If we had a dime for every lawyer who told us that they had no competition, we’d have a lot of dimes. While no one is quite like you, and no one might even have your exact skill set, the general public may not be as discerning. The prospect who visits your website, or your office, does not necessarily have the ability to see just how different you are from the other law firms in your community.
To distinguish your practice, you’ll need to have a clear understanding of what it is that makes you different. In many businesses, this is done when you create a mission statement. We ask many of these questions during the course of a strategic planning retreat. This is not an exercise in creating a clever phrase, by the way. A mission statement for a law firm serves the same function as it does for a business. It describes the practice’s identity, purpose, goals and philosophy and is used to guide the growth of the firm and communicate its identity to prospects, clients and referral sources.
How does a mission statement help you compete? By defining who you are, it defines how you are different than other estate planning practices.
Here are some general questions to consider:
Are you a mid-sized firm or a small boutique firm?
Do your attorneys (or you) spend a lot of time on client education? (Is that a value to your firm?)
Do you focus your marketing efforts on client’s level of assets?
Do you focus on a particular type of legal service within the estate planning or elder law space?
See where we are going here? You may know that you are not the same as the other firms in your geographic area, but your prospects and even your clients may not. A good mission statement will clarify this for those outside and inside the firm.
To learn more about a strategic planning retreat, visit our website or call James at 877-352-2021 ext. 80.