Whenever I work with a law firm owner to grow their practice, there’s one question I usually start with: “What is your Unique Selling Proposition (USP)?”

Having a killer USP is, in my view, the key building a successful law firm. As Dan Kennedy explains, a USP should answer the question, “Why should I choose your business instead of any other option available to me, including doing nothing?”

I grew my Raleigh, NC, law firm on the back of not just one USP but a whole bunch of them, all wrapped up in our “Client’s Bill of Rights.”

There are other things we did consistently that aren’t listed in the Bill of Rights. For example, whenever a previous client referred a friend to our firm, we always sent a hand-written thank you note. We would always thank our clients by name in our newsletter for their referrals. If we screwed up and missed someone out of the list (which happened occasionally), you bet we heard from them!

There were all sorts of things we did that we never really publicized. Whether it was ensuring that our most deprived clients and their families enjoyed Christmas or if we helped a client with mobility issues to attend a doctor’s appointment, it was these small gestures that made the biggest impact.

The reason for doing many of these little things was NOT for any marketing benefit but because they were the right thing to do.

Thanks to Social Media, many stories of small good deeds make it into mainstream news. For example, let’s take the story of Ishmael Gilbert, a 19-year old Target employee who patiently took the time to help an elderly customer with her small change. The story went viral.

“I just treated her, really, like she was my grandma, to be honest,” said Ishmael. And that’s all you need to know! He didn’t do it to get famous; he did it because it was the right thing to do. Ishmael uses the “Grandma Test” without even thinking about it.

The actions of this young Target employee didn’t just make an impression on his elderly customer – or the lady behind her in the line who posted the video on Facebook. Ishmael’s good deed made an impression on people around the world.

It didn’t surprise me that Ishmael’s actions with the elderly customer was not just a one-off occurrence. This kid has an all-round positive attitude to customer service.

If you were going to go shopping at Target, you want this kid to serve you, right?

Now imagine if EVERY employee at Target had the same attitude. You’d never want to shop anywhere else, would you?

Think about this. What got everyone talking about Target – and Ishmael in particular – was not their low prices or how clean their parking lot is or even their refunds policy. What got people talking was the small action of one employee.

So back to my original question: What is your Unique Selling Proposition (USP)?”

If you still don’t know what your big answer should be to this question then instead try this. Write a list of all the small things that your law firm can do to make a difference to its clients. Once you have your list of small things, your bigger thing – your USP – will be easier to figure out.

If you want intense training on how to create your “USP”, join us in February for PILMMA’s “Fast Implementation Boot Camp” I will spend almost 2 hours working with each attendee on how to get your injury law firm’s to stand out from the marketing messages of your competition.  Click here to learn more.


Your Cart