Law firm marketing: Seek benefits to clients, not features of the lawyer!
Tom Kane asks us to do something which most of us can't: " ... Think about the unique legal features your practice offers clients ... "
Lawyers have a very difficult time truly understanding what we (lawyers) provide to clients. Clearly, this is not easy for most of us. Saying "we provide solutions" is not sufficient.
Because of this, it is difficult to differentiate ourselves from the other 1 million lawyers in this country! As the legal profession matures and lawyers come to fully understand the business-like qualities of professional service providers, being able to state the differentiation in ways clients understand may be one key to economic survival.
Lawyers have a very difficult time truly understanding what we (lawyers) provide to clients. Clearly, this is not easy for most of us. Saying "we provide solutions" is not sufficient.
Because of this, it is difficult to differentiate ourselves from the other 1 million lawyers in this country! As the legal profession matures and lawyers come to fully understand the business-like qualities of professional service providers, being able to state the differentiation in ways clients understand may be one key to economic survival.
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