It’s no secret that competition is fiercer now than ever before. You’ve got other lawyers jockeying for your clients like always, but now there are all the paralegal services nipping at your heels like angry dogs in search of a new chew toy.
That’s why the smart money is on positioning your firm properly. Positioning is the way in which your firm is differentiated from the competition. Most consumer bankruptcy lawyers don’t realize the power of positioning, and how it can boost your bottom line.
An integral part of the consulting work is helping my law firm clients determine who they are, and what they stand for. From there, we can work on how the firm may be able to differentiate itself from the competition.
Positioning is different from picking out pretty colors and a snappy logo for the letterhead and sign in front of the office. It requires you to dig deep down and pull out the answer to, “Why should someone hire me?”
Proper positioning requires you to emphasize benefits, rather than features, of your product. Let’s go back to one of my favorites, the humble drill. If I go to a hardware store for a drill, what I’m really buying is a hole in the wall. The machine is just the tool, not the benefit. I want the benefit, a nice hole in the wall into which I can screw a hook.
So, too, with bankruptcy lawyers.
Should someone hire you because you offer a free consultation, day and evening appointments, and free parking? Probably not, because chances are pretty good that some other firm in your area provides these features of their service offering.
Consider the following two statements:
“Experienced bankruptcy lawyer. We offer a free consultation. Evening and weekend appointments available.”
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“Our experienced bankruptcy lawyers will review your situation at no charge, giving you the right advice for your situation. And you don’t even need to take off a day from work because evening and weekend appointments are available.”
See how the second option puts the benefits right in front of the consumer? Don’t just tell them what you have, but let them know in no uncertain terms why it’s good.