It’s got more than 30 different kinds of coffee that you can get by the cup. Each cup is individually made using the “pour-over” method. The barista takes care of everything, including adding the right milk, sugar, or sugar substitute. Each cup is a work of art.

I’m writing this from Philz Coffee in San Francisco, where they go deep with the art of making coffee. The place has a line out the door, and every seat is filled.

Theoretically, we go just as deep with our work and with our clients. We don’t just do a custody trial. We do a custody trial that’s custom tailored for that client, those children, and their particular facts and circumstances.

Unfortunately, however, I’m not sure we always communicate the custom nature of our service. Philz does that with its menu. The menu above the counter covers each type of coffee and provides a brief description. Of course, when you meet with your barista, he or she will customize the drink according to your specifications. However, looking at the menu effectively sends the message that customization is the order of the day.

Your Menu of Legal Services

What does your menu look like?

• Does it offer the basics (custody, child support, property division, etc.), or do you have dozens of variations?
• Do you speak in broad strokes, or do you drill down to the specifics?

The bigger question is, do you even have something that serves as the menu?

• Does your website provide choices?
• Does your initial call screener do it?
• Do you do it in the consultation?

The menu in Philz sends a message that says “expertise” loud and clear. Even among the beat-up furniture, haphazardly seated crowd, and crazy, overflowing bulletin board, you get the sense that the cafe knows exactly what it’s doing. You can just feel that the coffee is coming from a company that really knows its business.

Are you sending the right message with your marketing? Are you an expert or “the” expert? What does your menu say about you?