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5 Ways to Help Your Law Firm Stand Out

Law firms are not all alike, but they can look that way to potential clients. Many say they offer quality service, provide big-firm expertise at small-firm prices, have long-term clients, and are thought leaders. To attract your dream client, you have to focus on a single capability or quality that solves your ideal client’s most pressing need.

First you have to determine your point of distinction, then you must offer what the decision-maker who needs that help wants. Finally, it is critical to communicate effectively with your potential client—to be where they are looking when they are looking.

If you have a practice area in which you have an unusual amount of expertise, and want more clients in that arena, then, by all means, put your efforts into making that area even more robust.

If not, here are some other ways to set your firm apart:

  1. Be the firm that truly offers personalized customer service. Stay on top of clients’ birthdays and family milestones; send thank you notes after casesconclude; ask for feedback regularly; and seek out reasons to touch base with clients (new job, award, etc.)
  2. Be flexible, clear and transparent in your pricing so that everyone wins. Be the firm that prices according to the perceived value of what you can deliver.
  3. Walk the talk of being a thought leader. Stay visible with regular appearances, op-ed pieces, blogs, etc.
  4. Study the competition. Find their weak points by reading reviews. Solve their clients’ pain points.

Once you have chosen your differentiating factor, determine the best way to communicate with your ideal client. What do they read, watch and listen to? Do they belong to certain organizations? Make it easy for them to find you.

It can take time, but focusing on your competitive edge will make all the difference in the success of your firm.
And you don’t have to do all this alone. EMI’s Competitive Differentiation Program can do the heavy lifting. To learn more, contact me at [email protected], 513.309.0719 or visit https://eminetwork.com/programs/.


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