Don't waste a dime marketing your practice - until you're in control of your data.

Understanding your market - whom you reach and whom you'd like to reach - is the key to a successful marketing campaign.

Legal Practice Control Software, designed to track contact names, is an excellent way to easily include market tracking in your practice management. One of the simplest ways to identify your marketing effectiveness is to begin with your client intake form. Make sure that you know the source through which clients reach you, and input that information into your legal practice control software.  Some quick queries and reports will then tell you the effectiveness of your marketing.

You can also query such characteristics as age, reason for coming to see you, and how much follow-up business is being generated. If a pattern isn't apparent, then you're probably not reaching a specific enough market. It may be time to implement new marketing. If a new ad begins to generate business, your Practice Control queries will help you zero in on the exact hot button you hit. If you're still not finding a niche, continue to assess and reposition. Make your practice ideally suited to serve a specific segment (however small or large) of the population, and dominate that market.

Determining your client demographics and the effectiveness of your advertising doesn't require hiring an agency or PR firm. It can be done with ease with your legal practice control software.

Once you know whom you're targeting, your message is two-fold: what hurts them (or what are they afraid of) and how you can help. If your advertising isn't working, you're failing in one of these areas:

• failure to identify an interested group
• failure to state their pain or fear
• failure to explain how you provide a solution

The pains, fears and solutions you identify will be specific to your practice area.

The technique used to identify the audience, problem and solution is the same: market assessment and ad campaign. To make this job simple set up your practice control software with client demographic data, and then run simple queries to determine whom you serve and how best to reach them.

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