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Focus on benefits when communicating with prospective clients

Marketers like to talk about positioning, unique selling propositions and differentiation. Differentiate or die! is a common refrain heard among marketing gurus young and old.

Given the sheer number of firms competing within the same geographic areas, attorneys certainly face a challenge when attempting to set themselves apart from their competition. The reality of the legal profession is that it is not possible for firms to offer a service that is completely distinct from that of other firms. One family law attorney will handle divorces within the same legal framework and constraints as all others, and this holds true for other practice areas as well. You can find a niche market, offer a unique billing structure or have specific areas of specialized experience, but at the end of the day, the law is the law.

In addition, research has shown that people do not see a lot of actual (more…)