We do not need to spend much, if any, time exploring why you might be concerned about finding enough clients for your firm when you’re just starting out. So, let’s dive right into how to strategically find prospective clients and book engagements.
First, we’ll begin with a trip down memory lane. Remember “IRAC” (Issue, Rule, Analysis, & Conclusion)? O, who could forget? Maybe you still use it every day or maybe the acronym triggers less than fond memories.
We’re going to use IRAC in a slightly different way when it comes to finding clients by applying it to a new acronym that I’d like to introduce you to:
P-E-S
(Presence – Education – Solution)
Presence
This is our first step in finding clients—showing up where they already are and establishing a strong presence there. If people don’t know you or know about what you do, then they can’t hire you or refer you to others. It’s important to be very strategic about where you spend your time. Avoid the pressure to show up everywhere, which will only leave you spinning your wheels and lead to burnout.
In your lifestyle law firm, time is not just money, it’s the finite, fleeting, and precious moments of your life. Everything you do to build your lifestyle law firm needs to be geared towards efficiency and maximizing your profits.
You don’t want to try to show up on every single social media platform out there, on billboards, podcasts, newspapers, stages, and networking events. That is not sustainable. You also can’t waste your time on even just a few of these places if your prospective clients aren’t there.
That’s where IRAC comes in.
In this first goal of establishing a strong presence, we’re going to apply the first letter “I”. What is the issue you solve or advocate for in your legal services? Who has this issue? Get really detailed in drawing out exactly what the demographic and patterns of your prospective clients are. Then, research where they are spending their time. (Don’t just assume you know, really research this!)
When you identify 1-3 places where this person is spending their time, you are going to focus your strategy on those places.
Education
The next step is to build connections with prospective clients and earn their trust. The best way to do this is by stepping into the shoes of a teacher.
Here, we will apply “I” and “R”.
Your prospective clients may be painfully aware of their issue or they might not realize they have a problem at all. You may need to educate them about what their issue is. Then, teach them about the law or rule that applies.
Now, remember that this is not law school, and you don’t need to be citing statutes or case law (most of the time). Simply explain the law in basic terms that will be easy to understand and concise enough that you won’t lose their attention.
Depending on the situation, you might want to offer a small amount of analysis in this step. Of course, don’t give out legal advice, but to the extent that you can offer a bird’s eye view analysis of the type of legal issue in general, it will be very helpful in educating your prospective clients and highlighting the expert knowledge you bring to the table.
Solution
Finally, there’s no need to be salesy or uncomfortable talking about the services you offer. Make it very easy for people to get in contact with you. Whether you connect with people in-person, online, or elsewhere, always let the next step be to schedule a time to speak in a consultation.
In this step, whether you charge a small fee for a consultation or offer complimentary consultations, you are going to present them with a solution to solve their issue. Recap their issue, the rule (applicable law), provide a very brief analysis (not legal advice, but connect their issue to the rule a bit more), and then present the solution you can help them achieve—the “C”, conclusion. What do they need to do next? How will you help them do this?
Clearly and concisely framing their problem and how you can help them will eliminate your need to “sell” your services. It will become very evident to your prospective client that this is not something they want to DIY. They will understand the issue enough to know they need a solution and recognize your expertise in this area enough to decide that you are the person to help them solve this issue.
Put it Together for Your Firm
Now, you need a strategic plan for applying this framework in a way that is tailored to your practice area and your unique strengths. In an upcoming free workshop, we’ll be diving into each of these pieces and how to apply them to your lifestyle law firm in more depth. Sign up for our Accelerator wait list and you’ll be the first to know when registration for the free workshop opens and registration for our 12-week group coaching program.
On July 12th, The Lifestyle Law Firm Accelerator kicks off! It’s a 12-week done-with-you group coaching program with weekly live teaching and coaching sessions, one-on-one strategy sessions, unlimited Voxer access to me, and more! Rather than figuring it out all on your own, I’ll walk alongside you to launch or convert your existing practice into a flexible, virtue law practice that allows you to work part-time hours while making a full-time income.
Join our wait list now to receive an early bird discount next week when registration opens. I can’t wait to help you lawyer on your own terms!
