Positioning in Law Firm Marketing: Do It Well or Not At All
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Positioning is one of those little-known and less understood law firm marketing ingredients that can make a very big difference in the success of your law firm marketing approach.
But only if it is done well.
Positioning is the unique place your firm carves out for itself in your area of practice.
It is the perception your firm wants to instill in the client’s mind.
It defines how your services are different from and how they are like the competition
It spells out what place you hold in the competitive landscape.
In essence, it defines how you practice your particular area of law and why clients should choose you (by the way, you can have more than one positioning statement if your firm practices more than one area of law).
But positioning is only valuable to your law firm marketing strategy if it is done well.
All too often, positioning in law firm marketing is used to make your firm look, sound and act like every other law firm in your field of practice.
Like many business people, attorneys sometimes think there is only one “right” way to position themselves in the minds of clients.
The problem is, if you look, sound and act like every other firm, you give clients no reason to choose you. In fact, if all firms were exactly alike, there would be no reason to choose at all. One firm would be the same as the next.
The truth is that there are unique reasons why clients should choose your firm.
Perhaps it is because you specialize in a little-served niche that no one else serves.
Perhaps yours is a personal injury firm with long-standing connections to the automotive industry that enable you to settle sooner and for a higher amount.
Perhaps you serve as an elder care advocacy firm and you make a point of getting to know your clients on a personal level.
In each of these examples, there is something unique about the firm that would be meaningful to the end client. And that is the point.
If you want to increase the return on your law firm marketing investment, spend some time clarifying your law firm marketing positioning.
In fact, that’s what I’m helping the attorneys who are attending our Rainmaker Retreat do right now, during our last event of the summer in Las Vegas. Check back here for the Fall 2010 Rainmaker Retreat dates to be announced shortly.
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