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Do You Really Want to Be Viewed As a Commodity?

By Ben Glass

As a lawyer, whether you practice in personal injury or criminal defense, you are competing in a crowded marketplace. You are in competition with all the other law firms in your area that are pouring thousands of dollars into advertising to attract more cases.

Even though you are in a legal field with thousands of other professionals, don't make the mistake of acting like you are a commodity. You don't want to give your potential clients the impression that you are so plain and interchangeable that there really is no difference between hiring you versus hiring the lawyer down the street.

Think about the type of clients you want to attract. Do you want the person who is looking for coffee and will pull into the closest gas station to get it? Or, do you want the person who is looking for an experience and will plan his or her route to Starbucks? You can tell who would be the better customer.

If you make yourself a commodity by not differentiating your firm and if you are always available, 24/7, you are not doing yourself any favors.

It comes down to perception. Think about this example: if you needed non-emergent heart surgery, would you feel more comfortable going to the doctor who can't see you for six weeks or the one who says, "I'm not busy, let's schedule your surgery today." I know which one I would choose and it sure wouldn't be the doctor who has all that free time on his hands.

At this week's Great Legal Marketing SuperConference, I am going to be discussing the challenges we face in an increasingly crowded marketplace. If you can't make this great event, be sure to visit my website, GreatLegalMarketing.com, to ensure that you don't miss out on other valuable learning opportunities!

Full post as published by Effective, Ethical Marketing For Attorneys on June 05, 2010 (boomark / email).