You want prospective clients and the people who can refer them to see you as the better choice. But saying you’re better, or your services are better, or your “service” is better, isn’t convincing. You need to tell them why.
How are you better? What do you do other lawyers don’t do and why is that a benefit to your clients?
You need some “better” adjectives.
Here are a few to consider and the meaning behind them:
- Faster (You get the work done more quickly; your clients can enjoy the benefits and peace of mind sooner)
- Efficient (Modern methods, tech, allow you to deliver high-quality work product at lower expense)
- Reliable (You don’t cut corners and put your clients at risk; highest standards, ethics, proven methods)
- Transparent (You explain everything and show your clients everything you’re doing, when and why, and invite them to ask you anything)
- Reasonable (Fairness: fees, costs, procedures)
- Comprehensive (Your documents and processes are thorough and cover everything your clients need and want)
- Simpler (Your documents, processes, fees, billing, are easier for your clients to understand; fewer questions, confusion)
- Newer (New services, methods, content, partners, employees, offices, computers, and how your clients benefit. Careful, though; “new” implies risk, so make sure you address this.)
- Guaranteed (No fee unless recovery, no fee unless satisfied; yep, money-back guarantee. If that makes you nervous, put a limit on it, e.g., first 30 days or “up to X dollars”)
They all mean “better” but tell clients why you are better. Make sure you prove everything, however, by providing examples, specific numbers, and by answering FAQs and objections in advance.