You know that standing out is the difference between becoming a commodity and booking perfect-fit clients, but every time you’ve attempted to find your USP (unique selling proposition), nothing seems to work — no walkthrough, course, podcast, or blog is giving advice for law firms.
But the competition is fierce, and finding your USP (or, more accurately, your DLD or Distinct Legal Differentiator) is the key to establishing yourself as the king or queen of the legal world.
While it’s tempting to offer deals and discounts to compete with well-established firms in your specialty—or offer services in areas you have no interest in simply to get clients on the books— it’s the worst thing you can do.
This is where your DLD swoops in and saves the day. Your Distinct Legal Differentiator is the basis of your marketing and positioning (a fundamental part of our unique MIRO approach), which will help you run a successful practice in an increasingly digital world.
What is a Distinct Legal Differentiator?
Your Distinct Legal Differentiator is similar to a unique value proposition; if I were to summarize it into a single sentence, your DLD(s) would be what sets you apart from your competitors.
A DLD can be anything regarding your practice. From your differentiated expertise, skills, and judgment to your client satisfaction, your DLD is why clients should book you, not anyone else.
The Impact a DLD Makes on Your Firm’s Marketing
Have you ever wondered why your client never feels like the perfect fit or if only one of three consultations ends without a pricing objection or negotiation? It’s because you’re marketing to the wrong clientele, or you’re a commodity and look like all the others.
Your Distinct Legal Differentiator influences your marketing, messaging, and positioning in your area of specialization. It establishes you as the provider of choice in your unique niche on your website, in your ads and copy, and in how you appear online.
How to Find and Use Your Distinct Legal Differentiator to Scale Your Firm
You already have a Distinct Legal Differentiator — you just need a bit of guidance (or assistance) to learn how to use it to scale your practice. With the legal market evolving and the need to differentiate yourself growing, it’s less of a need and more of a requirement to bring a client into your office (physical or virtual) and get them to stay.
It’s time to start losing sleep over your revenue and feel alignment with your business. Schedule a call with the Make It Rain Online team today.
