The US Navy says its core values are “Honor. Courage. Commitment”. It is what they stand for, their ethical compass. It is also a promise, to themselves and to the country they protect.
What’s yours?
What is the one word or short phrase that defines you in the context of your career or practice?
What’s your thing?
Mine is “referrals”. When an attorney wants to know my core marketing philosophy, it is that every law practice should be built on a foundation of referrals.
When you hear my name, I want you to think “referrals”. That’s how I built my practice and if I could only teach you one marketing method, referrals would be it.
How about you? When I hear your name, what do you want me to think? What is the word or phrase that defines you and your core beliefs?
It might have something to do with your practice area, target market, or your reputation. It might relate to your biggest passion, a personality trait, your mission or long term goal.
Picture your word or phrase as a banner above the front door to your office or at the top of your website. What does it say? Write down the first thing you thought of.
Whatever it is, you don’t need to make it public. You may at some point, but this isn’t an exercise in creating an advertising slogan or marketing message. It is a way for you to go inside yourself and find your core.
Later, you might use it to create a slogan or commercial message. For now, emblazon it only on the insides of your eye lids–for your eyes only.
Look at it often and ask yourself how it makes you feel? Does it make you proud? Content? Excited? Does it feel like the right choice for you?
If it feels good, live with it for awhile. Eventually, but only if you want to, you can use it to fashion something for your clients and prospects.
My website banner says, “Earn More. Work Less.” That’s my promise. The benefits I offer.
It’s the “what”. Referrals are the “how”.
When you’re ready, this will help you create your marketing message
