Legal Marketing - How to establish your points of differentiation

It is not possible in legal marketing and business development success unanswered question: What do you do differently? With 1,084,504 attorneys in this country, it is important to determine exactly what you are away from the crowd. The first year I go all new customers to sit down and take stock of what I like their "points of differentiation called" the little things that make a difference in the business world, every day new customers and keep customers happy (as well as attract!). But as an individual? Here are some ideas ...

Listen to your customers.
Nobody knows you better than your customers. Call three long-term clients and ask what they like most about your relationship and the work you want to do for them. Listen, their feedback can help us achieve what we really value about your practice. Get a detailed statement and ask for examples to help you understand better.

Stick to three
Once you have a list of things you plan to do differently, they close in the first three and a reappraisal. Make sure they are strong enough to base your future marketing activities.

Be creative.
Many lawyers immediately return calls, but you can create a "rule of two hours (like my friend Joe Gagliardo Laner Muchin no longer in Chicago), where all customers a phone number or e-mail response received longer periods. All attorneys are experts in their field, and can be particularly expert in your customer-intensive industries. For example, a lawyer who was previously an airline pilot or worked for an airline. What sets you apart.

Ask yourself the right questions.
If you really take trouble finding your niche, one minute to yourself: if the practice were a car, what would it be and why? A drink? A movie? It may be stupid to think, but from a different perspective from that which separates lead from the crowd. I often do with clients and you will be surprised by the vision is achieved in practice. The key is to focus on why aspect. To know the reason to describe your practice as a Mercedes instead of a mini-van can help you understand what is different for the customer. The other key is going well with you. Do not think too deep, so take note of the first things that come to mind. Many of these are on target.

Focus on what customers want, not what you mean.
Think of your points of differentiation from the perspective of the client. What would be an advantage for you as a lawyer, can not be considered a benefit to the customer.

Take your time and think your points of differentiation. These are the building blocks of future all your marketing efforts, to make sure they are clear to the audience you are trying to court. Once you identify them, you stick to it. Repetition is the definition of your brand and your message key establishment!