Hyper-competition.  It’s a scary thought.  But it is the reality of the world we live in, and it exists in almost every industry out there.  For lawyers, it means that reaching potential clients and leaving a lasting impression is more important than ever before.  One important tool to help you formulate a powerful message is a unique value proposition, an introductory message that distinguishes the benefit and value of working with you.  It is important for any attorney to have a memorable message that they can use to establish themselves as unique and valuable to their clients.

Nancy Fox, the founder and president of Fox Coaching Associates, has developed a simple 3 step process to developing your own unique value proposition.  Fox Coaching Associates is a business geared towards coaching and training organizations specializing in business development, leadership, and professional excellence.  Nancy recommends following this process, and even outlines the basic ingredients needed to get started.  She discusses the three steps in depth in the podcast accompanying this article.  Here is a brief description of the process:

Step 1 – “Stop them dead in their tracks” opener

·         Use bold words

·         Powerful statements

·         Make it magnetic

Step 2 – What’s in it for them?

·         Statement of benefits

·         Address their wants and needs

·         Give a clear picture of why they want what you have to offer

Step 3 – How are you unique from everyone else in your field?

·         What makes you better than your competition?

·         What do you provide that is different?

·         Why does that matter?

Below, please find the podcast of a conversation between Nancy Fox and David Schnurman of Lawline.com.