How the Rules of the Game Have Changed, Part 3 of 3
Today in our look at the new rules of legal marketing, we’ll be taking a look at Rule #5, both the old and new.
Old Rule #5: Look to your competitors to succeed. In the race to be perceived as equals, small law firms have done their level best to erase the lines between them and their larger brethren. The result is an inability to self-differentiate. Ask two partners, one at a small firm and one at a large firm, what makes each of them unique, and they’ll both likely give you the exact same response.
New Rule #5: Only the specialists will survive. In this new economy, you must clearly stake out your ground: who you are, whom you serve, and how you specialize is increasingly vital to your survival. Identify your uniqueness and emphasize it everywhere. Train every person from your partners to the receptionist how to answer the Big Question: “Why should I hire you?”
Agree or disagree, the rules have certainly changed. The new rules are here and they may be here to stay. How will you respond? What actions do you need to take today to make the most of the opportunities tomorrow?
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