AttorneySync Blog

This is a terrific and funny talk by Rory Sutherland. As the description states on Ted.com:

Rory Sutherland makes the daring assertion that a change in perceived value can be just as satisfying as what we consider “real” value — and his conclusion has interesting consequences for how we look at life.

The basic point is that the value a service provides is a matter of perception. Once we understand this, we can adapt our marketing to help influence and change perception rather than re-inventing our service again and again (which is costly and difficult to do).

Obviously, we need to begin with providing a good, quality service to our clients. But how do you go about differentiating and influencing perception?

With the proper marketing and branding, you can do so.

An Example:

Let’s say you are a general practice firm. You can handle a variety of legal issues and market them all on your website. Your website states you are a jack-of-all-trades, if they need it done you can handle it.

Your competitor across the street runs a similar, general practice firm. He decides to launch practice specific legal blogs for each practice area he operates in.

A potential client has a need for legal services, let’s say it’s a bankruptcy issue. He comes to your general practice website and sees that you handle bankruptcy amongst many other legal services. He visits your page about bankruptcy and reads that it is a service you can provide.

Next he visits the bankruptcy blog of your competitor. His perception is that he is someone that operates in the niche of bankruptcy since the entire blog discusses only this service. The bankruptcy blog provides an abundance of articles, information, and thoughts on bankruptcy (because he is posting 2-3 times a week like he should!) After reading up on the bankruptcy information on your competitor’s blawg, the consumer determines he is a specialist and thought leader in the area of bankruptcy.

Although the quality of your service and that of your competitors might be equal in every way, the way your competitor markets his practice is influencing perception. The quality of his service is determined to be a better fit because he is someone that deals specifically with the legal problem the consumer has.

This is just one example of branding your firm as a thought leader in a specific legal niche. The key is to think of how you are positioning your services and how you can influence the perception of the services you provide.

5 Lawyer Marketing Mistakes To Avoid Want to learn 5 of the most common mistakes when marketing your firm? Download AttorneySync’s Free Guide: 5 Lawyer Marketing Mistakes To Avoid.

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