What Apple’s new iPad Mini can teach lawyers about pricing legal services


So everyone is buzzing about Apple’s new iPad Mini. Comments abound about the features, or lack thereof, but the number one topic of discussion is price.

Many predicted (hoped?) Apple would price the Mini in line with what Amazon, Barnes & Noble, and Google are pricing their tablets, in the neighborhood of $199-$249. They said that in so doing, Apple would crush the competition and own the small tablet market. Instead, the lowest priced Mini is offered at $329.

Many observers are questioning Apple’s strategy. How can they compete with tablets priced so much lower?

The answer is they’re not even trying.

Avi Greengart, research director for consumer devices at Current Analysis, told The Verge, “I think what Apple has done here is create a new category of premium small tablet.” The writer Greengart spoke to summed up Apple’s strategy thusly: “[I]t appears Apple is simply opting out of the low end of the market altogether, much like it’s done with personal computers.”

Greengart continues: “I don’t think this puts Amazon, Barnes & Noble, or Google out of business, but it means that those three — and anyone else entering that market segment — are all competing against each other for the budget consumer.” [emphasis added]

Apple is letting everyone else compete for the low end of the market while it offers a premium product to the smaller but more profitable segment of the market that is willing to pay a premium price.

This is exactly what lawyers should do.

Most lawyers offer the same services at the same prices to the same prospects. Everyone looks the same and says the same things. Nobody stands out. Everyone is average. And so the average lawyer gets average results from their marketing and earns only average income.

The better strategy is to offer higher quality services to those who are willing to pay for them.

Marketing is easier because you have something better to offer. Marketing is less expensive because you’re not trying to deliver your message to everyone. Other lawyers can’t compete with you because they don’t offer what you offer. And your income is higher because your clients are paying more.

You may not have Apple’s resources or “sex appeal” but you can follow the same strategy they do. Let other lawyers fight over the masses while you offer a better “product” to a smaller, more profitable segment of the market.

Most lawyers will never do this. They won’t offer premium services and, frankly, don’t even know what that means. That makes it so much easier for you.

How does Apple compete with Google? It doesn’t. How do you compete with other attorneys? You don’t.

The Attorney Marketing Formula shows you how to offer premium services and get premium fees.


Selling legal services like Apple sells iPhones


I went to the Apple store this weekend. As you can imagine, it was packed, buzzing with people who were playing with iPads and Airs and Macs. They were asking about the new iPhone 5. And they were buying.

After the Apple store, I went to a Windows store on the same floor of the mall. Like the Apple store, it was spacious and nicely laid out. There were lots of toys to play with and friendly employees to answer your questions. But unlike the Apple store, there were very few customers. The store was almost empty.

Why the difference?

Nobody needs an Apple product. Everything you need in a computer or tablet or phone you can get from another company, usually for less. So why is Apple poised to become the first trillion dollar company in history?


Apple knows that people buy what they want, not what they need, and so Apple doesn’t spend time talking about how their products are better or that over time, you’ll save money buying a Mac versus a PC. They don’t say Apple is safer or has a shorter learning curve or make a fuss about the quality of their customer service. They know these things are important and they don’t ignore them, but they also know that these aren’t why people buy Apple.

People buy Apple because it’s cool.

But legal services aren’t cool. Nobody stands in line at the door of a law office. This is why Apple is about to become the first trillion dollar company and your firm isn’t.

But you can learn something from Apple and apply it to your marketing.

Apple doesn’t try to convince people they need a computer, a smart phone or tablet. They target people who are already looking for a computer, a smart phone, or tablet. They appeal to people who want the “best” (coolest) and are willing to pay for it.

You should do the same.

Focus on people who know they need a lawyer and are trying to choose the right one. Focus on clients who want the “best” and are willing to pay for it.

Yes, you can also educate your market as to why they need the type of legal services you offer, but spend most of your time and energy on the low hanging fruit: the ones who know they need help and are ready to get it.

Then, show them why they should choose you. Give them all of the reasons. Show them why you are the Apple of legal services. They may not stand in line outside your office but they will want what you offer and pay top dollar to get it.

Want to know how to get clients to choose you? Read The Attorney Marketing Formula and find out.