Many attorneys assume that their ideal client is anyone who shows up at the door, but that's simply not true.  Even within the segment of law you cater to -- whether it's elder care, life planning, or something else -- you have an ideal market segment that tends to produce optimum results for you and your firm.  Whenever you work with clients who fall outside your ideal range, you're increasing your risk of problems.

I like this analogy I've heard with fuel grades: if you're running a business that is high-end luxury, and you're filling it up with low-value, price-shopping, low-grade gas...should you really be all that surprised when there's trouble?  On the other hand, why are you trying to use super-ultra-premium in your 1979 Ford Pinto with a serious case of body cancer?

A business coach colleague of mine has a term that I think makes a lot of sense.  He says there are "riches in the niches."  That's because revenue comes faster when you know who you are, who your target prospects are, and how to communicate with them and serve them better than anyone else around.

Maybe you have an existing target market, but haven't done a good job of articulating it.  Perhaps you know you need to define it better, but aren't sure where to start.  Either way, here are three steps to better targeting the right prospects...

1. Where have I had the most success before? Go through your client list and identify your top 10%.  These are customers who are loyal, easy to work with, pay on time, send you referrals, and so on.  If you're like many attorneys, you'll begin to see a pattern emerge.  You'll discover that they have similarities: age, income level, personality traits, types of legal services they need, and so on.  Create a client profile based on what you discover, then begin targeting those people specifically.
2. Where is the opportunity?  If you choose a market segment that is too narrow, you won't have enough demand to build an entire firm.  So look around the marketplace and ask yourself, Where is there a real opportunity?  What segment of the market is growing?
3. Where do I have the most fun?  Finally, think about the type of work you love the most.  Focus on attracting more of that work specifically.  When you are passionate about what you do, you'll have more energy and enthusiasm for your work – and that's a tangible thing people are drawn to.  Almost nothing can help you grow your firm, faster.