I once worked with a client who offered business law and estate planning services. One of his largest challenges was working in New York City, where there would never be a shortage of competition. During one of our conversations, I asked him why clients would choose him over a rival. What made him slightly different from his competitors? He told me that was a great question, but he didn’t have an answer.
I didn’t judge him for it because it made me realize that I couldn’t answer the question about myself either. If an agency asked me what made me unique as a copywriter that day, I would have mumbled through it. There were things about me that made me slightly different from my peers. I’ve traveled Europe, was a Marine platoon commander in Iraq and Afghanistan, and worked as a Boston Firefighter for seven years. The best copywriters draw from large piles of experience and knowledge, and I have a lot of both.
Granted, the other copywriters at Spotlight Branding have backgrounds that are staggeringly different from mine. If we all were competing for a job (we’re good friends), the employer would choose which person’s unique qualities aligned with their needs. That’s how good relationships are formed.
Most Firms Aren’t Asking Enough Questions
When you know your firm, you can look for the right type of client to work with. This will take a fair amount of thinking because you must come up with something that hasn’t been said before. I asked many small or solo firms what made them unique, and they usually responded similarly. Most cited their experience with large firms and how they now offer more personalized services that the larger firms can’t accommodate. This is a great starting point, but it’s not the end of the conversation.
Yes, the person gets you on the phone and will speak to you and only you during the case. But what about you makes you different? Once someone else says it, you can’t use it. It’s like starting a candy company and saying you’re different because your candy melts in your mouth, not your hands. M&Ms already use that. By repeating what someone else is saying, you’re announcing that you’re not any different than your competitors. Plus, Mars, Inc. would likely stop you.
To start, think about who you are targeting and what they want. Look at the types of people or businesses you want to work with and consider what they want from an attorney. You are unique in many ways, but you must pick the qualities your ideal client is looking for. In other words, you may eat corn one piece at a time, but this isn’t the place to talk about it.
Separate Yourself By Style & Price
If you know your target industry, you can separate yourself by style and price. Most firms spend way too much time thinking about their logos. Logos are not very important in service-based industries. What is important is that your logo is professional and that the style, colors, and fonts are used consistently throughout your marketing efforts. People will recognize your branding as quickly as your name.
Pricing reflects whether you’re targeting entry-level businesses or high-net-worth individuals. Too many attorneys expect their marketing to help them land the latter, although they don’t have the experience or credibility to back it up. Marketing amplifies you; it doesn’t replace your qualities with the ones you want your ideal clients to see.
How To Find Your Niche (and Why It’s Important)
Begin with the information you have. Analyze your past clients and find what is similar between them. This is the network you have created. Despite this, you can still think about what you liked or disliked about working with these people. Do their interests align with what you’re passionate about? Your past clients give you ample information about who you have successfully worked with and who you want to keep working with.
The importance of having a niche is abundantly simple: It simplifies your marketing and brand strategy. Consistent messaging is built upon having a defined message to convey. Branding for an attorney comes down to how quickly a prospective client believes you to be credible and experienced. This is exponentially easier to achieve when you have clear and consistent messaging.
Ultimately, it comes down to knowing who you are and who you want to work with. Answering those questions requires honesty because they must make sense. Is your ideal client looking for someone like you? Your ideal client will likely change over time, as will you. Know yourself and niche down accordingly.
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