For many of us, as attorneys, our primary goal is to grow our law firm. To accomplish this main goal, you may need to set some smaller goals to set yourself up for success. For example, let’s say you want to grow your law firm by 50 percent in 2019, or bring in more subscribers to your email list. Before we jump into these specifically, there are a few steps to take first.
There are main goals, with smaller goals leading up to them. As you create your goals, what’s the plan behind executing and fulfilling those goals each step of the way?
Understand Your Law Firm’s Brand
You’ll want to have a good feel for what your law firm is all about. A lot of times, attorneys neglect this about their business. Regardless of whether you’re a solopreneur or have a full staff, creating a brand for your company or law firm is extremely important.
Some factors that are relevant to your law firm’s brand are things like core values. Core values consist of three to seven of your businesses main beliefs and values, and they’re used to attract like-minded people to your organization. This includes clients, customers, employees, vendors, and partners.
Tell Your Brand Story
Every business has its own brand story. My own brand story is based on the fact that I was living in Mexico, trying to run my law firm in the United States remotely, and barely making a profit. When I was visiting the US for the last time before I was supposed to give birth, a hurricane hit my home in Mexico and I lost everything.
All I had was my carry-on suitcase and my law firm that was earning 20 to 30 thousand dollars a year at most. So I decided I needed to start running my law firm like a business, and the rest is history!
Your main focus should be to communicate your story and your values through your brand. Highlight what your firm does, and how you can help potential clients.
Have A Message
Your message can be part of your brand story. For example, my message is that I went from having nothing to running a seven-figure law firm, which part of my brand story as well. Following your message, you should have another statement that allows prospects to understand the value you provide to your clients, and what client needs are being met by your law firm. Make this statement clear and concise so the people who need your help will know that they’re in the right place.
Your message, or tagline as I like to call it, should focus on your clients’ pain points. Identify what the main pain points are that you’re solving for your target audience, and highlight it in your messaging. Show them that you understand their pain, and you can help them. That’s what brand messaging is all about.
It’s crucial to communicate these core values and messages to your audience in order to make your marketing efforts effective. When you start putting your firm’s brand and messaging out there, you’ll be able to differentiate your firm and show why you’re the best choice for your clients!
If you can believe it, I have even more knowledge to share on this topic! If you’d like to learn more about building your brand, sign up for my Six Figure Solo program! Six Figure Solo now comes in three tiers – Executive, Solopreneur, and CEO. Sign up here.