In this day and age, whatever type of business you open, you are likely to have some competition. Typically they are doing exactly the same thing you are. How do you get clients instead of them? You’ve got to stand out from the crowd.
I learned this the hard way. I’m a DUI lawyer in a major metropolitan area. When I opened my firm a couple of years ago I knew I needed something to set myself apart, I just couldn’t figure out what that was. For the first few months I languished over it, not able to come up with anything that I though would resonate with potential clients (everyone says they are experienced and aggressive and dedicated – those aren’t differentiating factors).
The problem is coming up with an idea that doesn’t take a lot of work to connect the dots for your potential clients. It’s not that they won’t get it, but in todays world you’ve only got a few seconds to make your mark or you’re out of luck, they’ve moved on to the next message.
So, what did I do to finally find my stand out message? I looked around on the internet, brainstormed (with my staff) and worked at it until we came up with something we thought would make a difference. Then we tested it out. How do you test it out? Well, I’m a DUI lawyer in Seattle – I put the message out there and tracked how people responded to it.
After a little bit of tweaking, I knew I was on to something. I had created a message that not only resonated with people and was something they could remember, but I created a message that helped me stand out from the crowd. Now, wherever I go, when people ask me what I do, I’ve got something to tell them that’s different from what others are saying. And in a lot of ways that’s half the battle.
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