How to Create an Insurmountable Competitive Advantage
Are you looking for a way to become the obvious choice when a client selects a lawyer?
Would you like to remove any competition from your market niche?
Does the possibility of tilting the playing field in your favor intrigue you?
If you answered “yes” to any of these questions, the audio program below may be the most important 30 minutes you invest this year.
That’s not an exaggeration.
In this 30 minute podcast I provide you with a step-by-step guide to creating a body of work that will make you a clear leader in your market.
And the best part…
It only take a few hours each month.
On this f-r-e-e podcast (listen on the player below) I outline the program I use with my clients to develop an insurmountable competitive advantage.
And just in case you think I’m teaching something I’ve never personally done, consider this:
I’ve used (and continue to use) this exact system to:
- Write two books
- Create 800+ articles for my website, RainmakerLawyer.com
- Develop, produce and record 64 podcasts in the past 14 months
- Develop, produce and record over 260 videos
- Create an email newsletter with over 50,000 subscribers
- Create a social media following of over 65,000 connections
- And much, much more
So those numbers are great, but what does this mean?
Well, whenever someone considers working with me I point them to this massive body of work and they immediately recognize my superiority. After all, none of my competitors can come close to my level of expertise.
As a secondary benefit, if people ask me for free advice, I point them to all of those resources and I never waste time with someone who cannot afford my services.
Here’s What You Should Be Thinking
Don’t you want to have a dominant body of work like this?
Wouldn’t you like to lock out your competitors and move to a class all by yourself?
Don’t you deserve higher fees based upon the value you provide through your expertise?
You do not need to invest anything but your time. I am investing in you by providing this remarkable, resource.
All I ask is you share this valuable information with someone else.
Pass it on.
Like it on Facebook.
Share it on Google+
This remarkable system is yours to use immediately. Listen below right now:
What Makes a Client Qualified to Work with You?
Attracting the right clients is what law firm marketing is all about. You need to attract clients who have three specific qualities. Each client must have:
- A Problem You Can Solve/ A Condition You Can Improve
- The Ability to Make a Decision
Here is a brief video that describes these three factors of client attraction and selection.
If you want your law firm marketing to be effective, you must strive to attract clients who have these three qualities.
Attorney Niche Market Dominance
Everyone wants rapid results.
It’s as universal as the sun rising in the East and setting in the West.
Achieving market dominance – becoming the firm everyone thinks of when a topic comes up – is not easy but there is a formula to creating this situation.
In every industry and in every market there is an underserved need. If you can find that need and fill it, you will develop a great reputation. In fact, that reputation may be so powerful you may be able to dominate an entire industry. Need examples?
FedEx was originally created to deliver paychecks for the Federal Government. The company now dominates global package delivery and logistics planning.
Google was developed in a garage as a way to organize the internet in order to help people find information. This behemoth not only fulfills its originally intended purpose it also provides web-based software and email to 30% of the Fortune 500.
IBM was originally a company that built office hardware (including typewriters and clocks) but has transformed from that into the leading manufacturer of computers and printers (in the 1980’s) and then again (late 1990’s through today) into an information technology consulting powerhouse.
What do these three case studies (and hundreds of others like them) have in common?
The companies first dominated a narrow market niche and then transformed in order to dominate an entire industry.
You can do the same thing, even if you are currently one person in a law firm with a bare light bulb and a computer.
Today on The Valtimax Podcast I provide you with the blueprint for this kind of market dominance.
No, I can’t help you become FedEx or IBM. That part is up to you. But I can help you identify a market that needs your services and I can help you design an approach to gain a stranglehold on that market.
Listen to this radio show and take action. The world is yours. Let’s get started.
It Is Your Choice: Take Action or Face Extinction
Whether you realize it or not, you are at a crossroads.
We face stagnant economic growth, rising unemployment and inflation and an unprecedented crisis of political leadership. Your wasteful government has been on a drunken spending spree for 10 years and has awakened with a massive hangover rendering it useless to anyone looking to build a business.
During this period of economic upheaval the legal industry has changed right before our eyes. In most areas of practice, billing has been trending downward. The number of kids graduating from law school is up by 20%. Average income for an attorney in a small law firm is down 25% since 2006 (according to the American Bar Association). More lawyers, working for less money, means increased pressure on everyone just to get by.
To make matters worse, snake oil salesmen knock on your door everyday offering you’re the next elixir that will cure your ills. Charlatans promoting Search Engine Optimization, Facebook, Twitter and Legal Matching services pick your pocket while they shake your hand.
