It’s better to have an advantage over your competition. If you’re the same as they are, then you should expect similar or worse results. If you’re better than they are, then you’re likely to do better.
So how can you be better than they are?
Here’s the deal:
If you want to be better than the competition, you need a competitive advantage. You need to be able to say something desirable about your practice that they can’t say.
You need to be faster, cheaper, better, etc.
The fastest way to gain that advantage is to do something they can’t or won’t do.
You need to find something they are just unwilling to tackle because it’s hard.
For instance, and this is just an example, you could distinguish yourself from them by returning every call in 10 minutes.
“I can’t do that. I don’t have time. I’m already on the phone.”
You’re right. It would be incredibly hard to return every call in 10 minutes.
THAT’S WHY IT PROVIDES A COMPETITIVE ADVANTAGE.
If it’s hard, then others aren’t doing it and won’t likely do it after you figure it out.
How about creating 1,000 videos about family law on your website? Hard.
How about providing 24/7 access to an attorney? It’s hard. RIGHT.
How about making house calls? It’s hard.
How about preparing so well for a case that it hurts? It’s hard.
If you’re willing to figure out something that’s hard and tackle it, then you’re going to have an advantage over the other folks.
The easy stuff doesn’t create a competitive advantage. If you can buy it, then it’s easy to get. Buying content for your website is easy; anyone can do it. Thus, buying content doesn’t create a competitive advantage. The same is true of technology or software you buy off the rack. If anyone can buy it, there’s no advantage. It’s got to be hard to gain you an edge.
Yes, you’re relying on the competition being unwilling to step up and tackle the same hard thing.
You can usually count on them not to step up—trust me.
Do something hard, and you’ll win the game.