I don’t like using marketing buzzwords, but I’m going to talk about the “unique selling point” (USP) idea.

It’s an idea that is obvious to most: What makes your product or service special enough for the world to pay attention?

The answer is: it’s hard to define. This is one of the most important but most difficult parts of the “identity” and branding process for a law firm.

I spend a lot of time looking at law firm advertisting and web sites (shocking, I know). There are a few firms that are great at demonstrating their uniqueness, but the vast majority of firms do not even try. I understand that law firms are different. There are ethics and guidelines that make it much more difficult to market a law firm’s selling points than, say, a fast food chain. Firms want to retain an air of professionalism, but that often leads to sameness.

In looking at firm sites, I see a lot of “a mid sized general practice law firm.” Or “an international law firm committed to excellence.”

Wow, that really sets those firms apart.

What a USP is Not:

Surely it is difficult to come up with a selling point that actually sets you apart from another firm that, in reality, is a lot like yours. Think of a competitor that has the same amount of attorneys with similar experience. They cover the same geographical area, and their pricing is basically the same. So what makes your firm not only different, but more appealing than this fictional competitor?

Some examples of what NOT to use as a USP:

1. Price- This is what first comes to mind to many, but it’s not a good one (usually). If the only thing you have to offer is bargain basement prices, that’s a problem. It works with groceries and discount furniture, but I can’t think of many examples of how it could work for a law firm. Put yourself in your clients’ shoes and think of a time when you need legal services. You’re looking for a firm that can address your needs. Do you first look at all law firms by price? Or, do you first identify a firm that can do what you need and then think about price?

2. Size- The size of your firm is most likely not unique, nor a selling point. There are exceptions, but for the most part the size of your firm isn’t that important. Think of the example of the “mid sized general practice law firm”. Again, like price, it’s an afterthought……something that would come up only after a prospect has identified firms that can do the work.

Some examples of what work outside of law firms:

In his book Reality in Advertising, Rosser Reeves (Chairman of the Board at Ted Bates & Company) gives the precise definition as it was understood at his company:

1. 1. Each advertisement must make a proposition to the customer: “buy this product, and you will get this specific benefit.”
2. 2. The proposition itself must be unique - something that competitors do not, or will not, offer.
3. 3. The proposition must be strong enough to pull new customers to the product.

Source: Wikipedia

1. Federal Express: Trust. “When it Absolutely Positively Has To Be There Overnight.”
2. Red Bull: Energy (physical and mental). “Stimulation of Body and Mind.”
3. Burger King: custom fast food “Have it Your Way.”
4. Raid: insect death “Kills Bugs Dead.”

So, what makes your firm unique?

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