So the government cannot help you. Your industry is a shambles. The people who say they are experts are literally stealing your money.
Where do you go for help? Who can you count on to help you get through this mess?
Look in the mirror.
Believe it or not this is the time to make great money as a lawyer. Here are three things you can do, right now, to take control of your future.
Your clients and your referral sources trust you. Invest in them. Invest your time in helping them improve their lives and their businesses. Send them referrals. Talk them up everywhere. Help them become successful. You will be amazed at the return on this investment.
In the Far East this is called Karma. In the movies it is called paying it forward. In some business circles it is called “givers’ gain”. I call it good old fashion relationship development.
Help your clients and referral sources succeed and you will benefit in the long run.
Communicate Frequently with People Who Can Invest In Your Services
People forget us 10 minutes after they meet us. It’s human nature. Studies show that someone must interact with you a minimum of seven times before they will remember you. This means you need to communicate with people often. How often? That depends upon what you have to say.
If you have something interesting to share with me every day, I will listen to you. Most people feel the same way. There is no such thing as over communicating. Just don’t be boring.
Keep Your Promises
It is better to commit to nothing than to make a commitment you cannot fulfill. In this day and age, people are willing to commit to just about anything to land a new client. Don’t be that guy (or gal).
When you commit to something, you must live up to that commitment. Do what you say you are going to do. This includes showing up, on time, for meetings.
It’s sad, but this is actually a differentiating factor in today’s society.
Does this three step process sound overly simplistic?
Don’t confuse simplicity with ineffectiveness.
Try this three step plan for 90 days before you invest in the latest internet advertising scam or social media platform. You don’t need new technology, strong governmental leadership or a roaring economy to make a great living and live a great life as a lawyer. You just need to apply some commonsense and take action.
Start now with these ideas:
Here is a great article about how anyone in any practice can use direct mail to boost conversion. Read it and then do something with it.
Remember High School? Which girl got all the boys? The one who “played hard to get.” Do that and you will get more clients.
All great legal marketing contains a call to action. You must have one. This article will help you get started.
Without Law Firm Marketing You Are Unemployed
I don’t convince lawyers of the need for law firm marketing anymore. A lawyer does not get a meeting with me unless he knows how important marketing is to his future. I make sure of that. My time is too valuable and my fees are too high to waste time with people who are “thinking about doing some marketing”.
A couple of weeks ago I spoke at a law firm practice management event hosted by Brian Tannebaum, President of the Florida Association of Criminal Defense Lawyers. I consider Tannebaum a friend but he is also the Captain of the “Just be a good lawyer and business will come” crowd. He regularly eats phony marketing experts for lunch. He and his band of merry men on Twitter regularly crucify disbarred lawyers, part time lawyers and washed up lawyers who turn to offering marketing guidance as a way to pay their bills.
The fact that Tannebaum invited me, a law firm marketing expert, to speak to a group of professionals that he leads, respects, and values, is an indication of the competitive environment lawyers face.
The keynote speaker at this event was the legendary Roy Black. You could have heard a pin drop when he took to the podium to give his talk. All of the criminal lawyers in the room waited with bated breath for his wisdom. They were not disappointed but they were surprised. Black could have spent an hour discussing trial skills. Instead he urged the group of lawyers to discard their trial advocacy books and study marketing. He scolded the lawyers who hate selling, telling them they need to embrace it or they will go hungry. He spoke of focusing on the needs of the client and speaking to those needs as a way to grow a law practice.
The reaction was enthusiastic. The lawyers embraced Black’s call to action. In the two weeks that followed since that presentation, a little over one third of the audience has asked to receive my weekly law firm marketing briefing. Some of them will take action. Some of them will embrace law firm marketing as a way to make more money, attract higher quality clients, and live a better life as a result.
With a legend like Roy Black touting law firm marketing as a necessity and a respected, old school style lawyer like Brian Tannebaum introducing law firm marketing to his peers, you know the time has come to get on board.
You do not need to hire a consultant or coach to get law firm marketing right. You need to apply some commonsense and put a premium on relationships. Relationships with clients and referral sources are the key. Focusing on them is focusing on law firm marketing. Without that focus you will have no business. Without that focus you will be another unemployed lawyer in a profession that already has too many.
If you choose not to believe facts, then believe the most respected people in the business. Law firm marketing is more important than ever. Make it part of your future.