Module 2
Your market and positioning: who you serve, what you offer and why they would choose you
‘I do all kinds of work’ sounds like a strength to the lawyer who says it and sounds like nothing to the client who hears it. A new firm has no reputation, no marketing budget and a few hours a week to spare for selling. It cannot win by being everything to everyone; it wins by being the obvious choice for someone in particular. This module teaches how to choose a market by problem, not by a legal label, how to study the alternatives the client already has, how to write down in one sentence what you offer and why they should pick you, how to decide where to stand on price and how to test all this with real conversations before you commit money. It ends with the practical matter of a name.
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See what is included in All-Access →General education on starting a law practice, using invented people and figures. It is not legal, tax, financial or regulatory advice. Rules on practising, ownership, insurance, client money, advertising and anti-money-laundering differ between countries and change: check your regulator’s current rules and take professional advice.
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