Branding
About Lesson

Crafting Your Positioning Statement

A unique positioning statement is important foundational item for your marketing plan and can also help you clarify your goals as an attorney.

Value Proposition

Your positioning statement should convey your firm’s value proposition to your target audience. What skills do you bring to the table and how do they correlate to solving the problems facing your clients? Remember, while this is your positioning statement, it needs to be written with your prospective clients in mind.

Who is Your Ideal Client?

What type of client is the best match for your practice area, geographical region, and the legal issues you are passionate about? It is important to be the attorney that clients are looking for, but don’t lose sight of reaching the clients you want to serve.

Marketing Differentiators

What are your firm’s unique strengths? What do you do better than your competitors? Use your positioning statement to highlight these traits and set your firm apart.

For example, do you routinely achieve outcomes that are rare in your area of practice? Do you practice in a niche area of the law? Do you have a passion for taking seemingly difficult cases to trial rather than accepting a fast settlement? Do you make yourself available to your clients 24/7?

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