Storytelling is key to selling professional services. And you don’t have to be a great story teller. If you take the time to come up with a few anecdotes that illustrate what you do, you are more likely to be memorable. Our brains are wired for stories. If a story is “good”, it will illustrate to the potential client or referral source, that you can handle the kind of problem they have or are likely to encounter.
In deciding how to market your services, remember that less is more. Understand that having a niche will make you more memorable. It will help you differentiate yourself from other lawyers. If you are known for doing a certain kind of work, you are much more likely to get referrals.
Being known for something does not preclude you from taking other kinds of work if it happens to come your way. But take the time to define your ideal client and build all of your messaging around that niche.
The diagram below illustrates the concept of focused marketing. Talk about the clients you serve in the red circle. Accept matters that are in the brown circle; but do not invest marketing time and energy into trying to get that work. Finally, make sure to reject or refer out work that falls into the green circle.
My latest LPM tip in the MBA’s Lawyer’s eJournal.