As legal nurse consultants we want to attract attorneys who can hire us to work on cases. But your marketing needs to be informed by an understanding of a legal nurse consultant’s ideal client. Who is your target market? What is the audience that you’re trying to attract? Whenever you create marketing materials, you need to picture your ideal client in as much specificity as possible. Who is your “Buyer Persona”? This is also called “The Avatar”.
The legal nurse consultant’s ideal client
- Do you know what job title this person has?
- Are you looking for a partner in a law firm or an associate or a managing partner if you’re a legal nurse consultant?
- Are you trying to attract a beginning attorney or a more experienced person?
- Do you know the typical age and sex of your ideal audience?
The legal nurse consulting firm I sold in January 2015 had this person as my legal nurse consultant’s ideal client: A male age 40-60 who is a partner in a small to mid size law firm in New Jersey, New York or Pennsylvania.
You are not your ideal client
This seems obvious but I see a lot of legal nurse consultants get confused on this point. The key to remember when you’re preparing content for your website, for a special report or an opt-in report is that you are not your target market. That seems pretty clear because if you’re writing for attorneys you know that you are not an attorney and therefore your pitch should be different.
On a more basic level it means that the amount of information that you know is more specialized than your prospect. By prospect generically I mean somebody that you’re trying to attract, educate or market to. Your knowledge, for example, of medicine is far more advanced than the attorneys that you’re trying to reach, so you have to explain medical terms, spell out abbreviations and define medical concepts in a way that would not be necessary if you were writing for another nurse or another legal nurse consultant.
Sometimes when I read the reports of legal nurse consultants I realize that they have lost this perspective when they write as if they are writing for another healthcare professional. Even worse, sometimes they write as if they were charting. The sentences are choppy and filled with abbreviations, which are not explained. But whenever you put together reports or create copy for a website or a report, you always have to put language in that is going to resonate with your legal nurse consultant’s ideal client.
Digging deeper into the needs of your ideal client
When you think about your ideal client it’s also important to define these issues:
- What is the pain point? What is the thing about dealing with medical records or medical case which is most difficult for attorneys?
- What are they frustrated about? If you ask them what aspect of working on medical cases is most difficult for them, they will probably give you a list of things.
- What are their fears?
- Are the plaintiff attorneys fearful of taking a case that may not have merit, if they’re in the medical malpractice arena?
- Is the defense attorney afraid of being hit with a huge verdict on a case that should’ve been settled?
- What are the opportunities your “Buyer Persona or “Avatar” has?
- What are the things that they see as chances for them to expand to different practice areas, or opportunities to make certain points in a certain way with a jury for example?
- What are their hopes and dreams?
- Are the plaintiff attorneys looking for that really big case that will make them a tidy sum of money and get their client the money that they need in order to be able to manage their long-term medical needs?
- Is the defense attorney concerned with impressing the insurance company and demonstrating his worth by holding the verdicts down or settling cases for as little money as possible?
- What motivates that attorney?
The more clearly you can answer these questions, the more effective you will be in your marketing as a legal nurse consultant. Identifying the legal nurse consultant’s ideal client is the first step in moving ahead with your business.