What Solo Attorneys Can Learn from a 3L: You Can’t Get What You Want Unless You Ask For It
Last week, on Above the Law, I read about a third-year law student who took a different approach to the job search. Instead of reading job sites to find the perfect job match for his personality, resume and interests, he posted an ad on Craigslist seeking employers who matched his criteria for a perfect boss. Many people who read the ad scoffed at this 3L and accused him of having a bad attitude or a false sense of entitlement. In addition, many people suggested that he would never find a job as an attorney and that he would end up bagging groceries or worse. This week, Above the Law reported that this choosy jobseeker has an interview this week.
While most solo attorneys are probably not looking for a new boss, I often hear solo attorneys complain about finding the right type of client when they market their law practice. Similar to a law student who blindly sends his resume to every firm with an opening, these attorneys often cast a wider than necessary net with their attorney marketing efforts: They list themselves as general practice attorneys instead of focusing their practice; they put ads anywhere and everywhere rather than choosing a targeted market; they fail to define their niche on their website, blog and social media pages; and they forget to lay out their personal ground rules when interviewing new clients and creating retainer agreements.
Over the next few weeks, I plan to discuss ways attorneys can target the right kinds of clients for their law practices, but this week I have a little homework for attorneys who read this blog: Write down your top 5 to 10 requirements for the perfect client and post them in the comments section.
Next week, I will use your comments and find ways for you to incorporate your client requirements into your legal marketing and client retention efforts so that you can attract the types of clients you want and avoid the problem clients we discussed last week.
