If I asked you what criteria you use to determine which lawyer you would select from a list of lawyers to hire for a legal problem you had, you’d probably say that you would make your decision based on which lawyer was the best at solving that problem. That makes logical sense, right? You’d want to choose the best. And that how most lawyers market their practices too, as being the “best” in a particular practice area or “better” than the lawyer down the street.

The problem with this is that when people actually make decisions – such as which lawyer to hire – they don’t base their decision on which option is objectively best. Because decision-making isn’t driven by logic, it is driven by emotion. And being the “best” is a logical argument.

TAKEAWAY: will you keep marketing yourself as “better” or as different?