More likely than not, you have not taken the time to sit down and think about and create a statement that describes why you are different from every other lawyer who is your competition. I'm talking about creating for yourself a unique selling proposition (USP). If you are not able to tell in a simple, clear way what it is that's unique about you, then you are just like every other lawyer in town. Your USP should answer the question, "Why should I hire you instead of hiring the guy down the street?"
It is hard work to create a USP. It may be the hardest thing you have to do in your marketing, but, it is also the most essential. Your marketing should be built around your USP. It's the skeleton that holds the rest of the plan together. It's the roadmap. You need to take time, sit down, and think about what is unique about you. It's not enough to say, "I'm experienced and I will do a good job for you." Everyone can say that.
Here's how to get started. First, you must know who your ideal client is. Once you know who you are trying to communicate with, you can decide what you need to say. Then, after you have identified your ideal client, list all the common problems she has that you want to help her with. Ask yourself, "What keeps her awake at night, what is she worrying about?" The next step is key. For each problem, come up with a specific solution that you can clearly articulate.
Your USP must be specific. When someone reads or hears your USP, you want their response to be, "Really? How do you do that?" If your USP can be applied to any other business without making any changes, you know you have not done your job. You may have a slogan, but you don't have a USP.
- Ben Glass