What’s your USP?

                              

It’s not wrong for an attorney to list the many objective benefits of his or her service in an advertisement or commercial. Chances are, however, that they will be pretty much the same as your competitors.

What separates the successful marketer from the also-rans, is that he or she will choose one positive attribute to advertise prominently and consistently over a long period of time so that the public comes to believe that he or she “owns” that attribute.

  

Your point of differentiation is the one attribute that you want your target market to associate with your product or service. It is your Unique Selling Proposition (USP). Although it may be tempting to try to feature more than one attribute, don’t do it. The market can only accept one point of differentiation per player. If you try two, they will accept neither.  

  

In Differentiate or Die, marketing expert Jack Trout goes so far as to suggest that, if you have nothing to say that distinguishes you from your competition, you may wish to rethink whether you should be in business at all. This may sound harsh, but especially in a crowded field such as law, you must give the consumer a good reason to call you.

 

When attorneys think about USP, however, they usually think too hard. A USP need only be a marketable difference designed to stick in the mind of the public, the standard of proof need not be by a preponderance of the evidence. The fact that potential clients know they can call your law office 24/7 is an extremely memorable USP that dramatically increases advertising response rates.

Excuse us for tooting our own horn, but we believe that 1-800-24/7-LEGAL is particularly unique in that it is the only branded telephone ‘number’ that, not only announces the service category, but also identifies the USP.    

         

Unlike an ordinary telephone number, a large percentage of the population will remember a mnemonic telephone ‘number’ forever.

Once a potential client  remembers your telephone number, he or she has no reason to look in the Yellow Pages or any other directory. Roto-Rooter® found that  when people go into the Yellow Pages even specifically looking for them, as many as 30 percent become diverted by the other display ads and call someone else. That is a huge advantage for advertisers who use an easy-to-remember telephone ‘number.’ 
  

When the ‘number’ is already in your head, there’s no reason to “let your fingers do the walking.”

                                                                                         




           

When the right mnemonic, like 1-800-24/7-LEGAL, establishes an impenetrable connection between you and your market, the ‘number’ itself becomes a brand.  And there’s a tremendous advantage in being one of the many law firms in different markets, all promoting a single branded telephone ‘number’ as the ‘number’ to call when they need your service. When people travel on business or vacation around the country, they will be exposed to YOUR ‘number’ – 1-800-24/7- LEGAL. Months later when they need your services, they are likely to simply dial the ‘number’ and reach you, without having ever seen or heard one of the ads you paid for.    
 

In addition, 7 percent of the population will move each year.  Chances are they will be moving from a market where they will have already been exposed to 1-800-24/7-LEGAL. Just imagine many law firms nationwide with substantial advertising budgets, all promoting YOUR easy-to-remember telephone ‘number.’

  

As a 1-800-24/7-LEGAL licensee, we provide you with national brand identity, a Unique Selling Proposition and a mnemonic telephone ‘number.’ But, since the client is yours, we never interfere with your legal representation. And, of course, we accept no referral fees.

 

That’s why we say that being a 1-800-24/7-LEGAL licensee adds up to the advantages of being part of a national brand, without any loss of autonomy.




AND, AS WE ASKED YOU EARLIER –




                            

                Call 1-800-24/7-LEGAL^sm. If you reach us (as opposed to one of our licensees), the ‘number’ is still available from your area code . And you’ll be amazed how inexpensive it is to become a 24/7-LEGAL^sm  licensee.

  
                                                                                             E-mail   
                                                 Also see our client website at 1-800-247-LEGAL.com  

                                                          

                                                                                                                                 

                    What you get as a 1-800-24/7-LEGAL^SM licensee:

 

                        •The exclusive use of our dignified TV ads in your market area     

                        • The  exclusive use of 1-800-24/7-LEGAL in your market area

                        • Electronic switching of calls from 1-800-24/7-LEGAL to your line

                        • 24/7 after-hours telephone coverage

                        • A reason for clients to call you rather than a competitor:

                                           •Our Unique Selling Proposition: The 24/7 law firm

                        • Vast increase in response to your ads because clients will

                                       remember your 1-800-24/7-LEGAL telephone number

                        • Your option to continue using 1-800-24/7-LEGAL ‘forever’ at no

                                       increase in licensing fee

                        • Increased word of mouth referrals because clients won’t forget

                                       your easy-to-remember telephone number

                        • The exclusive use of our logos, service marks, slogans and

                                       trade dress in your market area

                        • Prestige of being part of a national system

                        • Incredible low price / Incredible value

                        • Reduced dependence on overpriced methods of advertising

                        • All calls from your market area are yours/ There are no referral

                                      fees

                              • 1-800-24/7-LEGAL also means 1-800-24/7-LEGAL in Spanish!