Differentiating your practice

March 20th, 2013 by Altman Weil

Marketing expert Sally Schmidt is right on point the value of differentiation in today’s Attorney at Work. 

“Differentiation is perhaps the hardest concept for lawyers to embrace. I say “embrace” and not “understand” because most lawyers understand the concept of differentiation—they just can’t or don’t want to do it. Perhaps it’s because they like to handle a wide range of matters; litigators, in particular, often like to say they can litigate any issue. Perhaps they think that, by defining or limiting the scope of their message, they will lose out on opportunities: “If they think I do ‘X,’ they won’t send me ‘Y.’”

The reality is, if you are completely undifferentiated from other lawyers, people won’t send you “X” or “Y.”

Read it at Attorney at Work

This entry was posted on Wednesday, March 20th, 2013 at 12:43 pm and is filed under Law firm marketing, Law firm business model. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

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