When a prospective client is looking for an attorney, how do you stand out from the competition?
You have to be able to tell prospective clients in 10 seconds or less why they should hire you. Can you clearly state how you are different from your competition?
In the marketing world, this is called “crafting a marketing message.” I’m not talking about image branding or sloganeering. I’m talking about a clear-cut statement of benefits that tells prospective clients how you are different than other attorneys.
To help you craft your own marketing message, you need to start by answering questions that are already in the mind of your prospective clients. When you can answer the following questions, you will be on your way to crafting your own unique marketing message:
• How is the service you provide better than other attorneys? Specifically address how your service differs from your competition. How many times do you call, email, mail, or visit with your clients during the time you’re representing them?
• Do you have an extremely high success rate? How is your success rate on cases compared to your competition?
• Can you be trusted? The biggest impediment to establishing a new relationship with anyone, including a new client, is whether you can be trusted. Why should a prospective client trust you?
Are you willing to take 30 minutes right now to think through and write down how you are different than your competition and why a prospective client should hire you instead of another attorney?