Legal Marketing Blog

Some argue that professional service firms cannot differentiate themselves effectively. It is difficult, of course, when firms try to do so on their web site, or in brochures or ads by saying in effect that “We are smarter, more experienced, do a better job, tougher litigators, etc., etc.” Heaven knows firms have tried, and there are hundreds of law firms out there that are all saying the same thing.

According to long time author, blogger and consultant, Bruce Marcus there are several reasons that statements like that are problematic:

• The evidence of such claims is intangible
• Their “outrageous and self-serving,” and
• Violate the canons of ethics in most, if not all, states.

In an his article on the myths of differentiation within professional services firms that appears at RainToday.com, Bruce contends that although differentiation is problematic, firms can project their “firm’s distinctive qualities” by positioning and demonstrating those traits. He states:

“Valid positioning begins with a perception of what the firm's marketplace sees as a major problem, need, or opportunity, and then crafting messages that demonstrate your firm's ability to respond to that need – to bring to bear the expertise and experience appropriate to serving that market.”

He is talking in classical marketing terms, and is correct. The only problem is that I think there is a much simpler way to differentiate your firm. Position yourself to do the things other firms don’t (and clients want), and demonstrate those traits in all the firm’s dealings with all clients. And, per chance you may ask, what are those differences?:

• Treat clients with respect,
• Return phone calls within an hour (or have someone do so on your behalf),
• Give clients an accurate idea of what the matter entails, the process involved and the costs,
• Know the clients business (inside and out), 
• Be responsive to client requests (for anything),
• Meet all deadlines,
• Don’t over promise and under deliver,
• Seek client feedback,
• Don’t surprise the client (about anything),
• Communicate constantly,
  
• Keep client informed as to their matter, and
  
• And so on….and so on.

These are service issues that consistently give clients headaches and lead to grievances (and the firing of law firms), because too few firms provide this type of service. So, you can differentiate your firm by providing the service that other firms don’t.  Don’t just talk about doing it, but demonstrate it and word of mouth will take care of the rest.

law firms often take the "me too" approach to marketing, and thus they just say exactly what the other firms say when trying to differentiate themselves (one would think that highly educated people would see how this does not work).

The best thing for a firm to do is to establish a business development culture amongst its lawyers. Recognize attorneys who are active outside of the firm (in the business community). Through being involved people build a networking of contacts that can and will refer business.

Additionally, you need to build real relationships (aka - Friendships) with those you encounter in a business setting. This means other attorneys (inside and outside your firm), referral sources, prospects and clients. When people really know you as an individual is when you stand out from the crowd. A website and brochure do nothing to help with this.

Statements that claim you are more expert, etc., can cause big E&O problems, as well. Always sell benefits.

awesome post. yes, yes, yes... Lawyers can develop personal brand through their competency, character, charisma and community.

To stay within the code of ethics, lawyers can't claim to be a "certified specialist" but can nevertheless focus marketing messages toward the needs of specific communities. And thereby develop a personal brand perception of uniqueness.

And of course, being personable helps too! As we know, the time of pompous lawyers ruling the world is waning.

Hmm.

Well, I know my clients are great people. And they build their personal brand around their character.

Afterall, that's what ethics & professionalism is supposed to conjure.