SO, last post was about who you want to work with, now think about why those people should choose you as their lawyer.

First, review the profile you created describing the people you serve. You’ve already started this process. If you got stuck, then pick it up again. Don’t worry about perfection or the consequences of choosing a target market. Just do the exercise, you aren’t setting anything in stone. If you feel so-so about your target market, then go back to the drawing board.

Once you have a good understanding of your target market, you’re ready to think specifically about what problems you solve. Think of 3 scenarios your target audience would relate to and write them down. What was the problem, what did you do, and what did your work result in for your client? What special skill or experience did you bring to bear? Can you think of an example for each scenario? Can you create stories to have on hand? If you told your story to a prospect, would he be thinking:

• Wow, this lawyer really understands me
• That’s exactly what I’m going through
• I’d be really happy with that outcome if I could get it
• This lawyer has experience, I can trust her

Once you’ve gone through that exercise, you should be confident that you can talk about who you serve and the problems that you solve.

Time to get personal. Can you tell them why you do what you do? This is how you get past that underlying suspicion that some unenlightened people have about lawyers. Hard to believe, but some people have a difficult time trusting that a lawyer is working in their best interest, not in her own best interest. Telling them why you do what you do is a way of being authentic and sincere. Hopefully you’ll establish a connection.

Think of at least three reasons why you do what you do. Discuss it with people who know you. Honestly, you’ll know it when you find it. The words should come naturally. 

Lastly, please remember that listening is the best way to start a relationship with someone. Don’t force your conversation. If you’re thinking of how to say your piece, you won’t be fully focused on your potential client. Have stories and reasons at hand, at some point there will be time to use them appropriately.

These exercises are iterative- who you work with, what you do and why you do it. Block some time to write your answers down and practice them out loud- with or without an audience. Be yourself. Get feedback. Get comfortable.

So, what was that question again? Why should someone choose you? (it’s been said before, OK- yes, it’s cliche, but if you don’t know why someone should choose you, no one else will either…)