One of the biggest challenges facing any business owner is client or customer acquisition. You’ve go to get just the right offer in front of just the right person or you’ll have no sales, no new clients. It sounds very mysterious and sorcerous – getting the mix just right produces client gold, while getting it wrong spells doom and disaster. Many marketers will tell you to look at things like age, gender, income level, education level, marital status and other physical demographics. In fact, most ad targeting platforms and dashboards like Facebook and Twitter will ask you for the very same information. But that really doesn’t go far enough. Knowing how old someone is or whether or not they went to college and graduated is important, don’t get me wrong. But the real information you need to get the alchemy of client acquisition just right has more to do with their minds – their mental and emotional aspects – than it does with the physical world. So, how to get inside the mind of a prospect? Ask yourself the following Client Acquisition Questions.
What Are Their Biggest Fears?
Knowing what keeps your future clients up at night will help you in knowing how you can best solve some of their worries and anxieties. You’ll have a bit of insight into what makes them pace the floor, stare at the ceiling, or turn to late night talk shows in those wee, sleepless hours. And once you know that, you can avoid stirring up even greater fears, as well as offering them solutions to those troubles.
What Are Their Biggest Frustrations?
What gets them infuriated? What causes them endless grief and insufferable indigestion? What makes their blood pressure rise and their anger management skills stretch to the limit? Know that, and you’ll know several things, including how to avoid offending them or adding to their list of people they’d like to strangle. You’ll also know how you can help them with offers and services that can alleviate some of those issues.
What Are Their Biggest Dreams and Desires?
We all have dreams. We all have things we want – be it as simple as a good night’s sleep or as grand as a palace to sleep in. Knowing your clients’ dreams and desires can help you to understand where they want to go in life, and may give you an insight into how you can help them get a little further on their journey. Happy customers tend to be repeat and/or referring customers.
What Are Their Passions?
Some play golf, while others prefer gardening. Some are avid sports fans, while other love the opera. And then there are those who can be fired up by all of the above. Knowing a prospect’s passions can help you meet them where they are, add a personal touch to your communications with them, and help them come to you all the while thinking it was their idea to do so. Like attracts like, as the old saying goes.
What Are The Driving Forces Behind Their Decision Making?
What drives their buying? Their hiring and firing of professional help like yours? What makes them go after a product or service? Is it need? Or how about greed – a yearning for either keeping up with, or completely outdoing the Joneses? How about just good old fashioned self-gratification – they want what they want and so they get it? Or is it something else entirely? Knowing what motivates your prospect to make the decision to separate themselves from their money can really boost your client acquisition rate, because you will have the information you need to persuade them to make that decision in YOUR favor.
What haven’t they purchased?
This really has two aspects to it. The first is the simple question asked above – what haven’t they purchased? Do they not use plastic water bottles because they care about the environment? Do they buy only name brand items and eschew all generics as second-rate? Then, there’s a more specific aspect – who haven’t they hired for their legal services, and why? Do they prefer small firms to large? Or older attorneys to the younger set? (We could actually add a third aspect by looking at who they HAVE hired in the past.) Knowing what drives their decision-making process can help you hone in on appealing to that, so that the decision will be made in your favor. it can also tell who to eliminate from your prospect search, as you’re chances with them will probably be no better than those other guys.
Client Acquisition and You
So, how to best use these questions? Ask existing clients for their answers. They chose you, after all, and hopefully are quite satisfied with the work you are doing for them. Then, take those answers and use them to pinpoint your target avatar. Use them to frame the kinds of ad campaigns you build. Use them to know what to write about on your blog. Use them to focus your efforts on social media, too. Knowing what goes on inside your ideal client’s head will dramatically change the success of your client acquisition efforts and make you a rock star among your struggling peers. And if you can’t quite get a handle on blogging, or social media stuff, even after you know who you want to reach, contact us at Best Legal Practices. We’ll gladly be your back up band.