If you want your practice to grow, one of the best things you can do is stand out from other lawyers and firms.
Most lawyers and firms don’t.
They offer the same services, make the same promises, charge similar fees, and use the same marketing strategies. They look and sound and smell like everyone else.
Think about your competition. Very few stand out. They play it safe, because they think “safe” is smart.
I did that when I was starting out. I wanted to do what other lawyers did. I DIDN’T want to stand out. (That came later when I saw I was getting nowhere fast and needed to do something different).
You don’t have to do anything radical. Just different in a material way. Add a new service, offer an additional benefit, change your fee and billing structure. Or use different marketing strategies than everyone else uses, or do them differently.
It could be something as simple as changing up your writing style. That’s what I did. Other lawyers wrote formally, very lawyer-like (and boring), and I wanted to try something different.
I added some variety and spice to my writing, using a little humor and drama, shorter paragraphs and sentences, and went out of my way to make things interesting (not boring).
I got noticed. Opposing counsel commented, and seemed to be a little more willing to talk instead of firing missiles in my direction. My clients noticed and told me they enjoyed the new me.
You don’t have to do the same thing, but whatever you do, start small. Because if you don’t start small, you might overreach and be afraid to continue, or never start at all.
Try a new billing format, for example. Give it a test run. See how you feel about differing from everyone else (and differing from what you’ve always done), and see how others react. If you’re nervous about how your clients might react, start with new clients who don’t know what you’ve done before.
Let’s say you decide to communicate with your clients and prospects more often, via a newsletter, blog, podcast, or by sending them articles about their industry or market. If you already do these things, try sending them more often, adding your comments, or branching out to other subjects.
If other lawyers in your space don’t do these things (or do it much), you will stand out. Clients will see you as different. They’ll see an advantage in working with you, not just because what you send them or do is amazingly better, but because it is different.
Be different. You’ll thank me later.
