Marketing advice 101: remember your market!

Here is another “top mistakes” article addressed to personal injury attorneys.  Like many of these articles, they don’t even mention the most important aspect of marketing: clients and potential clients.

Before a lawyer or law firm can or should “differentiate” themselves from their competitors, they should do an analysis of their current client base and discuss whether these are the types of clients they want to attract.  If so, then the attorneys should think about what aspects of their marketing communications are appropriate to this audience and which aren’t. 

If not, then the attorney or law firm should research competitors who are appealing to this audience and figure out what they are doing right.  The U.S. Census provides lots of demographic information that is available for free and could help in building a potential client profile. 

The Internet is a terrific resource to supplement that information and determine how to reach this audience.  Finally, forget the Internet and go to meetings where these people congregate.  A good place to start is associations – no matter who your ideal client is, there is probably an association that services tem.


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