Marketing and Avoiding the “Race to the Bottom”

by GuestPoster on June 2, 2011

Chances are, no matter what you do, there is someone else that is doing the same thing. They are your direct competitors, trying to get the exact same business that you are. When this threat is discovered, there are two typical responses. The first is to try to compete with the competitor on price. The second is to compete with the person on some other level. Hopefully this article makes you see that the second option is typically far better than the first.

I talk about these lessons because I learned them the hard way. I’m a Bellevue DUI attorney. In my city, there are at least 50 other people out there purported to be just like me (a DUI lawyer). When trying to attract new clients there is an easy way to get them in the door – promise the lowest price. But that’s not good for anyone, even the client. Lower prices typically means more clients, and more clients typically mean less attention for each individual case. So I’ve chosen to go with option two – compete on some other level.

You might be thinking right now, “but how do you do that?” And I’ve got to be honest with you, I’ve taken a long time to think about it and come up with some ideas, but it’s not an easy process, particularly in the business I’m in (we can’t guarantee results and our service has an air of mystery because clients don’t often see everything we do behind the scenes). Like many other industries, there are a lot of people who claim to be the most experienced or trustworthy DUI attorney out there – the trick is to find ways to show that you are.

And this is where marketing comes in. This is why racing toward the bottom for the lowest price isn’t the way to go. People will pay for your services, you just have to figure out a way to differentiate yourself from everyone else. In my line of work, that means a couple of things. Instead of saying I’m experienced and knowledgeable, I show it with information and video on my site. Instead of promising the best customer service, I give it right from the beginning. And instead of tooting my own horn I’ve created a system to let my clients describe my services.

All it takes is a little focused thinking and you can do it to. How are you going to stand out from the crowd?

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