I don't know about you, but via professional organizations like #XPX and #ProVisors, I know a lot of estate planning attorneys. The ideal client for most is a "high net worth individual" so most of their marketing is literally interchangeable.
Darrin was just such an attorney. He couldn't understand why he struggled to communicate his value to potential clients and people in his network.
I asked Darrin a simple question: Who were his Best Clients, the ones he would clone if he could?
Darrin squirmed and started to explain why high-net-worth individuals need a professionally prepared estate plan.
I tried again: Why do HIS Best Clients select HIM?
After some fumbling, Darrin's eyes lit up. HIS Best Clients were the ones who had a plan and needed help executing it. They were organized and acted on his advice. They were the ones who immediately executed all the estate planning documents.
Probing further, Darrin related how Lisa, another partner at his firm, is attracted to what Darrin's calls "needy clients." These are the ones who are disorganized and don't know where to start. Darrin called Lisa "half mom and half attorney."
Lisa's clients aren't bad people, but they are not the clients Darrin is looking for.
Darrin's epiphany came after I pointed out that except for the picture, his and Lisa's profiles on the firm web page were nearly interchangeable. He realized that Best Clients are not universal. In all the world, there is not a client who would be a Best Client for both Darrin and Lisa.
With his epiphany, Darrin saw not only the value of tailoring his positioning and messaging, but how to attract more of HIS Best Clients.
By attracting more of HIS Best Clients, Darrin saw a a future where he earned more without working harder.
To get there, I guided Darrin in:
- Identifying his Best Clients
- Reverse-engineering those relationships so he was able to think like his Best Clients
- Thinking like his Best Clients to clarify his positioning and how he communicates his value.
In less than 6 months, Darrin went from feeling like a commodity to confident he is on track to thrive for years to come.
If you want to be the next Darrin, contact me to learn more.
