Editor’s Note: This is the third article in a series on marketing. The first article addressed “Positioning”; the second, “Branding.”
Differentiation, the third of the five pillars of marketing, offers a way to position your legal services in the marketplace and reduce the challenge of direct competition. When you build a feature or benefit into your offerings so that they stand without head-to-head competition, you are practicing differentiation. You service stands alone and is, therefore, more attractive to your target market, differentiated from the competitors’ offerings in ways that are relevant and persuasive to your client.
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