Very few law firms can truly claim to be one-of-a-kind. Very few businesses, really. Even so, there are certain things that make your firm unique – certain traits that distinguish it from competitors. Here’s how to figure out what those are.
It’s the conundrum every business, law firm or no, needs to solve right at the beginning. Why, given all the choices on the market, should a customer choose you over someone else? What is it that makes you their best option – better than your competition?
Those aren’t easy questions to answer. I can completely understand why many law firms don’t bother with it in their marketing. Why they instead focus on more easily-quantifiable stuff like SEO.
Thing is, that’s not the road your firm should go down. There’s a ton of competition in the legal space these days. Consumers have literally hundreds of options when it comes to legal advice.
They can go online to communities like r/legaladvice. They can look at any of a wide number of paid law services on the web. They can work with one of your competitors. They can simply skip hiring a lawyer altogether.
It’s your job to convince them that instead of taking any of the above options, they should work with you.
That’s where your unique selling point comes into play. You need to consider what you offer your clients that no one else can. There are a number of factors that are at play in determining this, and a number of potential starting points:
- The core values of your practice. Why do you want to help your clients, and how can you convey that desire to them? What are the driving motivations behind your firm?
- Your attorneys. What’s each attorney’s area of expertise? What unique aspects of their personalities might be attractive to prospective clients?
- The needs of your clients. This one’s big. Think like your clients. If you were trying to hire a law firm, why would you choose your firm? What can you promise your clients that your competitors can’t? You might even consider speaking to some of your past clients and asking for their feedback on why they chose your firm.
- The services you offer. Do you provide anything that sets you apart from other law firms?
- The region you serve. Focus your unique selling point on your core demographic – the people who live in the same area as your law firm. Do you know people in the area who can help you solve your clients’ cases?
One last thing – keep your USP short and sweet. Something that’s easily digestible and easy for clients to remember. Once you’ve figured out the basics, all you need to do is verify it with your clients – past, present, and future.
The law industry is a highly competitive one, I won’t lie. By defining what makes your firm unique and distinguishing yourself from your competitors, you’re giving yourself a huge leg up. Now that you know what to do, all that’s left is to get it out in front of your clients.
About the Author:
Ryan B. Bormaster is the managing attorney at Bormaster Law. The law firm practices in a number of areas but specializes in 18 Wheeler Accidents, Accidents with Commercial Vehicles such as Work Trucks and Catastrophic Injuries of all kinds.