“Most lawyers offer the same services and deliver the same results. There’s no advantage to hiring anyone in particular so you might as well hire the cheapest one”.
That’s what many clients think, isn’t it? And the client is always right.
Most lawyers look alike and sound alike. Their websites are nearly interchangeable. Swap the name and contact information of lawyer A with lawyer B and you would never know the difference.
That’s also true with ads. Presentations. Podcasts. Videos. Social media posts. Brochures. Newsletters. Articles.
Lawyers wear the same clothing. They have offices on the same street. Their waiting rooms, desks and chairs, and wall adornments all look a movie set.
Welcome to Blandville, where everyone is the same.
If clients can’t perceive any difference between you and your competition, how do you expect them to notice you, remember you, and choose you?
It’s a problem but it is incredibly easy to fix.
There are many ways to differentiate yourself from the competition. Many ways to show clients why you are the better choice.
One of the best ways is also the easiest.
Do this one thing and you will no longer be McLawyer, serving the same (dull) food as everyone else.
The missing element? The magic potion? The easy thing you can do to stand out?
It’s you, my friend.
Your personality is what’s missing from your marketing and your public persona. It’s the one thing no other lawyer has or can copy.
Put your personality, your style, your stories, your opinions on your website and in your emails, articles and presentations. You are unique. There’s only one “you”. Let that uniqueness shine through the boilerplate and the legalese and you will instantly stand out from the masses of legal humanity.
I know this may be tough for you. You play your cards close to your vest. You don’t like to share anything personal. You do good work and expect your work to speak for itself.
It doesn’t. It needs a spokesperson. It needs you.
Give this a whirl. Start with something small. Put a little you into your next email to a client.
Add a P.S. and share something that doesn’t belong in that email. Mention something you did recently or something interesting you saw or read. Ask for their opinion about something other than the subject of your email. Ask if they’ve seen an article you posted on your website. Or if they’re a fan of a program you’ve been binge-watching on Netflix.
Go ahead, try it. You may like it. I know your clients will.
More ways to differentiate yourself found here
