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(Marketing) Lessons From A Serial Killer

I've fallen behind, but I'm catching up on episodes of Dexter.

If you don't know about it, the show has a great premise. Dexter Morgan is a blood spatter analyst working for Miami Metro Police.

He's also a serial killer.

Not any serial killer, he's got a "code" - he'll only kill (other) murderers who the criminal justice system couldn't convict.

But that's not what makes the show so compelling ... it's his dual life, where he's an upstanding member of law enforcement to everyone else, a doting father, and a model citizen in most ways. But one with a dark secret that he can't let anyone know.

If his sister ever found out, she'd be broken. His son would be carted off by child protective services.

So he is careful - very careful - to cultivate the perfect exterior image.

And you know what, he does.

Now I'm not saying you need to become a serial killer, but there are some lessons here. The most important is that you create other people's perception of you.

Not them, you. You're in control of how clients see you.

... If you project an image of a low-rent, take-any-work lawyer, that's what people will see you as.

... If you project the image of exclusivity and only taking clients who meet your exacting requirements, you'll attract more affluent clients who spend more.

The market takes you at your own appraisal.

We're not talking about hiding murderous tendencies here. It's far simpler than that.

There are more than a few practices who turn everything around by changing how they present themselves - and radically alter market perception in a short amount of time. It's the power of positioning, and it's available to every practice practically free (if you know how to do it).

Think about this - if you've got a former client and they're thinking of sending you their friend, will they be embarrassed? ("Uh, yeah, you could call Lawyer Larry, just ignore the worn carpet and stuffed pheasant missing half its feathers on the mantle").

Or will they be proud to refer business, because they're sending their buddy to a lawyer who has cultivated an exclusive, referrals-only practice?

This is critical. So critical that “Positioning Your Unique Practice” was one of the first members-only trainings I did for our Concierge and Alchemy Mastermind members. Because if you don’t get this right, you’re chopping off your business before it even gets to you.

So think about it. How are you positioned?

(Note to Practice Alchemy Members: A recording of this training with complete worksheets is available in the member training area)


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