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?


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