This Watch Costs $136,800

Roger Dubuis Excalibur Double Tourbillion

This watch costs $136,800, used, according to Gray & Sons jewelry catalog. Want to know how much it retails for?

$273,600. That will take your breath away. Why is that important? I’ll tell you.

Think about the type of person who buys this watch. If you were the Roger Dubuis watch company, who would you market this watch to? Where would you focus your marketing dollars? Do you think your ideal customer rides public transportation and waits in line at Costco?  Or, do you think your customer is more accustomed to riding in a chauffeured driven Rolls Royce and traveling cross-country in his own private Gulfstream jet?

If you don’t know who your ideal client is, you have no idea how and where to market your message to them.

Patek Philipe Perpetual Retrograde Calendar

How about this “lesser valued” watch? Gray & Sons describes this watch as 18K white gold on leather strap. Auto with sweep seconds, date, day, month, moonphase and perpetual calendar. Complete with winding box and papers. Care to guess the price of this ‘pre-owned’ watch?

$58,990. Retail price? $69,200. As much as a very nice luxury sedan.

Again, who wears this type of watch? Someone earning a very healthy income. Imagine high 7, 8, and 9 figure income.

So what does all this have to do with marketing your law practice? The answer is…everything. I’ve written about this before, specifically how watch companies are able to distinguish their timepieces. Remember, they all tell time. Why is one watch so expensive, and another reasonably priced? It has to do with perceived value, desire and exclusivity.

If your legal clients do not recognize that you have significant perceived value over your competitors, they will view you as a commodity and will look for the lowest price attorney. You must also have something desirable that your potential clients need and want.

With regard to exclusivity, this one is trickier to demonstrate. Why? Because all attorneys have basically the same sets of laws upon which to base factual decisions and recommend action. Case law is available for anyone to read. It is the interpretation, experience and analysis which helps one attorney create one plan compared to another law firm with a different plan possibly with a different outcome.   Creative attorneys recognize why exclusivity is so important. Being able to create exclusivity for your law practice will be elusive for most.

That leads me to my final point for today’s blog post. Using video is the best way to show your value; your knowledge, expertise and experience, as well as your exclusivity.  Call me today to find out how.

516-487-8207 or by e-mail at I welcome your call.

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Gerry, I want to thank you, you’ve helped me – not just to use video that actually converts and gets me what I want from the video that I use on the web. You have consistently delivered information to very smart, very savvy businesspeople – lawyers and professionals – that they just rave about and that they are going to start implementing in the next couple days to radically change and transform how they deliver the value to clients and how they get paid for it. Gerry, thank you! Fantastic!

David Frees
Unruh, Turner, Burke & Frees