You’re a small firm or a solo, competing against bigger firms. They have more employees and bigger budgets. They have more buying power and can advertise for half of what you’ll pay. They have marketing committees and dedicated staff who do marketing-related activities all day long.
How do you compete against them?
You don’t. If you want to win, you have to choose the right battles.
If you have a small team, perhaps just you and an assistant, don’t target big clients who would never consider a small firm. Target smaller clients who not only would consider hiring a sole practitioner or small firm, they prefer it.
As a small firm, you are quicker and more agile. You don’t need committees to make decisions or change course. You make the call and do what needs to be done.
Unlike big firms, you don’t handle “everything”. You’re not adequate at many things, you specialize and are excellent at what you do.
You don’t have a huge staff or rent entire floors so your clients save money when they hire you.
You work closely with your clients and develop a personal relationship with them. When they need you, they can speak to you. You understand their business and industry. You know their staff. You are more than just their lawyer, you are a partner in their success.
Big firms have their strengths. Don’t compete with them. Don’t approach big companies and try to dazzle them with your successes. Even if they are impressed and love you they’re not going to hire you.
Create a profile of your ideal client and target only them. Tailor your marketing materials and your approach and show them that they are your ideal client and you are their ideal lawyer.
To create a profile of your ideal client, use this