You Can Innovate your way to successful messaging

Imagine you’re a new lawyer eager to build your client base and establish your reputation. However, you have no budget for advertising and no clients lined up. Your law firm has recently invested in a cutting-edge legal research and case management system that can streamline your work and improve your efficiency tenfold. Naturally, the more efficiently you can handle cases, the more clients you can serve, and the better outcomes you can achieve.

After six months of using this new system, the firm’s lawyers have been able to resolve cases on average within 30 days of taking them on. 93 out of every 100 cases have been resolved within this 30-day timeframe. After analyzing the data and calculating their return on investment, the firm offered an extraordinary guarantee to dominate their market.

They would guarantee, in writing, that they will resolve any case within 45 days, or else the client doesn’t have to pay the legal fees. This is an incredible deal for any client, as a speedy resolution is often their top priority when choosing a lawyer. This guarantee gave the law firm a position that uniquely distinguishes them from other firms.

The position of market distinction represents something you or your business provides to its prospects and clients that no one else in your industry provides and that your prospects and clients want. In the case of the law firm, it’s a guaranteed resolution of the case within a specific timeframe. It could also be the law firm that offers 24/7 access to legal advice through a dedicated hotline, providing clients with peace of mind.

It could be the law firm that offers to handle all paperwork and court filings at no extra charge. Or it may be the lawyer who guarantees you will never wait more than 5 minutes past your appointment time. Each of these would provide these law firms with a unique position in the marketplace.  

Your position of market distinction MUST be the focus of your compelling message. It’s the core message you want to broadcast loud and clear to all of your target prospects. If you don’t have one your message will sound like everyone else in your industry. And now you wonder why your marketing is not working.

Think how often you see or hear ads where the business claims to have the lowest prices, the best service, the most convenient location, the highest quality, the fact that they’re family-owned and operated, or that they’ve been around for 20 years. Blah, Blah, Blah everyone says this.

You must have a way to distinguish your business, and if you don’t, you must innovate and create one.