Estate planning and Elder Law attorneys should be able to quickly explain in a few sentences what sets them apart from other estate planning and Elder Law firms. Those are key messages that should be used generously, on websites, social media and other marketing platforms. If you don’t know the difference between your practice and the one down the street, how can you expect prospects to know the difference?
This is a topic we dig into in our Strategic Planning Retreats. It’s a critical part of your marketing message. How do you determine what makes you special? A blog post is not going to reveal as much information as several days of strategic planning, but here are some things to consider when determining what makes you different –also known as your “Unique Selling Proposition” or USP:
What was your path to this practice area? Your story may be similar to others, but chances are good it is a unique story. Maybe your family included a special needs member, or your grandparents were a very big part of your upbringing. Can you articulate this story in a way that others will be able to relate to it?
How did your legal education take place? Maybe you worked three jobs while going to law school at night. Or maybe you won a highly competitive scholarship. Did you attend a law school or do something as an undergraduate that was unique and different?
Is there something that you focus on that no one else does, or that few other attorneys in this area do? This is a fine line in some states, as some state bar associations are very opposed to any kind of mention of a special focus in any particular area. But if you have developed a keen skill set in tax planning, for instance, that makes you different than the attorney who simply does trusts and estates and leaves the tax planning for others.
What kind of credentials do you have above and beyond law school? We expect that you went to law school, and we expect that you have an undergraduate degree. But what are you doing that makes you stand above your peers? Have you attained special advanced credentials that set you apart from that general trusts and estates attorney? Do you have the icons to reflect these advanced credentials on your website, email signature block and your attorney profile page?
What kind of community involvement does your practice have? We have seen practices who do everything from holding an open house and serving lunch for seniors, making community service mandatory for associates and supporting countless senior-focused organizations to those who barely manage to send one person to Senior Law Day at their local bar association. Which one are you?