My question to lawyers is, what makes you different?

Most of the lawyers will answer:  “I care about my clients.”

And that’s when I deliver the bad news:  Caring is not a competitive advantage.  Every lawyer says they care about clients.  Every prospect expects you to say you care.  So caring does not make you different, it makes you the same.

And then I will tell them what prospects care about.  There are only 3 things:

• Benefits.

• Value.

• Results.

What you need to tell prospects with your law firm marketing is the benefits they will get because they are doing business with you, the value you will provide them (value does NOT mean price) and the results they can expect from the services you provide.

To be able to successfully pitch why you are the best choice, you must understand the problem the prospect sitting across from you is facing.  They are coming to you seeking a solution to a specific problem, which for you could be something you see every day, but for them is new and unique.

The questions they throw at you are probably the same ones you have answered many times before, but understand that what they are really asking is, “why should I hire you?”  If you are able to explain how you can solve their particular problem through benefits, value and results, then they are more likely to hire you instead of the attorney down the street.