If you were going to open a coffee shop, you would start by researching the market. You’d look at the existing restaurants in town and size up the competition.
How many coffee shops are there in a one-mile, three-mile, and five-mile radius? What’s on their menu? Do they have any specialties? What are their prices?
You would look at population density, traffic patterns, parking, and a hundred other factors, in an effort to find an unmet need in the market or an opportunity to improve on what other coffee shops do.
And then, you would come up with an angle, something that would make your coffee shop stand out from the competition. It might be the furniture, lighting, or decor. It might be the name of your coffee shop, your menu, or prices.
You would look for something you could do to get customers to notice you and give you a try. You would then give them the best experience possible so they would come back again and tell their friends about you.
Which is exactly what you need to do with your law practice.
You need to give people a reason to notice you and hire you instead of the legions of other lawyers in town with a similar menu. You need to stand out from the competition by being better or different.
So tell me, why should I buy your hamburgers?
How to develop an angle for your practice
