Ah yes, the ever elusive G spot. No one talks about it much anymore but it’s still out there and once you’ve found it, you never forget it.
The same goes for your Unique Selling Proposition or USP. Not to be confused with a mission statement, the USP is that single something that sets you and your practice apart from everyone else in your niche. It can seem as elusive as the proverbial G Spot but in reality, it isn’t. You just have to sit down and really think about it.
What is it that makes you different from the attorney down the block marketing to the same target client base? Seriously. Think about that for a minute. Is it an advanced certification? Is it a true passion for the practice area? Is there something in your life experience that you bring to your clients that no one else has?
When you sit down to formulate your USP, don’t limit yourself to just thinking about the practice of law. Think about yourself and your life as a whole. List your strongest character traits. Pinpoint your passions. Recall some of your most memorable life experiences. At what point in your life did you decide that law was your calling? Why?
Now look at what you’ve written down and think of phrasing those things you’ve listed in a way that sells your law business. When you’ve written them down and polished them, pick the one that feels right. That’s right – not the one that appeals to your analytical overworked brain but the one that feels like you wanted to feel when you decided to practice law.
Voila…you have your Unique Selling Proposition!
Put it out there…work it…sell it…and you’ll find it will bring you years of satisfaction…hmmm…sounds kinda familiar doesn’t it? Or am I just having flashbacks to my “Cosmo” reading days?