Law Firm Marketing: Discover the Importance of Positioning
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. So what is positioning?
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 (and 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.
Your positioning says something unique about the firm that is meaningful to the end client. That is the point. And by successfully positioning yourself as a specialist, you will enjoy these benefits:
- Significantly higher rate of referrals.
- Ability to charge higher rates.
- More opportunities to offer clients more expensive services.
- Better client retention.
- Not perceived as a commodity.
- Value is based primarily on credibility and expertise.
- Better positioned to get positive media coverage.
- Easier to dominate your niche.
If you want to increase the return on your law firm marketing investment, spend some time clarifying your law firm marketing positioning.
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Watch-When-You-Want Webinar: How to Answer the Question, "Why Should I Hire You?"
One of the toughest questions attorneys get from a potential client is, “Why should I hire you?”
When faced with this question, most attorneys fall back on talking about the quality of their services, their experience and the size of their law firm.
Prepare to have your eyes opened to the truth by accessing our one-hour How to Answer the Question, “Why Should I Hire You?”: Creating a Unique Competitive Advantage webinar online to watch at your convenience. Learn:
- Why quality does NOT matter! (Yes, you read that correctly, quality does not matter when it comes to closing a prospect)
- The #1 reason why prospects “shop you on price”
- How most attorneys completely miss the point when talking about their experience
- The 4 biggest reasons to emphasize when talking with prospects
- Overcoming common objections attorneys encounter
- Winning over skeptics by focusing on the numbers of your practice
- Case studies of how top attorneys respond when asked the ultimate question
- How to overcome price objections even before you meet with a prospect
- How to respond if someone says, “Your price is too high” or “That’s too much money!”
- How to get potential clients to stop making price an objection once and for all
- And 8 more effective ways to answer the question, “Why should I hire you?”
To access the webinar online, click here.
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