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One of the key factors in finding the right clients for your legal services is properly targeted outreach. Not every prospect is a good match, of course. That’s why it’s inadvisable to accept any legal intakes without a full assessment. To attain your preferred clients, then, you must make sure you’re targeting the right audience for your message. The ideal is to build a roster of clients from among your target audience. This way, you can be financially secure enough to turn down any non-preferred leads.
The notion of “reaching your audience” can be understood in a variety of ways:
Accessibility on the Internet
Broadly, reaching your audience means communicating with them in a way that’s most convenient and accessible to them. The Web Content Accessibility Guidelines provide a benchmark of accessibility for information on the web. Web visitors with visual impairments, for instance, may need accommodations in accessing and absorbing text and images on a screen. Adjustments like making a website navigable by keyboard and not just mouse can assist users with visual or physical constraints.
Other organizations have expressed a focus on assistive technologies, too. In 2018, the American Bar Association issued Resolution 116C. The ABA seeks to ensure that technology utilized in delivering legal services is accessible to all persons. Naturally, this includes those with visual, hearing, manual, and other disabilities.
Regardless of public accommodation requirements, it just makes good marketing sense to amplify your communications to as diverse an audience as possible.
Adjusting to Your Target Audience
Common wisdom dictates that tone, vocabulary, and so on should each be adjusted depending on the audience one is trying to attract. Imagine if every single TV show had the same logo and theme song. It would be a wasted opportunity to have each show’s message best positioned for its ideal and desirable audience. Similarly, a website geared to criminal defense will likely not resemble a family law site.
But think beyond the design element. People process and store information in different and unique ways. Some researchers contend, for example, that there are distinct learning styles, such as visual versus aural learners. Most of us can probably remember school teachers whose instructional methods seemed natural to us. In contrast, other teachers lost us from day one. That’s not to say learning styles are completely rigid or that a learner can only have one style. In any event, considering multiple avenues for communication and adjusting your message to accommodate different styles can be the key to attracting potential clients.
While research of this sort is often cause for ongoing debate, the notion of catering to different audiences based on unique strengths and the ways each prefers to interpret and ingest information is rather straightforward.
For those who prefer their knowledge delivery via spoken word, here is a brief roundup of 10 useful and intriguing legal podcasts:
- Sam Glover and Aaron Street host the Lawyerist podcast, which invites successful lawyers and other personalities onto the show each week. Conversations touch on topics such as innovation, legal technology, marketing ethics, and more.
- For rigorous debate and serious content regarding law and its development in society, check out the Liberty Law Talk podcast. Once-a-month podcasts consider issues of contemporary law and legal philosophy.
- Struggling to find work-life balance as an attorney? The Resilient Lawyer podcast shares tips and strategies for achieving a greater level of satisfaction at all levels of your life.
- For a show that focuses on the lawyer lifestyle and the variety of attorney origin stories, listen to the Next Lawyer Up podcast. The podcast has been published once a week since 2016.
- The Lawfare podcast brings together experts and leaders to have conversations on critical concerns. Topics include issues such as cybersecurity, national security, and foreign policy. Published by the Lawfare Institute.
And the next five…
- The Legal Talk Network presents ABA Journal: Asked and Answered. Stephanie Ward hosts the podcast, which features industry figures discussing a wide array of legal topics.
- Lawyer 2 Lawyer is one of the most popular legal podcasts in America. Every week, legal tech blogger Bob Ambrogi and his co-host J. Craig Williams take a deep dive into intriguing and complicated legal questions.
- Thinking Like a Lawyer is a legal podcast from Above the Law with a unique approach. Each week, the hosts take a look at ordinary life through a legal lens.
- Maximum Lawyer is a legal podcast with a marketing focus. The hosts join their guests in breaking down key practice management issues, including lead generation and legal intakes.
- Feeling like law school never prepared you to actually run your law firm? Give Neil Tyra’s The Law Entrepreneur podcast a whirl. He covers the business side of being a modern lawyer.
Our Free Podcast for Download
To add to your list of helpful legal podcasts, here is an interview and conversation with highly successful plaintiffs’ lawyer James Scott Farrin. Alongside him is Eric Sanchez, the founder of GrowPath. The recording provides an overview of various business development strategies. The two experts cover legal intakes, as well as metrics that are essential in growing your law firm.
Should you prefer, you can download written versions of Jim’s insight and wisdom into growing your law firm:
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Ted Seward is GrowPath’s Vice President of Marketing, joining its executive leadership team in 2019. Ted is responsible for all marketing and initiatives at GrowPath including growth through the development and execution of the marketing/sales strategy, brand awareness, lead generation, and business development.