Every niche has a language, which ties in to every person having a personality. We are not for everybody, as in real life. Not everyone is going to take to us or relate to us. We quite literally need to speak their language.
Think of the broadest categories of people: women and men. They each speak very differently as we all know. Now break it down a bit to industry categories: lawyers, doctors, writers, bankers, childcare workers and stay at home moms.
Imagine trying to gain a client from the lawyer category, but you speak like a garage mechanic--which is in a manner that speaks to people with car problems. (I am only using this example in terms of niche markets and the differences between them) Where is the common ground? Will a lawyer believe that your services will help their business? Will you be able to discuss important business with that lawyer's clients when you speak in mechanic lingo? Probably not, because they are not your niche.
OK so now, let's break it down even further. Let's say that you provide legal assistant services to the legal profession. You know how many lawyers there are and you know that you alone cannot provide services to all of them. But you know that you can manage a business with, say, 10 lawyers. You have no experience with trials, so you wouldn't be all that interested in working with trial lawyers. You have worked with divorce lawyers in the past and you have personally experienced a divorce in the recent past. You know how it feels. You had a female lawyer who was very responsive to your needs and was supportive to you and your children during the painful divorce process.
So now you are beginning to think that perhaps you could work with lawyers who specialize in divorce. But not just any lawyers, (as you remember the male lawyer that your husband had who made your life miserable). You want to work with female lawyers who specialize in divorce and who are supportive of their female clients and their families--aware of the stress and pain that divorce causes a family.
Now you are getting closer to your niche market (ideal client) and the research stage is about to begin. You need to ask a lot of questions. What 'language', (not in the literal sense of English or Spanish, but industry language), does this type of lawyer speak? You need to know this in order to speak back to her and attract her attention. Wouldn't they speak the language of compassion for women going through a divorce. Wouldn't their marketing materials be geared toward their ideal client--the woman going through a divorce. Whether you believe in the Law of Attraction or not, this IS the law at its finest and in its simplest form. Like attracts like.
So what will you do to attract this lawyer? Remember, you don't want to attract a criminal trial lawyer. You want to attract THIS lawyer as a client.
This is what you need to do. You will have to research everything about her. Who is she? What does she value? Who are her friends? What does she need in her business to find her own success? What is her pain point? What is it that really drives her to be a lawyer? What is her age? Income? Is she single? What are her aspirations?
You need to ask these questions and more. You have to try to get inside her head and see what she sees--be who she is, just for a moment. You need to observe, look around, dream, and imagine that person's life. Once you have done this extensive research on your ideal client and your target market in general, you will know how and what to write in your marketing materials to attract THIS lawyer, your ideal client.
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