Before you begin implementing any marketing strategies, you need to develop a Unique Competitive Advantage that helps you communicate to prospects the reasons why they should buy from you. Because law firm is so competitive today, your law firm marketing strategy should plainly differentiate your company from your competitors.

To discover how to position yourself and your products and services to formulate your UCA, you need to find out:

• The top 5 reasons why a prospect should buy from you versus your competition

• Your competition’s weaknesses and how you can take advantage of them

• Why you are the best choice for your prospective client

• What you offer – exclusive products, better service, etc. – that prospects can’t get elsewhere

• What attracts clients to your competitors

• How you can find the best people possible to help you succeed

To create your Unique Competitive Advantage (UCA), you should focus on:

Benefits – what do you do better than your competitors?

Value – what value do you provide that others do not?

Results – what do you do that helps achieve better results for your clients?

Solutions – do you have unique solutions to a client’s problems?

Service – how would your clients describe the way they are treated?

Specialty – do you specialize in a service or product that your competitors do not?

Credibility – why are you a more credible resource than the competition?

Visibility – how do clients find you and are you leveraging all your opportunities for discovery?

When you develop a solid UCA, you obtain what you need to implement a sound law firm marketing strategy that tells a client why they should buy from you.