Researching the competitive legal market helps determine your points of difference and unique selling proposition.
These factors become your brand, which differentiates your law firm or legal service among increasing competition.
Articulating your differentiating brand traits leads to profitable market positioning by:
- Heightening profile.
- Creating deeper target market penetration.
- Increasing market share through targeted business development.
- Retaining key clients that support your legal practice or service’s growth strategy.
- Influencing qualified prospective clients.
- Attracting targeted professional talent.
Competitive intelligence (CI) considers market and competitor performance to aid decisions regarding the firm or service’s competitive position in the legal market, growth strategy, marketing initiatives, business development and client relationship management. It is also a tactical advantage in researching and qualifying prospective clients prior to proposal and/or pitch opportunities.
Change by Degrees
A Game of Inches
The Evolutionary Long Game
Less Than Attractive
The End of Full Service
Crumbling Law Firm Empires
The Swashbuckling ‘Unlawyers’
Marketing the Future State
Legal Market Competition — Do the Math
Canadian Legal Market Merger Implications
The Lean Law Reckoning
The Modern Dinosaur
Legal Directories — Walk Away and Invest in Yourself
Living in Interesting Times
Managing Your Sales Pipeline
Leveraging Referral Networks
Why Size Matters
A Hymn to Her
The Firm vs. The Lawyers
Name Plus Reputation Equals Brand
Social Media Mugwumpery
What’s in a Name?