by Jordan Ostroff of LegalEase Marketing
This week I needed to get a tree trimmed at my house because my HOA hates actual nature.
So I got a few names, one of which came HIGHLY recommended and after reaching out to them I went on their website. Nothing about tree trimming.
I got some follow up from them – nothing about tree trimming.
I looked on their social media – almost nothing, certainly nothing about their tree trimming.
It wasn’t until I went to read their reviews that I saw a TON of people raving about their tree trimming.
If I hadn’t taken that last step, I would have been convinced they didn’t do what people said they did and probably gone somewhere else.
Why? Because they didn’t segment their follow up.
What is Segmentation?
At its core, segmenting your list is how you get the best and most impactful information to the right clients.
For multiple practice firms, it’s making sure you push the ACTUAL practice area the client needs and why you’re the best fit to THAT client.
No one wants to be told you’re the best criminal defense attorney in town when they had a car accident. No one wants to hear clients rave about
For family law attorneys, think about if they are considering divorce or have it filed on them already, husband/wife, or even with kids/without kids. Small segments like that can be HUGE to convince the client you’re the right fit.
The sooner you find out this info (website request, pre-call automated form, first phone call) the more you can put it to work.
What do you do with the Segmentation?
Once you have it all setup, you can change all sorts of things.
Your timing on follow up – the client considering a lawsuit might want slower follow up versus the one who had a lawsuit filed on them and has 20-30 days to reply.
What you say – your tone for a college kid getting his first marijuana charge might be different from the career criminal who just got their 4th DUI charge.
Who you highlight – the review that talks about how amazing of a job you did on a real estate contract doesn’t hit the same when the client needs a new LLC created
Why they need a lawyer – the benefit a lawyer provides on an estate plan is different than with a traffic ticket
Why you’re the best fit – your experience handling 10,000 cases as a government prosecutor doesn’t help your immigration clients
How do you know this is working?
You’ll close more of the cases you want, in a faster time frame. You’ll have clients who like (or at least respect) you more, who leave better reviews (assuming you do the work well), and turn into referral sources.
What more can you ask for? All by simplifying the info they get to the info they need and will impact them the most.
If you’re stuck on how to do this for yourself, feel free to book a call with us to go over some options on putting this into place, writing the right copy, and otherwise making your client journey that much better by clicking here.