Most
clients want the sort of lawyer who cares
about the outcome of their case. Unfortunately, virtually every
lawyer can lay claim to that description.
Many
law firms keep saying they "care" for their clients’
welfare, but what does that even mean? The word has different
meanings depending on the context. If your law firm really cares,
does it deliver the results for the value as advertised? Why not
simply say that you're a law firm that cares about results for value?
That should sound more acceptable and realistic.
Lawyers
should by no means ditch their caring side. Differentiating yourself
from others in the legal professional, however, requires you to
highlight the things that you bring to the table, e.g. your area of
concentration, years of experience, portfolio of successful cases,
etc. Identify the problem your law firm can solve (e.g. off-court
mediation). Before long, you'll have your unique selling point.
Continue
to care for your clients by providing them the solutions they seek,
be it on or off-court. However, avoid mentioning "care" too
vaguely in your marketing pitch. For that matter, avoid overused
marketing words and phrases such as "customer experience."
Smarter clients are less likely to be attracted by a recurring theme.
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