Position is Everything

Harry Beckwith, author (Selling the Invisible and What Clients Love) suggests that the number one marketing mistake law firms continue to make is their failure to establish a position.

“Specialists thrive, generalists die.” This paraphrases Beckwith’s belief. OR, “Generalists are flexible and survive during economic troubles.” This paraphrases Alan Weiss’ belief.

Another way to paraphrase these concepts is: “Specialize or die.” “Generalize and thrive.”

Beckwith believes that promoting one specific skill will provide a law firm with competitive advantage. And competitive advantage will yield more revenue and more profit.

What do you believe? What is the USP (unique selling position) of your law firm?

Categorized in: Marketing