Why do clients hire you? I don’t mean your services and the outcomes you deliver. Other lawyers in your field do what you do. Why do your clients hire you instead of them?
There are three possible reasons.
The first reason a client hires you instead of another attorney is that they know, like, and trust you. They hired you once, you delivered, treated them well, and they believe you will do it again.
That’s how lawyers build a clientele. Repeat business is the not-so-secret sauce.
The second reason a client chooses you is that they know, like, and trust the person who referred or recommended you. They might not know you, but they know, like, and trust someone who knows, likes, and trusts you, and that’s usually good enough for them.
Repeat business and referrals. Got it.
There’s a third reason you get chosen. No, it’s not because you have the lowest fees. You didn’t just say that, did you? Actually, having the lowest fees is often the reasons clients don’t choose you.
No, the third reason you were chosen is that you said something in your marketing message, content, or conversation that caught the client’s attention and showed them you are different.
You’re not like all the other lawyers they see or hear.
Most lawyers look and sound the same and, let’s face it, are the same. A small minority are different and that difference is enough to attract more clients than other attorneys who are essentially chosen at random.
That difference also allows an attorney to charge higher fees than they ordinarily might charge, more than other attorneys in their market charge, and clients happily pay it, simply because the attorney isn’t like other attorneys.
Now, here’s the thing. The differences that make you stand out don’t have to be huge. You don’t have to have billions of dollars in settlements, sit on prestigous boards, or be regularly talked about in the right circles.
You also don’t have to “do” more than what other lawyers do for their clients. Sure, do that if you can. It’s better. But it’s not required.
So, what makes you different? You.
It is your personality, your style, your brand that makes you stand out. The things you talk about, the things that are important to you, who you are as an individual.
Do “you”. Go your own way. People will notice, remember, and choose you. They’ll also tell others about you.
Because there is a benefit attached to that difference and clients are attracted to that benefit.
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