Are you willing to admit that there are other lawyers who do what you do and are better at it than you are? That you’re not the best lawyer in town, or even better than most?

And yet clients still hire you and refer you and love you.

Because hiring a lawyer or firm isn’t a completely rational process.

Clients meet you or hear you speak or read something you write, or they see your ad or a friend recommends you (or your article or post), and they visit your website to learn more.

If they continue to like what they see (and what you offer), they take the next step. And eventually hire you.

Most clients don’t do a lot of comparison shopping.

Which means you don’t have to be the best there is, or even better than your competition. You just have to be good enough to get looked at and not blow it.

Sure, some clients are sophisticated and will scrutinize you down to your shorts. But most don’t.

Your mission, should you decide to accept it, is to get more people to look at you and not give anyone a good reason to not hire you.

Be the best you can be, but don’t worry about being the best there is.

The quantum leap marketing system (for lawyers)