You can find the right people without a full CSI team.
Last week, we talked about breaking down your marketing plan and figuring out the raw numbers you need to succeed.
This week, I want to build on that foundation by filling in one of the most overlooked pieces of marketing:
The WHOs.
Because once you know who you’re trying to reach, everything else gets easier.
WHO Do I Want to Hire Me?
This is the first—and most important—WHO.
Who do I actually want as a client?
Or, as I like to call it: your ideal client.
As Greg will happily tell you, I hammer this point constantly. And that’s because it solves more marketing problems than almost anything else.
To make it simple, you have two options:
- You already have clients
Look at the ones you love working with and figure out what they have in common. - You don’t (or want different ones)
Use a worksheet to intentionally define them.
That’s it. No guesswork. No vibes-only marketing.
Why This Matters (A Lot)
Once you know who your ideal client is, your marketing decisions start making sense.
- If you’re looking for CEOs of $10M companies… they’re probably not scrolling TikTok.
- If you’re looking for new parents who don’t even realize they need an estate plan… they’re probably not Googling “estate planning attorney” yet.
- If you’re looking for small business owners using Instagram or LinkedIn to grow their business… good news—they’re already there, waiting to connect with you.
When the WHO is clear, the where and how stop being confusing.
The Second WHO: Who Am I Trying to Connect With?
This one gets missed all the time.
Not every marketing effort is about getting clients.
Sometimes, the WHO is:
- referral sources
- centers of influence
- mentors
- friends
- future employees
- other professionals
And this WHO changes everything.
Matching the WHO to the Marketing Channel
Ads
Most of the time, ads are for getting clients.
But sometimes, the goal isn’t consults—it’s connections.
Instead of:
- “Book a call”
You might want:
- Zoom meetings
- Coffee chats
- Relationship-building conversations
Especially if you’re intentionally growing your referral network.
Networking
Ask yourself:
Who does my ideal client go to before they come to me?
- A parent?
- A friend?
- Another lawyer?
- An accountant?
- A financial advisor?
That’s who you should be networking with.
Social Media (Where Most People Get This Wrong)
Here’s the big mistake:
Social media can help you find clients—but it doesn’t have to.
If you already have:
- 50–100 solid referral sources
- strong professional relationships
And posting 3–5 times a week helps you stay top of mind for future referrals?
That’s not a waste of time.
That’s leverage.
A Simple (and Slightly Sneaky) Trick
That ideal client avatar worksheet?
You can reuse it.
- Turn it into a referral source sheet
- A center of influence profile
- A mentor checklist
Same tool. Different WHO.
(👀 wink wink, nudge nudge)
The Takeaway
If you don’t know the WHO, you’ll waste:
- time
- money
- energy
When the WHO is clear, marketing becomes:
- simpler
- more strategic
- far less frustrating
Know who you’re trying to reach—and why—before you decide how to reach them.
And if you’re not sure?
Reach out.
Let’s talk it through.
Because clarity beats complexity. Every time.
Keep Reading
For the next step in defining the people your firm is built to serve, read Who’s your ideal client?, or browse the Marketing & Client Growth newsletter archive.