Why claiming to be the best at anything your client wants doesn’t work

Imagine your business is in a sticky legal situation over a contract and you’re looking for a lawyer. Likely you might ask some friends business associates or turn to the web to find a lawyer.

In the process, you might find ads or websites that convey the basic following ideas.

Atlas law firm. Sound advice. Proven results. Your trusted attorneys.

Stallone and Associates. We are a law firm that provides exceptional client service to individuals and businesses in need of solutions to a range of dispute related issues.

Do those law firms stand out like an orange tree in an evergreen forest? No!

Blah blah blah. We’re good. We’re the best. We help you with whatever you want.

They’re not helping themselves and their definitely not helping you. They make it hard to pick them from all the other lawyers. How frustrating! You just want to find the right person that can help you solve your problem.

Why not be that business?

What if you found a law firm that stated the following.

Chase and Associates. We help business owners resolve contract disputes so you can get back to doing business.

I hope you can see how that statement is going to be much more attractive. Compared to the other law firms this statement grabs your attention.

Now in case you’re saying that being focused on contract disputes is very narrow, I’ll agree and say yes it is. But that doesn’t have to be the only thing that a law firm does. But this page on their website can be a lead page with ads attracting people that need to resolve contract disputes.

By speaking directly to the concerns, problems or desires of your clients you, will help yourself stand out from the crowd like an orange tree in an evergreen forest.

What can you change on your website, your marketing material, and ads that will help you stand out from the crowd?


Photo credit: For some reason, without a distinctive cover, we couldn’t pick which book would help us more. Great representation of generalizing, Patrick Tomasso.

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Trevor Wilson

Trevor Wilson

I love helping business owners who are passionate about making a positive difference in their clients' lives. I'm a passionate learner and teacher. My purpose is to help people live a more fulfilled life. In my professional life, I love helping business owners get clear on their purpose and identity. Then I help them clearly communicate their story so they can attract their ideal clients. I do this because I believe that when you work with your ideal clients you'll live a more fulfilled life.

Successful people do what everyone else won't dare to do. Don't wish it were easier; make yourself better.

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