Getting the "Right" Cases: How do I get more of the types of cases I prefer/like?
This was the question posed to me recently by an expert witness looking for help with his marketing. He wasn't just seeking more cases, but the specific type of cases he wanted to work on.
This was the question posed to me recently by an expert witness looking for help with his marketing. He wasn't just seeking more cases, but the specific type of cases he wanted to work on.
The way you express your services, areas of expertise, and types of cases is key to attracting the "right" prospect inquiries. In fact, this expression is the first thing I work on with new clients.
Although it may seem obvious to you, re-analyze what you are saying about what you do and how you do it. Do your materials and/or website really indicate your ability to handle, or your desire for, the particular kinds of cases you want?
Research on the Internet attorneys who handle cases utilizing your discipline. Read their profiles and how *they* describe the types of cases they handle. (Keep a list of names of the ones you might want to contact directly or add to your database!) Then compose descriptions of the type of attorneys and cases you want. When you have a clear articulation of both of those, you are halfway there.
Don't be glib about it. Give it some thought and, in addition to the attorney's specialty and other public information, include various characteristics you desire in a client, not just his area of practice - such things as he pays fairly and promptly, he communicates clearly and frequently, etc. Don't do it in your head - write it down. Seeing it in black and white will spark some additional ideas for you. Those ideas might include some pro-active ways to contact these particular attorneys.
Although not to be taken completely literally, we do get pretty much what we ask for in life. So be both specific and comprehensive in your articulation. Ask -- well and consistently -- and you just might receive exactly what you ask.
ABOUT THE AUTHOR: Rosalie Hamilton
Rosalie Hamilton is the Expert's Expert on marketing. She is a consultant, coach, outsourced marketing provider and the author of The Expert Witness Marketing Book.
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Disclaimer: While every effort has been made to ensure the accuracy of this publication, it is not intended to provide legal advice as individual situations will differ and should be discussed with an expert and/or lawyer.For specific technical or legal advice on the information provided and related topics, please contact the author.
