Perception Is Everything: Why Law Firm Market Positioning Matters More Than Ever [Published in Attorney at Work]
Lawyers want their clients to view them as trusted advisors and forward-thinking problem-solvers, but if they have not clearly articulated the value they bring, they will not be visible in a crowded marketplace. Attorneys must carefully develop strategies that help shape perception of their skills and leadership qualities.
Furia Rubel Chief Innovation Officer Leslie Richards and International Faculty member Francois Lassalle recently published an article on the importance of law firm market positioning. They note that lawyers should identify the desired audience when crafting a positioning statement, as well as the challenges and pressures they face. Once a firm clarifies its target audience, it is more likely to attract the right work and use time and resources more effectively.
Personalization is also crucial for targeting the right audience. Legal professionals should investigate what is most important to the various personas they are targeting and speak specifically to those values. Messaging should evolve over time to reflect the changing needs of your audience. The effectiveness of your message can be measured through hard data, such as email and social media analytics, as well as conversations with clients.
Understanding what you have to offer as a professional and communicating it clearly will help you reach the people who can benefit from your services. Market positioning is a leadership skill no attorney can afford to ignore.
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