I ran across the infographic below a few days ago and am just beginning to wrap my mind around the fact that it says only around 62% of law school graduates this year will find a job – down more than 20% from 2011!
And if you’re a lawyer in California, Texas, Illinois, Florida, Ohio, Pennsylvania, New York or New Jersey, you’re facing the most competition for legal services. So how do you prevail?
As I was explaining to our Rainmaker Retreat attendees in Las Vegas last weekend, in today’s environment, attorneys must be able to differentiate themselves and clearly answer the #1 question in prospect’s minds, “Why should I hire you versus anyone else or doing it myself?”
Many attorneys try to position themselves against other attorneys by comparing “apples to apples,” I hear all the time, “I’m a good quality attorney with low prices and offer great service.” That does NOT differentiate you. It puts you in the mix with your competitors and makes you a commodity.
Commodities are always based on price, so this is a dangerous game to play. Rather, you need to position yourself so people are comparing others who do what you do as “apples to oranges.” This way you become the go-to attorney in that field. To create a powerful positioning statement you need to focus on the “Benefits, Results, Solutions and Values” your firm offers.
PI Attorneys: Register Now for PILMMA Fall Summit Sept. 21-22 in Las Vegas
Join me at the Personal Injury Lawyers Marketing and Management Association (PILMMA) Fall Legal Marketing & Management Summit on Sept. 21-22 in Las Vegas, when I will be making a special presentation on 5 Proven Strategies to Double Your Referrals.
There are a host of other nationally renowned speakers who will be joining me for this prestigious summit, including:
James Mitchell Brown, author of the book Marketing for the Contingency Fee Law Firm, is the nation’s leading consultant for contingency fee firms. Brown has been an attorney since 1973. He formed Attorney Consultant Inc. in 2004 and has been recognized throughout the country for his expertise in teaching marketing and business management skills to attorneys.
Mark Wolfe has been practicing in the area of personal injury litigation since 1987 with an emphasis on auto-negligence cases. He is a partner in the Mobile, Alabama firm of Boteler, Finley & Wolfe. He has tried over 200 car crash cases to verdict and handled over 3500 car crash claims or cases.
Patrick Anderson will share the strategies and results of successful PI attorneys who are using iPhone apps to bring in “winnable cases”. His Case Study documents a step-by-step marketing blueprint used by PI firms to generate thousands of legal app downloads in a few short months.
For those who are not already members of PILMMA, you will be able to attend this two-day summit and get two months of PILMMA Gold Membership rights at one all-inclusive rate. PILMMA members and non-members can register online -- simply click this link and learn how you can start snagging these big cases for yourself!