You practice in a crowded market, differentiating yourself among the other lawyers who do what you do. But why would you possible want to be just another face in the crowd when you can really stand out?
You can be a lawyer, or you can be THE lawyer. It’s your choice, but I suspect you want the be THE lawyer.
Marketing Profs Daily Fix just hit on this topic, and I wanted to take a minute to remind you all of why you want to – nay, need to – be the THE.
“A” is random. “A” is generic. “A” is one of many. “A” is adequate.
“THE” is singular. “THE” is specific. “THE” is the only. “THE” is expert.
- Do you want A (one of any) babysitter to watch your children, or THE (best) babysitter?
- When your hard drive crashes, do you call seek A computer tech person, or THE computer guru?!
- Do you want your hair cut/styled by A (random) stylist? Or THE (master) stylist?
- Does your boss put A marketer on the big holiday promotion? No it goes to THE marketer.
The fact is that your prospects don’t want to go to a lawyer, they want to go to THE lawyer. They want the person with all the answers, the person who needs a solution from the right service provider.
You can blend in or stand out – it’s your choice.
In the coming weeks we’ll be unveiling a new solution to help you be THE lawyer. I can’t reveal the details you, so stay tuned. Until then, strive to be the THE.
