How to Easily Convey Your Value

The vast majority of people, whether referral sources or prospective clients, do not know or understand what you really do as a lawyer. They may have a general idea, but what they’re carrying around in their heads is a mix of previous experience and media-fed misconceptions and stereotypes.

It’s your job, then, each time you’re engaged in a business development (i.e., marketing) conversation, to illustrate the outcomes your clients get by working with you.

Start a Word document or a mini-journal and label it, for example, “Client Success Stories”.  Think through two or three of your most satisfying client successes.

Write down the specific problem or opportunity for which they sought your help. Then write down:

  1. what you did
  2. how you did it
  3. the result they got
  4. the positive impact/value of that result

Devote a little time each week to tweaking your stories until they become familiar and comfortable. Then, begin weaving them into your dialog during your “What do you do?/Tell me about your practice”-type conversations.

Remember, this is Lawyer Marketing 101: if you speak in generalities, you’re consigning yourself to remain undifferentiated – or worse, not thought of at all. In contrast, by providing a few specific, real-life illustrations, you’re more likely to get a call when your contact has (or encounters someone else with) those kinds of situations.

Want help crafting your success stories? Call us for a complimentary consulting session and we’ll walk you through the entire process: 203-876-8999

About the Author

Bill Jawitz, Law Firm Coach and Consultant

Bill Jawitz has been coaching lawyers to become more profitable and enjoy a higher quality of life since 2002.

He can be reached at or at 203.806.1300.

I maintain a deep library of hundreds of best-of-breed checklists, templates, guides, and white papers on every aspect of managing a legal practice and law firm, from lawyer marketing plans, to hiring process checklists, to alternative fee engagement letters.

If you need a quick resource, call me. I’ll send you what I have on the topic free of charge with no strings.

Call for a free consultation (203) 806-1300

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