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You need to be able to answer that question in your own mind clearly and concisely.
If you cannot answer the question, you need to spend some significant time coming up with a value that you offer compared to all of your competitors and colleagues.
During my strategy sessions with lawyers who contact me to learn whether my video marketing programs here in the Lawyers Video Studio are right for them, I ask them these two key questions:
- “How are you different from all other lawyers who practice in the same niche as you do?”
- “How do you market that message in what you are currently doing to attract people to you?”
The answers are remarkably similar. I’m usually met by total silence. Often I hear “Umm, hmm…” then their voice trails off.
Some attorneys start spouting their clichéd ad phrases from one of their media.
- “I give personal attention.”
- “I’ve been doing this 20 years.”
- “We care.”
Then they come to the self-realization that the majority of their marketing messages have done nothing to help set them apart from any of their competitors or colleagues. They cannot, in their own minds, even verbalize how they are different from the next attorney. Without that crucial piece of information, how can you truly expect to stand out from the crowd of sameness?
As my good friend and mentor Kevin Nations asks “What is the transformational value that you offer to your clients?”
The reality is that if you are not offering transformational value, your consumers and clients have no reason to hire you. You can be the best attorney at what you do, but if you cannot deliver that message to them clearly and concisely, they will never realize you are the right one to help solve their legal problem.
TO LEARN MORE…
Want to learn more of these tips, strategies and techniques about how to stand out from the crowd of sameness? Want to learn how creating a video marketing system can help you market your law firm in ways that are different from what you currently do, and from what your colleagues and competitors do?
If so, I encourage you to set up your free strategy session with me by calling 1-800-320-4314 and leaving Kathleen, my production manager, a message. Or you can leave her an e-mail at firstname.lastname@example.org. We welcome your call!