There are a lot of law firms in the world—so why should anyone choose yours?
In some ways, that’s the fundamental question that all marketing seeks to answer, but the problem of distinction is all the more acute for young firms. When you’re just starting out, you’re less sure of your identity—yet it is critically important to show potential clients what makes you special, what unique value proposition you have to offer.
The question, as ever, is how. We’ve got a few tips for you, listed below.
Strategies to Make Your Firm Distinct
Think niche. You’re never going to make it trying to be all things to all people. Instead, focus on a niche that you can call your own—something you’re passionate about and something that’s needed in your market. A Silicon Valley attorney might brand herself as a startup attorney, for instance. The point here is to specialize, not generalize.
Craft an elevator pitch. When people ask you what you do, you need to have a 30-second spiel for your firm that you can deliver—one that really hammers home your niche. Again, get specific rather than abstract
Focus on service. Lawyers often have reputations for being all business—litigious, aggressive, not exactly people pleasers. So, there’s an opening, a place for you to show that you’re different. Make it your top priority to be courteous, attentive, and genuinely interested in every customer you talk to on the phone. Ingrain that into your company culture. Make that your distinctive: You’re the firm people actually like dealing with!
Become a thought leader. There’s no better place than to prove you’re special than on social media. LinkedIn and Twitter, in particular, can be great places to share insights or tips that pertain to your niche. Focus on offering insights that clients will truly value.
Hire a marketing firm. This may seem like a no-brainer, and also a bit of a cheat, but it really is important and strategic: When you reach a point where you can afford it, bring in a marketing firm to give your company a message and a visual style all its own.
There are many law firms out there; today, spend some time thinking about the things that make your firm unique.