Are You a Copycat or a Competitor?

It’s a word that trips off the tongue without stopping to visit the brain on the way out. We use it all the time—and then ignore it as we go about the business of marketing our practices. That word, that concept, is "competition." When somebody wants what you’ve got, that’s "coveting." When someone is working to get what you’ve got or want, that’s "competing." It’s pursuing business—the prospective client—even as other lawyers are pursuing them. And it’s protecting your clients from being successfully wooed by other lawyers. It's not performed by the mere mechanics of marketing—but by strategy.

Originally published April 11, 2012 0 0