I just read an article about marketing that points out something you and I already know:

“Competition is fierce. . . consumers are inundated with options and may develop decision fatigue. So. . . they tend to [rely] on referrals and reviews from friends,” she says.

“Highly competitive spaces breed the “who you know” type of purchasing decisions, or can drive you to offer a lower price as a competitive edge.”

She makes it sound like referrals are a bad thing. Hey, that’s where we part company.

Then she makes a good point, stressing the value of “offering a novel and truly innovative product or service” to stand out.

We agree. Marketing is easier and more effective when you do something most attorneys don’t.

Then the author makes another good point. She says that being different keeps you from focusing on your competition, and makes you more likely to focus on your client or market.

“There’s only so far ahead you can get if all you is follow or copycat a competitor.”

Preach, sister.

But, alas, most attorneys are in the copycat game. Most attorneys don’t innovate or do things differently.

We use the same forms, the same process, and follow the same timetable. We offer the same services and charge the same fees.

We look alike, because we are alike. (Okay, some of us have better jokes.)

What’s the solution? How do you stand out when you’re not different or better?

The thing is, you don’t actually have be different, or better, at least not demonstrably. You can “be” different by appearing to be different.

That’s where marketing comes in.

To wit:

You and 1000 other attorneys in town all begin the case by interviewing the client, getting all the facts and details, and asking the same questions to flesh out what happened.

Boring, isn’t it? Not to the client.

Clients want an attorney who is thorough and works hard to get all the facts, so they can do a better job for them. Yes, other attorneys do the same thing, but if you’re the only one describing this process in your marketing, in the eyes of your market. . . you are different. Or better.

And that’s why it’s a good idea to study your competition, what they do and how they market their services.

It’s how you find ways to differentiate yourself.

For more ways, get a copy of The Attorney Marketing Formula.