So I've been doing some thinking… What happens between a client knowing you exist and hiring you?

I've been thinking a lot about client journeys, basically what happens between a client knowing you exist and hiring you.

In the book Permission Marketing, Seth Godin writes about a summer camp.
1) Any ads or a conference booth are designed to get you to request a brochure.
2) Now they have your email address or your physical address to get you the brochure and can follow up a few times cheaply
3) The brochure gets you to do a virtual tour on the website
4) Now you can see testimonials and reviews and such
5) Get through that stage, and now they want you to come out and check it out,
6) And then once you've done all those things, only at that point did they genuinely want to sell you on going to the camp.

Because what they realized is by getting you to take those small incremental steps, you would not only attend camp, but you were more likely to stay for years and then have siblings come as well.

There's a great lesson to be learned for almost any law firm because here's the reality of it; depending upon your practice area and how your market changes, how you expect your client journey to go.

For example, if you're only referral-based, your client journey will involve them asking somebody for a lawyer, and hopefully, that person will send them on over to you.

Whereas if you're all PPC (pay per click) your client journeys going to be them searching for something on google and then finding your ad and then you.

And obviously, the more opportunities people have to get in touch with you, the more different that client journey can be.

And here's the thing if you're a personal injury attorney or a criminal defense attorney or an immigration attorney specializing in asylum then your client journey isn't as important.  Your clients need to hire you ASAP, so the most significant thing is them finding you.

Whereas if you're a business lawyer or adoption law or an estate planning attorney, then your client journey involves them finding you. It also involves them vetting you in some manner. (And maybe you giving them the kick in the ass to actual hire)

So mandatory shout out here to know your ideal client, because obviously, you want to think about the journey of your ideal client but really, what does that look like for them to go ahead and hire you.

• Are they signing up for a newsletter?
• Are they going to a webinar?
• Are they joining a Facebook group?
• Are they just doing a consultation? 

Think about the next step they take once they know about you to decide if you're a good fit for them and for you to determine if they are a good fit for you.

I want to go deeper into this based upon my own personal experience. Mainly with this newsletter.

For the most part, this is your initial connection with me.  We have our Facebook group, but that's more of a community than me just trying to sell you something. Then obviously, you could book a consultation or something along those lines, but this newsletter is an opportunity for us to have a conversation every week.

And so I really sat down and thought about what that looks like or at least how to provide more value for you all.

You know, we talk about marketing, we talk about branding, we talk about running a firm, we talk about my journey, and hopefully, the lessons you can learn from my mistakes. But, still, I wanted to do a little more with this newsletter or at least a little bit different.

So we're in the process of migrating this newsletter from coming from LegalEase Marketing to coming from jordanostroff.com

In essence, it's still going to be me. I write this newsletter 100% myself, but by making it more jordanostroff.com than LegalEase Marketing, I want to be able to give you a little bit more of a personalized experience, less of a marketing company perspective, and more of I'm a person who's built and is still building a life that is supported by my different business ventures and really helping you into that role if that's what you choose to do. 

So if you're just here for marketing help, that's totally fine.  Don't feel obligated to get my newsletter, and we're going to just move this to a monthly more marketing update heavy more helpful tips along those lines. 

Still, if you're on a similar journey to maximize your impact while minimizing your time constraints, I hope you'll join me for the more personalized newsletter. Like I said, I want us to be a two-way street. Hence, please, please, please reply to this. Or respond to any future newsletter. They're all going to come directly to me. I do my best to answer all of them. I always appreciate the feedback, whether it's constructive, supportive, or something I didn't think about.

So along those lines, I've got to be honest, I really struggled with this one between doing another opt-in or just having you opt-out, but I really thought about the audience of this newsletter. 

How specific that is, for the most part to me, so I hope you'll be okay with me opting you into the other one unless you opt-out of the new one.

For the most part, I just feel like the personal newsletter is closer to what you’ve gotten out of this one (and you’re still here), but seriously, if you think I screwed this up, let me know.

The coolest part is the longer that I do this, commit to the legal space between LegalEase Marketing and Jordan Law, the more I realize there are so many other attorneys running multiple ventures, and for the most part, everybody has done what I think is an excellent job of doing things that makes sense together.

You've got people like Joey Vitale doing thought leadership for attorneys and VA stuff with a trademark firm.

You've got Russ Nesevich and Victor Medina doing financial planning with estate planning.

There's a slew of you all intelligent enough to do real estate law and title work like Marc Brown.

And literally dozens of other people that I'm not going to name here, but I got to tell you, it has been so cool to see that experience.

A couple of weeks ago, I had Sonia Lakhany on the Exhibit (A)ttorney Show. We dove into the difference between the trademark work she does versus the course work she does for other lawyers on how to trademark stuff. 

And so the one thing that we really delved into, and I gave me some time to think about, was the different client journey between a business owner potentially hiring Sonia for trademark stuff versus the lawyer hiring her to learn trademark stuff to them so that other people, and that's the impetus for a change here.

Hopefully you’re interested in both legal marketing AND running a great firm in minimal time and this slight change will help me give you more free info along both those topics.

What do you think?  Let me know.

Until next Friday!

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