Over the past week I have been covering four laws that can help you become the leading lawyer in your field. The series was inspired by Trey Ryder’s  newsletter where he wrote about the laws based on Positioning: The Battle for Your Mind by Al Ries and Jack Trout.

The previous three posts addressed: 

• The Law of Perception
• The Law of Leadership
• The Law of the Category

Today we conclude with the Law of the Mind. Basically, it doesn’t matter if you are the leader or first in a category, if you are not first in the mind of your prospects it doesn’t matter if you were “first in the marketplace.”

The first mainframe computer to hit the market was UNIVAC built by Remington Rand. However, the perception is that IBM was the leader in that category. Also, Trey points out that three other actors played Perry Mason before Raymond Burr, but, I believe, it is recognized that Burr owns the category. 

I alluded to this point in my last post. That is, you can’t just be first in your niche area, you have to actively market that fact so you will be recognized as the leader in the mind of potential clients.
You may or may not be the “best” lawyer in your field, but you sure can be the most successful, if you actively apply the four laws of successful lawyer marketing.