Your services aren’t unique.

You may put your own spin on them, offer lower fees or other benefits, package and present them differently, but in truth. . . .

You and your competition offer essentially the same services.

And clients are just a five-minute search away from choosing another lawyer.

Yes, the quality and scope of your marketing plays a role. But in the realm of professional services, that can only do so much for you because a professional services practice is built on relationships.

So how do you get clients to choose you instead of the guy next door? That’s simple.

Put more of YOU into every aspect of your practice.

Because YOU are original.

And because clients buy you before they buy your services. They choose you and stay with you because of you.

Simple as that.

How do you put more of yourself into your practice?

• Show people how you think by writing and speaking more openly, and more often
• Champion the causes that are important to your target market; let them see that you care about the things they care about
• Share some details about your personal life—what you do outside of work, your family, what you do for fun. Let people get to know the “real” you, not just the “lawyer” you
• Judiciously share some of your flaws and blemishes. Let people know you’re human (just like them)
• Own up to errors and mistakes; give clients the benefit of the doubt on billing issues.
• Build relationships with clients and prospects and the professionals in your network. Stay in touch, mostly via email, so they can learn more about who you are, what you do, and how you work with your clients.

New services? New solutions? Original ideas? They’re great, if you’ve got them. But you don’t need them.

Because there’s no one else like you and clients buy you before they buy your services.

Why email is still the best (and easiest) way to build your practice