Why Some Lawyers Get Chosen Over Others - And Can Charge A Premium
A 15-minute clarity tool to help lawyers attract clients who respect their time, pay their rates, and don’t ghost after the consult.
Too many businesses and lawyers struggle with a painfully simple problem: they can't explain why customers should choose them over anyone else.
You know you offer something valuable.
You care about your work.
But when someone asks "why you?" your answer feels scattered and unconvincing.
The reality is that without a clear value proposition, every decision becomes expensive guesswork. Should you lower prices? Add new services? Change your marketing message? You're flying blind.
But when you can clearly explain why customers choose you, those same decisions become obvious.
You know exactly who to target, what problems to solve, and how much to charge.
The constant second-guessing stops..
A Simple Four Question Framework
You can create a compelling value proposition in just 15 minutes using four targeted questions.
No complex business theory required - just a simple framework that helps you think like your customer, not like a business owner.
Know your customer: Who exactly needs what you offer? Think specific person, not "anyone with money."
Know their problem: What frustration keeps them awake at night that you can actually solve?
Know your solution: What specific outcome do you deliver? Focus on results, not process.
Know your difference: Why would they choose you over alternatives? What makes you uniquely qualified to solve their problem?
Example: The Coffee Shop Conundrum
Customer 1 wants a rare, specialty coffee experience. Will happily pay a premium.
Customer 2 needs "a reliable cup to get through the morning." Low price, no frills.
Try serving both, and you serve neither well. Without knowing your true target, every decision becomes expensive guesswork.
But if you answer these four questions from the customer's perspective, you get a clear answer to the most important question in business:
"Why would I choose you?"
Put It Into Practice
Set aside 15 minutes and work through these steps:
Customer: Busy small business owners in downtown areas.
Problem: Need reliable IT support without technical jargon or surprise costs.
Solution: Same-day tech fixes with clear explanations and upfront pricing.
Difference: Unlike big IT companies, we speak plain English and charge by the project, not the hour.
Combined result: I help busy downtown business owners get same-day IT fixes with clear explanations—without technical jargon or surprise bills.
Your Next Steps
This clarity doesn't just improve marketing—it guides every decision. When you know exactly who you serve and why they choose you, hiring, product development, and daily priorities become obvious.
Set aside 15 minutes today. Work through these four questions for your business. You'll gain the clarity most companies spend months searching for—and the competitive advantage that comes with knowing exactly why customers should choose you.
Remember: your value proposition lives in your customer's world, not yours. Start there, and everything else becomes simpler.