Understand What Makes Clients "Tick"
You can't be all things to everyone. Your main goal should be to really focus on serving a narrowly defined market segment - a.k.a. your ideal clients.
The trick is to discover what your ideal clients look like in the most SPECIFIC WAY possible, then create a marketing strategy around attracting those clients.
Also read: Create Great Client Relationships that Last a Lifetime
First you have to understand who your ideal client is. It's not just anyone who walks in the door looking for legal assistance. It's someone who can:
afford your services
stick with you long term
bring you referrals.
Once you have identified who your perfect clients are, now you have to go out and get 'em. Attracting them is the hardest part.
Also read: Woo Prospects with Seminars
Understand what makes your prospects tick. What triggers them to go looking for a lawyer? What are their professional interests? For example, if you know your market attends real estate-related conferences, you might show up at a few and make your presence known.
Frustration is, perhaps, your golden ticket to new business. If you can discover a common frustration that is shared by your target market, and you can discover a way to SOLVE that frustration - you have uncovered a business opportunity! The best way to discover frustration is to ask. Survey your current clients to find out things they have always seemed to accept but never appreciate. Find out the things that cause your clients headaches; find out why a client left you and went to a competitor.
Also read: Landing Referrals - No Time is Better Spent
Solving frustrations allows you to stand out among the many other legal firms that claim to do the same thing as you.
Research and discovery. Doing both will help you understand your ideal clients, and attract them long term.