Sure, maybe their parents will pay for their case but unless you are in juvenile law and you specifically want to work with those people, I wouldn’t have pictures of them. But what if you do criminal defense? What if you do family law or auto accidents? What kind of pictures do you have on your website? Well, I would say you want to not have pictures of kids because if you want to attract those kinds of people, 18 to 34 year olds, they are much less likely to have money. So they’ll typically have people, pictures with grey hair, 40s, 50s, 60s, 70s, great, they ride on. If you are in estate planning, those guys are pretty good, those guys and gals, they know their target market is adult children of aging parents or the elderly themselves or baby-boomers. So what kind of pictures do you have on your website? And this goes across all practice areas. So remember, if someone is of a certain age, they want to see other people of their age that have had a similar situation to them. So having said that, how do you attract them? I am going to give you a couple of ways. Would you rather go with people that have 30% or 70%, people that have the money? I would rather go to people that have money because they are able to pay my fees just like these kinds of people would be able to pay your fees. These are the people now and in 2017 which is just right around the corner that are projected to have 70% of all the spending power in the United States. This could even extend down to people on their 40s, mid 40s and up. Baby-boomers are people right now that are approximately 50 to 70 years old. So the best kind of clients I am talking about, this comes from an article from the American Marketing Association of which I am a member. Today, I want to give you a way to find higher quality clients that are far more willing to pay your retainer fee and not price-shop you and not look at you as a commodity and have more respect for what you do, wouldn’t you like to have those kind of clients? Well, how can you find them? Well, the best way to find them is to attract them and to attract them, you are going to have to make some changes in how you do your marketing.
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