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Your regulation agency stands by the standard of its work and the depth of its experience. In some ways, these very attributes kind the inspiration of your agency’s success thus far. That’s very true if word-of-mouth referrals account for almost all of your new shopper acquisitions.

And in case your work speaks for itself, you (or others in your agency) could query the necessity for advertising and marketing — and its worth. However if you wish to develop your agency’s enterprise, positioning and advertising and marketing matter. Full cease. Sturdy positioning and the advertising and marketing that flows from it kind a direct line to new enterprise technology.

Right here’s what it’s worthwhile to find out about positioning and why it issues.

What Does Positioning Imply? 

Positioning has to do with the way you differentiate your regulation agency from the pack when it comes to each branding and advertising and marketing. At a really excessive degree, this can be a two-part course of.

The primary half revolves round defining your agency’s model. Your model ought to seize the small print that set your agency aside out of your opponents. This implies ensuring you clearly talk your areas of experience and the total vary of issues your agency is ready to deal with.

Nevertheless it’s not nearly defining your providers. Model positioning is about figuring out the intangible attributes that set your agency aside. Typically, in relation to regulation corporations, that defining distinction could also be extra of a nuance than a significant deviation from the competitors. We prefer to say that many regulation corporations are 98% the identical. Positioning is about figuring out that 2% distinction and working with it. For instance, your agency may take delight in its deep educational mind as mirrored within the articles you publish. Or, you is perhaps aggressively progressive on behalf of shoppers. Consider the descriptor you most need individuals to make use of once they discuss your agency, and that ought to get you began in the precise route.

The second a part of positioning flows from the primary. It has to do with the way you current and market your model when you’ve landed on a strongly differentiated model id. Your web site is the primary and most essential piece of this puzzle. Web site design selections ought to be made along with your model positioning in thoughts. Every ingredient of the web site ought to reinforce your positioning from the visible design parts to the content material itself.

On this sense, advertising and marketing isn’t nearly fairly colours. And it’s additionally not about garishly forcing your message into {the marketplace}.

Good advertising and marketing isn’t unseemly or frivolous. It’s a extremely strategic approach to successfully talk who you’re (your model positioning) and what you do to your key audiences. In that sense, positioning is the inspiration of your agency’s enterprise improvement efforts. It ought to be a non-negotiable.

The High 3 Causes Your Regulation Agency Wants Positioning

Nonetheless not satisfied that your boutique regulation agency must deal with positioning? Listed below are just a few causes that ought to make you assume twice.

1. Your Agency’s Strengths Might Not Be as Extensively Understood as You Assume

With out clear positioning and the advertising and marketing to again it up, your prospects seemingly received’t have a full understanding of who your agency is and the scope of your providers. This lack of know-how could even lengthen to your current shoppers. Shoppers typically are likely to have a myopic view of your providers. They could consider you solely when it comes to the issues you already deal with for them. This may very well be true even in the event you present different providers that clearly meet your shoppers’ wants.

For instance, shoppers who interact you for illustration in regulatory issues could not notice that you just additionally deal with civil litigation. Good positioning fills the hole by making your areas of specialization clear. That’s essential, particularly on condition that it’s typically simpler to generate extra enterprise from current shoppers than it’s to draw fully new ones.

Your web site is the locus of knowledge for your entire key audiences. This consists of prospects, current shoppers, and bigger, referring authorized practices (to not point out recruiting). Every of those teams will seemingly go to your web site previous to initiating communication or making a referral. The web site should talk your model and core authorized providers clearly and successfully.

Solely by taking management of your positioning are you able to be certain all of your audiences share an appreciation on your agency’s distinctive strengths and choices. In any case, your work could very effectively converse for itself, however till your prospects are conscious of that work, it received’t have the prospect to take action.

2. Positioning Permits You to Form Your Personal Picture — Earlier than Others Do

Individuals are already speaking about your agency, and what they are saying will straight impression the trajectory of your enterprise. In fact, your shoppers’ precise experiences along with your agency will play a significant position in your word-of-mouth status. However positioning permits you to meaningfully form the message, significantly in relation to speaking the sorts of issues you deal with and the way in which your agency is described.

Taking management of your agency’s picture is essential given the significance of phrase of mouth and referrals in driving new enterprise for regulation corporations. Considerate positioning can transfer the needle on the kinds of shoppers and authorized issues your agency takes on. It may well even provide help to strategically develop into new areas.

3. Positioning Instills Belief

The choice to rent authorized illustration is commonly riddled with anxiousness, particularly when high-stakes outcomes are on the road. Even after receiving a referral, most potential shoppers will try your web site earlier than speaking with you on to get a way of whether or not your agency might be trusted to supply the precise counsel. Your agency’s positioning can construct belief within the following methods:

  • By demonstrating experience, which supplies potential shoppers the sense that hiring your agency will cut back their publicity to danger.
  • By constructing model recognition to extend familiarity, which is a essential precursor to belief.
  • By cultivating an emotional connection to your agency that deepens belief.
  • By telling a compelling company story that engenders confidence.

For these and different causes, deliberately positioning your agency is a very powerful software in your arsenal to develop your enterprise.


This put up was initially revealed on Lynda’s LinkedIn publication, Advertising and marketing with out Jargon. Lynda leads a group at Decker Design that focuses on serving to regulation corporations construct differentiated manufacturers.

Photograph by Matt Hoffman on Unsplash.

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