“I don’t know why a client would choose me vs any other lawyer or law firms out there.”
This is a common thing I hear when working with lawyers. Despite all the posturing, most lawyers I’ve spoken with are deeply unsure about their place in front of the client.
To combat this, most of them were putting in even more effort. Attending more virtual events. Writing more pieces. Grinding even more to become more technically proficient. And of course burning out in the process.
This is so unfortunate.
The fact is simple: you don’t need to do MORE.
Your success in front of the client has everything to do with being able to deeply understand your client and solve their needs then and there. You don’t need to be a superhero lawyer for this.
You just need to be more human.
Thankfully, this skill is learnable. It is the first thing we go over when I work with lawyers.
Sadly, lawyers are often taught to suppress this. They aren’t taught how to do this while being professional.
The other antidote is to find your unique selling proposition or USP. This is one of the first things we do when we start working together. If you’re curious about this, check it out here.