Jack and I met for our next marketing session. Having formed the vision of his firm last week, we were ready to do some important strategic thinking about his marketing plan. Over a cup of Chocolate Biscotti Iced Coffee we began to talk about the three big strategic issues that he needed to address before we were ready to get into specific marketing tactics for him to use to build his law practice.

Here are the questions I asked him:

1. Define your market - In which practice area would he focus? What was his target market? Who was his ideal client?
2. Define your positioning strategy - How would he differentiate himself from his competitors? How would he establish himself as an expert in his chosen practice area?
3. Define your marketing message - What message would he convey to the market to attract prospects and convince them that they should buy his services over any other options available to them?

When I left Mostly Muffins, Jack was still working through these questions. He e-mailed me the next day for some more help on his marketing message. We exchanged e-mail a few times until we honed his message. With that foundational work done, we were ready to get into more tactical considerations.

Coming Next: Lesson 3 - Creating Compelling Client Attraction Tools