— Branding

Grow Your Law Firm By Marketing To Your Ideal Client

Before you can create an effective marketing strategy, you need to identify your target audience.

Five years ago, I had my first sales call. NOMOS Marketing was just getting started and we had a few clients that had come to us through personal relationships and referrals. I was nervous. I didn't know what to expect. But I had a list of questions written down on a small pad of paper that I thought would help assess the lawyer's marketing needs.

After a brief introduction, I awkwardly transitioned to my scribbled notes. My first question to this lawyer seemed rather easy to answer. It seemed like a safe place to start. In fact, it was listed on pretty much every sales blog, article, and video as a question that I should ask.

With feigned confidence, I asked: "Who is your ideal client?"

There was an uncomfortable pause. The lawyer on the other end of the call cleared his throat. I could hear a chuckle escaping his teeth.

"That's easy," he finally said. "It is anyone who will pay!"

I pretended to laugh along with him, but I was not amused. In preparation for the call, I imagined a detailed answer describing who they worked with, what their problems were, and how they helped them. I even thought they would go one step further and provide specifics on where their clients lived, what cars they drove, where they went to school, and what hobbies they enjoyed on the weekend.

Instead, I got a quick quip that sent me reeling for a follow-up. Fortunately, my journalism experience saved the conversation. Using a series of guided questions, I was able to help this lawyer identify his ideal client which ultimately guided our proposed marketing strategy.

I've become a much better marketer, salesman, and interviewer since that day, and I owe it all to that initial awkward sales call. Without realizing it, that attorney taught me something invaluable about marketing: someone who is willing to pay you has a problem you can solve.

We tend to overthink marketing, but it really is this simple. Your ideal client, those that will pay you for your services, have a problem that you can solve for them. By identifying the people in your community that have that problem, then you can identify your ideal client.

In this blog post, we'll explore the steps you can take to identify your ideal client and create a brand message that resonates with them.

Identify Your Target Audience

Before you can create an effective marketing strategy, you need to identify your target audience. Who are the people that are most likely to need your services? What are their demographics and characteristics? By answering these questions, you can begin to create a customer persona that will guide your marketing efforts.

Build a Client Avatar

Once you've identified your target audience, you can build a client avatar. This is a detailed description of your ideal client that includes their age, gender, income, education, and other relevant information. By creating an avatar, you can better understand their needs and tailor your marketing messages to them.

Identify your ideal client's problems

What are the problems that your ideal client is facing? This could include legal issues, financial difficulties, or personal challenges. By identifying these problems, you can create marketing messages that address them directly, showing your clients that you understand their needs and can help them overcome their challenges.

Understand your ideal client's emotions

In addition to their problems, it's important to understand the emotions that your ideal client is experiencing. Are they anxious, stressed, or overwhelmed? By addressing these emotions in your marketing messages, you can create a sense of empathy and connection with your audience.

Communicate How You Can Solve Their Problem

Ultimately, your marketing messages should communicate what you can offer to your clients. What sets your law firm apart from others? What unique value do you bring to the table? By communicating your strengths and capabilities, you can position yourself as the go-to solution for your ideal client's problems.

Create A Brand Message

Once you have a thorough understanding of your ideal client, you can create a brand message that resonates with them. This should be concise and easy to understand, but still clearly communicate the value your law firm offers. You can use this message on all of your marketing materials including websites, emails, and social media posts.


I no longer ask lawyers who their ideal client is. Instead, I ask them to tell me about the problems they solve. I ask them to explain the emotions their clients feel when hiring them. I ask them to tell me about their favorite case, and why they enjoyed working on it. By answering these questions, we are able to get a better idea of who benefits the most from their services. And that gives us their ideal client.

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