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How to define your ideal client

When I coach lawyers, I’ve been surprised by how few can easily answer the classic marketing question: who is your ideal client? Most are too busy to think about what they want. But if you don’t know what you want, you’ll never get it. So after you’ve defined your niche (see last week’s post), it will be helpful to get even more specific and define the characteristics of your ideal clients. You may even want to define an ideal portfolio, with several different types of clients.

The description of your ideal client should be specific enough that it is easy to tell who qualifies, and who does not. Consider these examples:

To define your ideal client, answer questions such as:
• What industry or industries should you focus on?
• What job categories?
• What geographic location?
• What annual revenue?
• What other characteristics?
• Should you look for several different types of clients to form a perfect portfolio?

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