Think different and solicitors marketing

If you ever come to my office, you will find a picture of Steve Jobs on my wall, with the grammatically incorrect statement beneath it saying ‘Think different’. This was one of the Apple advertising campaigns, recently copied by a car manufacturer who has also left the ‘ly’ off. It does make you take note because you know that it is not right, so maybe that is why it worked so well for Apple.

Anyway, why is it on my wall?

Well, first, the picture is not actually a picture, but a framed T Shirt, made by a beachside artist – a memento from a fantastic family holiday.

I was reading Steve Jobs biography on that holiday, and whilst it does not paint a great picture of him as a family man or as a boss, it did remind me of that fact that he really was a very canny marketing man with a real eye for detail.

So the ‘Think different’ is there to encourage me to think in new ways and not to get stuck thinking in exactly the same way as my competition.

I do not think that the caption in question was one of Steve Jobs’ own, but he did come up with some other great ideas.

My favourite are the names he has given to so many aspects of the Apple products which give them an air of mystique when compared to their competition.

And for legal services, that is a really interesting thing that you can copy and use to your own advantage.

You see, when a client is choosing a legal provider, 9 times out of 10 they will not just be looking at your firm, but also comparing you alongside your closest competition.

How can a prospective client compare your service when you both do exactly the same thing, you might ask (as indeed I am often asked)?

Well, that assumption is a very costly mistake to make.

Even before the prospect contacts you, you can do many things to make your firm stand out from the competition, to give you that competitive edge.

Some of the things you can do you can copy from Mr Jobs own marketing armoury.

Take a close look at the Apple website and how they name some of their products, but also the features of their products, and you will notice that many of them are uniquely named.

If you cannot see what I mean, send me an email or reply to this blog with a comment and I will give you some examples, and explain how you can apply the Apple ‘think different’ logic to your law firm marketing.

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