One of the challenges in any marketing effort is finding ways to differentiate your firm from others lawyers.
One of the best ways to begin to tackle this problem is to answer this question:
“Why should a consumer choose your firm over other firms that compete with yours?”
Often, lawyers are very uncomfortable answering this question. Sometimes, they feel uncomfortable out of a sense of decorum. Other times, they feel uncomfortable because they are prohibited from using comparative terms or superlatives while describing their practice.
All that is understandable…
One of the things we’ve never actually understood is why a law firm would consciously choose to market their services in a place where more competition is actually encouraged. You know what we’re talking about.
Why would you market your firm in a legal directory?
Just for fun, let us pretend that you are a fish. You need oxygen to survive. Every other lawyer is also a fish. Like you, they also need oxygen to survive.
Why would you jump into a pool that’s filled with other fish?
That’s exactly how we feel about legal directories (or directories of any sort for that matter).
A long list of lawyers, sometimes as many as 50 on a page (or more). Isn’t competition supposed to be a good thing, you ask? Well, yes. Of course it is. In the abstract. From a larger, market theory perspective. But not is you’re the consumer, it isn’t.
Did you know that too many choices [Video link] makes normal people shut down, or choose not to make a choice at all?
How, exactly, is a consumer supposed to make a decision about who to contact?
Wouldn’t it be better if you had the ability to market your firm where the choices (and the competition) was limited? Yes?
We thought so too.
That’s yet another reason why we invented DotCO Law Marketing.