In this session, we focused primarily on defining the target market and refining the marketing message for your legal services aimed at small businesses. We discussed the importance of having a clear, concise message and aligned value proposition that effectively communicates the benefits of your service to your target audience.
We explored the challenges and misconceptions surrounding legal services, specifically the barrier created by the traditional billing per hour, and how your service offers a flat-fee model that provides accessible legal support. Through conversation, we observed the necessity to pivot the language from “lawyers” to “legal services” to sidestep negative preconceptions and highlight the preventative, rather than corrective, nature of your offerings.
Identifying the target market was pivotal, and after detailed discussion, we narrowed it down to small business owners. This clarity in your marketing approach allows you to specify how your services alleviate the pain points specific to small business owners, such as legal complexities and unexpected legal fees which can be cumbersome and disruptive to their operations.
Our conversation also touched on potential branding strategies, focusing on making legal services approachable and straightforward. The proposed tagline, “Making legal stuff easy for small business,” encapsulates this approach, aiming to demystify legal services and make them more accessible, which could drastically increase engagement from small business owners who traditionally avoid legal consultations due to cost concerns.
For assigned homework, please:
1. Reflect on the proposed tagline and branding approach discussed during the session; consider how this aligns with your overall vision and mission.
2. Develop a preliminary marketing plan focusing on how to implement and test this new messaging, specifically targeting small business owners.
This session was useful for laying a foundation for how your legal services could be positioned to attract the right clientele, ensuring that your offerings align with the needs of your target market, thereby maximizing the impact and growth of your business.