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How Are You Different?

Law firm marketing must clearly differentiate you and your law firm from everyone else who does what you do. Most lawyers are concerned with what everyone else is doing. Most lawyers are scared to do something out of the ordinary. This hurts their ability to attract new business to their law firm.

What a lawyer says that something is “Not normally done that way”.

I respond with: “What does the word normal mean to you?”

To me it means “Just like everybody else”. If you give people no clear criteria to choose from when they make a decision on how to select a lawyer, they will use the only available criteria: Price.

Normal also means average. If you want to be average, ignore this advice.

If you want to be above average, you must differentiate yourself and your law firm.

How to create a difference in the mind of your clients

This starts with a Unique Selling Proposition (USP). A USP is a phrase that summarizes exactly what makes you different from everyone else who does what you do. A great example of a USP:

Dominoes Pizza: Hot Pizza delivered in 30 minutes or less or it is free.

Notice how the Dominoes Pizza USP does not mention anything about good tasting pizza. It has no mention of some secret recipe that makes it better. The only thing Dominoes mentions is that the Pizza will be there in 30 minutes or it will be free. This basically throws down a challenge to the customer. It says: “If you want fast pizza call us. We own the fast pizza business.”

Another great example:

Federal Express: Call us when it absolutely, positively has to be there overnight.
The key element in this USP is certainty. If you want to be sure, you call FedEx. It doesn’t say anything about price. It speaks to the value.

You must figure out how to differentiate your law firm from everyone else who does what you do.

Once you do that, your value becomes clear to your ideal client.