If you’re a bankruptcy lawyer chances are pretty good that you’re not going to walk into the executive cafeteria of Goldman Sachs and start handing out your business cards. At least, I hope not.
It’s important to always target your message appropriately. If you live in an area known for a large Latino population, you better be sure to use language and imagery known to the Latinos. If you’ve got mainly 35-60 year-old single adults living with more than one child under the age of 18, the message is different than for other groups.
You need to get to know your clients. From there, study the rest of the population in your target area. Once that’s done, you can get a sense of who’s out there for you. All that remains is crafting a message that resonates with those people.
This video is probably not what you want to have happen, but it’s instructive nonetheless.
Photo courtesy of gertys.
