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June 14, 2004

Five by Five - Jennifer Rice

Last but not least are the wonderful suggestions of Jennifer Rice, the author of the What's Your Brand Mantra? weblog, and president and founder of Mantra Brand Communications, a brand strategy consultancy representing the voice of the customer within client organizations.

1. Focus. Pick a group like women business owners and learn what their needs are. The deeper you can understand a small group, the more effectively you can win business. You’ll begin attracting more new clients within that group because you’ll have built credibility and trust among other women just like them. Be sure to collect testimonials!

2. Find out how they perceive lawyers. Ask what their previous experience has been with lawyers; if they’ve had a bad experience, find out why. This will tell you what objections (logical and emotional) that you’ll need to overcome. You’ll be light-years ahead of the pack simply by finding out where she’s coming from.

3. If you’re a male attorney, check out how female attorneys market to women. Or find a female attorney with whom you don’t compete directly; learn new ideas and tag-team at networking events. Female attorneys are probably your strongest competition; personally, I prefer to work with women because the perceived trust level is higher. But a non-competing female attorney (or other professional like a CPA) can be a great advocate, referral partner and mentor for you.

4. Women rely on intuition more than men. Guys, you might think your argument is flawlessly logical, but women don’t make linear decisions. We pick up on small cues, usually subliminally, and incorporate emotion into our decision-making process. The end result is our ‘gut instinct’. If that bugs you, don’t try to get women clients. You won’t be on the same wavelength – which you may not pick up on, but women definitely will!

5. Yours is a relationship business; traditional advertising won’t be effective. Practice your listening and empathy skills on your wife, girlfriend, sister, and any woman that crosses your path. The quality of your relationships with the women in your life is a perfect barometer for your ability to attract female clients!
Thanks everyone! Tune in next week for another edition of the Five by Five. See you then.


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Thank you for this wonderful series. It was very educational.

Keep up the great work!

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