Too many firm brochures and web sites are self-focused. It seems it’s always about “us” “we” or “our.” Any smart business student will tell you that a company (or law firm) should not just talk about the features of its product or services, but rather should put a heavy emphasis on benefits the customer (client) will gain. That is, emphasizing what the “value” is to the client.

Kevin Levi at Small Business Branding has a succinct post today on the topic of effective positioning. What I noticed very quickly is that he took a couple of simple “feature-focused” statements and turned them “value-added” statements by adding the words “you” and “your” to both.

Think about the unique legal features your practice offers clients; then, practice how you would tell a prospective client about the value of your services to them using “you” and “your.”

Try it.