I know you may be thinking I want to be seen as different by my peers. But showing people you’re different will go a long way to proving you are better. For instance, I’ve written about my firm’s intentional culture known as the JW Way because it makes us different than most other law firms.
What I’ve found is that most potential clients and referral sources are attracted to the JW Way and what it says about my firm. We understand that the JW Way may not be for every client, but that just means they should be working with another firm or a different attorney.
So think about differentiates you from your competitors; it’s also likely to be what makes you better. Letting people know why you’re different is more intriguing than telling someone you are better. The former is interesting and the latter is cocky. How do you want to come across? And it goes without saying that speaking about your company’s values will come off better than slagging your competitors.