Here’s a great article for professional services companies – especially law and accounting firms – Pitching Your Law Firm: Skip the Hard Sell.

Marketers and advertising experts were trained to help their clients find their Unique Selling Proposition, but this can be difficult when all law firms, all accounting firms, and all consulting firms seem to do the same thing.

Hard sells like “”Our thoughts are assembled faster than anybody else’s in the profession!” don’t work for law firms. Nor do empty claims like “We listen” or “We are honest.” In fact, making statements like those can cause folks to ask “Are they really that honest if they have to tell me they’re honest?!”

Rather than using a hard sell, law/accounting/consulting firms can do a few things in their marketing messages to set themselves apart in meaningful ways…

1. You can state the facts – “Every client’s account is managed by a partner, no matter how small the account.”

2. You can describe specific problems and explain how you fix them – “The strategies we design for controlling the flow clients’ regulatory compliance have increased their productivity by 35%.”

3. You can show who the actual experts are. For example, you could run an ad with a photo of a partner in your firm, identify her by name and say, “She has been counseling clients on Sarbanes-Oxley compliance since the day the law was passed.”

In these ways, you’ll do more showing and less telling/bragging, and your target audience members will actually begin to feel that they can trust you because you are capable, creative, thorough, helpful, and great listeners (but you never actually used any of those words in your copy).

Read the entire article on RainToday.com at - Pitching Your Law Firm: Skip the Hard Sell.

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