I saw a quote today that provides a valuable lesson to everyone who markets professional services:

“Don’t just sell the thing you do. Sell the way you do the thing you do.

“Why is this so valuable? Because services are intangible. People can’t see what they get when they hire you.

Of course, you must tell prospective clients what will happen when they hire you. Tell them how their situation will be improved, how their problems and pain and risks will lesson, how they will be able to sleep better at night.

Clients don’t hire you to write documents and talk to other lawyers–they hire you to get results.

But since other lawyers do what you do, if you want to stand out, you should also tell people how you do what you do.

Show them a picture.

Tell them about the information you collect, the questions you ask, the steps you take to move things from point A to point B and beyond.

Show them what it will be like having you as their attorney.

Your competition does essentially the same things you do but they’re not you. Your style, your habits, your personality, are all a part of what you do. Show people what that looks like.

Don’t just sell the thing you do. Sell the way you do the thing you do.

This will help

If you like the information on this site, you'll love my free daily newsletter, "The Prosperous Lawyer," Sign up right here and get my free report, "Marketing for Lawyers Who Hate Marketing: How to Build a Successful Law Practice Without Networking, Blogging, Facebook or Twitter"