Your Competitive Advantage

For more great articles and FREE attorney resources visit us:


Think back to the first time a client paid you money for your services.  Do you remember the feeling you had when you looked at that check?

You essentially created income from thin air.

Yesterday you didn’t have this client and this money and today you do.

As you read every word of this article I want you to keep that feeling with you.  The euphoria you felt when you were paid by a client should stay with you throughout this article.
That first client (and that first check) is special.  It’s special because it serves as a validation of your ability to “make it” on your own.  It’s special because it reinforces your belief in yourself.  It’s special because it pays (some of) the bills.

Now that good feeling has probably been replaced with the anxiousness you feel while you wait for the phone to ring.

And you wonder how you went from euphoria to anxiety so quickly.

Does this sound familiar?  It is a common concern among lawyers.  Everything is going well and then, all of a sudden, things just stop.  Or they slow down to a trickle.
Why does this happen? 

If you ask one hundred lawyers you would probably get at least fifty different answers.  Then you’d probably get another forty-nine “I don’t know” responses.

The one person who could probably give you the accurate answer is the person who has figured out how to keep the phone ringing.  That lawyer has learned the secret to attracting clients on demand.  He’s learned how to manage his law firm so he can get home, on time, for dinner every night.

Just what is this secret?  What is this competitive advantage?

The secret to keeping the clients coming in the door while living a great life is a dedication to continuous improvement.

The secret lies in constantly trying new things.  The secret (which isn’t really a secret at all) is to constantly look for new and innovative ways to attract clients, engage referral sources and deepen relationships.

The minute you personally stagnate, your law firm stops growing.  The minute you complain about “not having time to learn something new” you have doomed yourself and your law firm to failure.

The competitive advantage enjoyed by highly successful lawyers is the fact that they are always learning and growing.  They implement one new thing in their law firm on a monthly basis.

When was the last time you implemented something new?  What was the last good idea you had about law firm marketing, business strategy or productivity improvement?