Potential clients may ask how your firm is “different,” but what they really want to know is why your firm is a better choice for their situation, needs, and resources.
You have loyal clients who think you’re the best choice. Why do they opt to work with your firm? Chances are the reasons run much deeper than tasks and deliverables. Clients expect those to be done well, so they don’t differentiate your firm.
Expertise Isn’t Enough
There’s a whole industry devoted to “law firm marketing” that thinks clients hire lawyers based on who has more expertise. If they didn’t already think you were an expert, they wouldn’t be talking to you.
When you opt to frame your work in the context of how it benefits the client’s business, you no longer have to strain to make your generally similar products and services “different.” The client will see you as the better choice.