I saw a quote today that provides a valuable lesson to everyone who markets professional services:

“Don’t just sell the thing you do. Sell the way you do the thing you do.

“Why is this so valuable? Because services are intangible. People can’t see what they get when they hire you.

Of course, you must tell prospective clients what will happen when they hire you. Tell them how their situation will be improved, how their problems and pain and risks will lesson, how they will be able to sleep better at night.

Clients don’t hire you to write documents and talk to other lawyers–they hire you to get results.

But since other lawyers do what you do, if you want to stand out, you should also tell people how you do what you do.

Show them a picture.

Tell them about the information you collect, the questions you ask, the steps you take to move things from point A to point B and beyond.

Show them what it will be like having you as their attorney.

Your competition does essentially the same things you do but they’re not you. Your style, your habits, your personality, are all a part of what you do. Show people what that looks like.

Don’t just sell the thing you do. Sell the way you do the thing you do.

This will help

Back in the days when vitamins were first making their way into our collective consciousness, companies that made “multiple vitamins” would promote the simplicity and ease of taking “one a day”.

You don’t have to figure out which pills or what dosage to take, just take our “one a day” pill.

In fact, some companies still do this. They know that the easier it is for customers to do, the more customers will do it.

And that makes sense.

Of course, I see a parallel between taking vitamins and marketing legal services.

If I make it easier for you, you’ll be more likely to do it.

Yes or yes?

So, here’s your “one a day” marketing vitamin:

Once a day, connect with one person.

You could call a former client, to say hello, or send him an article you thought might interest him.

You could follow-up with a prospective client, to see if they have any additional questions.

You could call a professional contact, to schedule coffee, compliment their new article, or see what they’re up to.

One a day.

It doesn’t sound like much but for many attorneys, it’s more than they do now.

The key is to make a habit. Take your vitamin every day.

A simple but effective way to improve the health of your practice.

More

How do you get clients to see you as their one and only?

The one they always turn to when they need help?

The one who’s content they regularly consume and regularly share. The one they provide with positive reviews and testimonials. The one they talk about to everyone they know. 

By doing good work? Providing great “customer service”? Delivering more value than they expect?

Yes, you need to do these things. But doing them isn’t enough.

Maybe for some, but not for others.

No, if you want to get a preponderance of your clients to see you as “the one” and become life-long clients and fans, you need to do something else.

You need to show them that they are “the one” for you.

In every way you can, show them that you are dedicated to your client and others like him. Show him that you focus on attracting and working with clients like him and you are committed to that cause.

In other words, once you have identified a profile of your “ideal client,” let your clients who fit that profile know it.

“You’re the type of client I like to work with. You’re the type of client I’m dedicated to serving. Here’s why.”

And then, with everything you do, show your ideal clients why they are “the one” for you.

This shows you how to identify your ideal client

You don’t want everyone reading your newsletter, coming to your presentations, or watching your videos. You don’t want the complainers, the lookie-loos, or the ones who don’t “get” you.

You want the ones who like what they see and want more of it. Everyone else is expendable and you might as well eliminate them up front.

The other night I was watching a “reaction” video of a woman watching a singer I like and offering her comments. As the video begins, this message appears:

“If you dislike edited reactions and pausing this is not a channel for you :)”

Judging by comments I’ve seen on other “reaction” videos, some viewers prefer the singer’s video to be played all the way through, with the comments to follow. No pausing. It looks like this youtuber got complaints from viewers who don’t like the way she does it, so she tells you up front what to expect.

She’s a bit brusque. I think English is a second language. But she’s got the right idea.

No doubt, she loses some viewers. But the ones who stay know what to expect.

When I tell people up front that I email every weekday, I’m sure some don’t sign up. That’s okay. The ones who do sign up don’t complain about my emailing too often.

What could you do to “sort out” subscribers and followers and clients in advance? How could you tell them that your content or practice might not be a good fit for them?

Being up front like this can not only eliminate some of the wrong people, it is an effective way to appeal to more of the right ones.

Telling people you might not be what they’re looking for gives you posture. You’re not like other attorneys who offer everything to everybody, you know who you want to work with and who you don’t.

And that’s very attractive.

Tell your clients how to identify a good referral and you’ll get more of them