I’m going to assume that you know the law. You know what you need to know, to perform the legal work that your clients need you to perform. You, and likely many hundreds — if not thousands — of other lawyers who could also serve your clients.
So why does a client choose you, and not one of the other hundreds or thousands?
It’s all in the presentation.
I know, I’ve probably lost you at this point. Didn’t take long. Because we lawyers spend little if any time thinking about this.
And by this, I mean all of the little things that make the difference for clients. You’re a superlawyer? Well, so are a lot of other lawyers. You’ve been doing this for X [insert impressive number of] years? Ditto. You have a high Avvo or Martindale Hubbell rating? Again, ditto.
None of these things set you apart. Now, they might appeal to another attorney who’s looking for someone to refer a client to, but to your ideal potential client? Not so much.
This is why someone hires YOU instead of another attorney: HOW YOU PRESENT YOURSELF.
So, how do you present yourself? What is the first impression of a potential client who …
visits your website?
calls your office?
sends you an email?
meets you at a networking event?
asks for your card?
has an initial consultation in your office?
You have one and only one opportunity to make a great first impression.
Spend some time answering the above questions. Really think about how you present to the people who you most want to work with. What can you do to present well to these folks?
I’d love to know what you come up with. And I’ll be sharing a few thoughts of my own in the next post …