Many large firm websites lead with hollow marketing messages like “Every Client Matters” or “Experience. Expertise. Results.” These are often just empty words. Shallow taglines like these can hurt your credibility – and cast doubt upon all the words that follow.

So how do you fix this? There are basically two routes.

Option 1: Ditch the tagline.

Instead of a tagline, you can use sophisticated design, beautiful imagery, and high-quality content to subtly communicate your firm’s key messages. If done right, this approach – called silent positioning – works very well.

Sometimes the “ditch the tagline” approach isn’t received well. Most attorneys are verbal and prefer their website to have a bold headline that speaks to their strengths. The problem is that strengths differ from practice to practice and from office to office. There might not be any strengths that apply across all 350+ attorneys, 50+ practices, and 10 offices.

Is a powerful message even possible for large firms? Can a law firm that’s an amalgam of cultures and histories really develop a firm-wide message that truly resonates?

I think so. But solving a large firm’s messaging challenges requires a lot of work (which we detail below).

Option 2: Write a better tagline. 

Crafting a tagline is often mistaken to be a “messaging challenge,” but in many cases, it’s actually a business strategy issue. Here’s the difference:

• A messaging challenge occurs after you’ve identified what sets your firm apart, and you just need to develop an effective way to communicate it. The marketing department can usually resolve messaging challenges.
• A business strategy challenge is when you struggle to identify distinguishing characteristics that apply across your entire organization. This challenge is bigger than the marketing department. To solve this, you need to create a new reality for your firm as a whole.

If your firm has spent years struggling to develop a firm-wide message, chances are that the underlying problem falls into the category of “business strategy.” So, how do you solve this kind of problem? What’s the secret to developing a compelling firm-wide message that resonates? It all begins with “positioning.”

Four Steps to Creating a Powerful Message

Step 1: Positioning
Positioning is about finding a distinct market position (or niche) that gives your firm a sales advantage over its competitors. For example, among carmakers, Volvo’s position is “safety,” and the Prius is “environmentally conscious.”

Your firm should select a positioning that:

• None of your immediate competitors has yet claimed,
• Will resonate with key prospective clients, and
• Reflects a “truth” about your organization.

Where do you begin? BTI Consulting has identified some qualities that provide the highest level of differentiation for law firms. I’d begin by exploring whether any of these qualities could be the basis of your firm’s positioning:

• Commitment to help
• Client focus
• Understands the client’s business
• Provides value for the dollar
• Anticipates the client’s needs
• Innovative approach

Once you’ve identified your positioning, you can start crafting a message (headline/tagline) that powerfully communicates it. With the positioning nailed, this message should practically write itself.

Step 2: Substantiation
Marketing messages are often just empty words. Every firm claims to “provide value” and be “committed to its clients’ success.” So, how do you make it real?

To rise above the noise, you’ll need to demonstrate that your firm’s positioning is woven into its culture and rooted in solid processes. If your firm claims to “understand its clients’ business,” you need to publish a manifesto that explains exactly how you do this across the entire firm. Creating the manifesto will probably require that your firm adopt some new policies and procedures that support its claims. For example:

• Regular client visits – Promise to perform at least one onsite “learning” visit per year for all regular clients, at no charge.
• Google Alerts – Set up Google Alerts for each client, its products, and key competitors.
• Secondments – Actively encourage the firm’s clients to embed one of its attorneys onsite for one year.

Step 3: Internal Buy-in
The purpose of the firm’s positioning is to help attorneys sell their services. If your attorneys don’t feel comfortable with the positioning and fail to incorporate it into their sales pitch, it’s useless. So, how do you achieve buy-in across the firm? Here are some tips:

• Make the case that the new message is more than some pretty words. Attorneys need to know that it’s rooted in a sound understanding of today’s legal marketplace. A PowerPoint roadshow might be necessary to communicate how the initiative positions attorneys for success.
• Get management on board. If the firm’s executive committee and superstar rainmakers support the firm's positioning, it will have legs.
• Make it ubiquitous in the firm’s internal communication. This will help your message feel permanent. If the positioning is perceived as the “flavor of the moment,” people will tend to dismiss it.

Step 4: External Communication
For your positioning to “move the needle,” every bit of your marketing communication needs to reflect it.

• Your website’s homepage headline should succinctly communicate your message.
• Your firm’s manifesto should be published prominently on your website.
• Case studies should speak directly to your positioning and explain how it has delivered value to your clients.
• Your positioning should be summarized in a tagline that appears on every piece of printed and electronic collateral.

It’s important to realize that you’ll likely become bored with your message long before the marketplace does. Resist the temptation to change your positioning before it has been given a chance to take hold and show results.

This can’t happen at my firm

You’re probably thinking, “Thanks Dion, but that’s a tall order. It could take years!” You’re right, it takes time and effort, but determining your firm’s position and communicating it effectively can yield huge dividends. While it’s challenging for law firms to craft positioning that resonates, it’s not impossible. We're here to help. For a detailed guide on how your firm can find the right positioning, we encourage you to download our whitepaper: Market Positioning for Law Firms.