Lawyer A opens an office and does a divorce for $1,000.

Lawyer B comes along and opens an office down the block.

How can Lawyer B get the business currently being done by Lawyer A?

Lawyer B has a big idea. “I’ll do the divorce for $900,” she decides.

Oh my gosh—here comes Lawyer C. Lawyer C opens an office in nice executive suite around the corner.

Lawyer C has a better plan than Lawyer B. How about $800?

Oh yeah, Lawyer C is now one busy beaver. Life is good at $800—until, you guessed it, Lawyer D comes along.

Competing on price is a losing game. Someone will always beat your price. It’s a race to the bottom where we’re all losers.

What’s the solution?

It’s easy: don’t cut your price. Instead, do something different: be different. Don’t compete with the other lawyers offering the same old service.

Offer something different.

You aren’t the divorce lawyer. You’re the lawyer offering a phone that’s never busy, an instant email response, or a 55″ TV with your divorce decree.

Be creative. Anybody can compete on price, and everybody will lose.