When I ask attorneys to define their ideal client, they usually say: “One who will pay what I charge!”

That is, of course, a shallow answer — and one that will not necessarily help you much to identify your ideal client.  So just why is it important to define your ideal client?  Two big reasons:

Identifying and defining an ideal client will tell you who your target market should be.  Without knowing your target market, you are wasting money marketing to the universe of “everyone.”

Having an ideal client profile helps your referral sources understand the types of people they should be referring to you.  Not providing them with this profile will waste your time and theirs.

Here are the three key questions you should be asking yourself when looking for your ideal client:

1.  Do they want what I offer?  It doesn’t really matter if they need your services.  If they don’t want them, you can spend too much time and money trying to convince them to buy.

2.  Do they value what you do?  You must look for people who are willing to pay for what you are bringing to the table.  Price shoppers will always be price shoppers; don’t waste your time chasing that dead end.

3.  Are they willing to pay a premium for your services?  There is always someone willing to go out of business faster than you, so don’t compete on price.  Charge what you are worth, educate prospects on what you do to add value and look for those clients who are willing to pay a premium for a firm that is uniquely qualified to solve their problems.

The success of your law firm marketing — and even your firm itself — hinges on your ability to correctly identify and then replicate your ideal client.  And there’s no time like the present to start.