Do You Want to Stand Out?


What makes you different as a lawyer? Lawyers who have successfully "branded" themselves as personalities are few and far between. Most clients presume each lawyer is as competent as the next, and most lawyers are comfortable conforming to the general image of their peers. Of course, there are marketing tactics to be memorable and differentiated from other lawyers - in any major city the lawyers who advertise their services on television are proof of that. But this ultimately is unimportant. So far as the concern of the client - and legal ethics - the quality of legal service and not the degree of salesmanship and promotion is what's important.

There is, however, another way that lawyers can differentiate themselves, one that is internally focused on the degree of success they realize from their practice. Too many lawyers feel like a PRE-owned car - old and burned out. These lawyers need to change the PRE into the formula for success that we have discussed many times: P = R - E ...profits equal revenues minus expenses. They should do so by focusing on becoming more effective with their clients, thus increasing their revenue; and becoming more efficient in the delivery of their legal services, thus decreasing their expenses. The net result is to increase their take-home earnings, or their profit.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Ed Poll, LawBiz | Attorney Advertising

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