Your potential clients encounter thousands of commercial messages every day. Even if only a fraction of them relate to legal services, it's still overwhelming. And it's harder to stand out and attract the clients you most want to serve. How can you compete?

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We are inundated with information. There's social media, print media, email...even billboards! Did you know that people don’t always buy the best products and services or those they see advertised the most? Nope. They buy the products and services that are communicated most clearly. As Donald Miller says, “If you confuse, you’ll lose.”

So this week’s tip is to clarify your message so that you attract more clients.

How?

Start by reviewing the core messaging around each of the services you offer. Ask yourself:

• What problem does this service solve for my client?
• Have I made it absolutely crystal clear HOW my service solves their problem?

Potential clients

will retain you once they understand how you solve the specific problem they have in a way that’s better, or faster, or cheaper, or less stressful, or more enjoyable, or whatever it is that you choose to fill in the blank.

Potential clients must clearly understand how hiring YOU rather than your competitor will better serve their interests. You don't have to be the best to generate the best book of business. You just need the best messaging.

Here’s your action item: Pick one of the services or practice areas you offer. Look hard at how you describe it to the public. Does your messaging tell your potential clients exactly how you solve their problem and how they’ll benefit from working with you? As lawyers, we understand our services and may assume that it’s just as easy for others to do the same. That may not always be the case.

To get started, ask yourself the following questions:

•  Would someone instantly understand how I can help? (and by instantly I mean within 5 seconds of looking at your website)
•  Is my explanation clear?
•  Should I use a visual element like a chart or infographic?
•  How would I explain this to an 8-year-old?

Law firms that clarify the messaging for their products and services can cut through the noise and stand out from their competition. They’re more likely to be recognized for their strong brands and much more likely to attract potential clients.

We’re going to be running a program on messaging your legal services in the new year. Sign up below and you’ll be the first to get updates and early bird pricing! [link to https://www.leanlegal.academy/stand-out-messaging]

And that’s it. Join us next week for more on building a profitable and productive law practice.

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Thanks a lot everybody! See you next week.