In almost any dominance hierarchy – like, a pack of wolves, a schoolyard, or the business world – there are “alphas” and “betas”. Alphas get the first pick of everything – food, mates, shelter, land, and so on.
Betas have to fight amongst themselves for the scraps. If you’re like most attorneys we work with, then your metro/practice area is a dominance hierarchy. The one firm who, for whatever reason, is the obvious choice for affluent clients who are willing to pay for the best – that firm is the alpha.
All the rest, the betas, have to settle for tire-kickers and flakes. If that sounds harsh, it is.
Here’s the thing, though:
Most practice areas are flooded with juniors who are so desperate for experience, they’ll quite literally work for free. What does this mean? It means there’s no place for “betas” anymore.
Because there’s nothing to scrap over. The flakes and tire-kickers are going to low-ball you anyway, and the desperate juniors will take them pro bono.
If you want to become the “alpha” of your metro/practice area – the one firm that stands out as the obvious choice to affluent clients who match a particular profile – then you need to invest in amplifying your status.
This is probably one of the most important investments you can make as a practicing attorney.
To attract the highest-caliber clients, you need to stand out as the obvious choice – as the attorney that’s worth paying a premium to retain.
Otherwise, you’ll be forced to fight it out for the scraps with the rest of the dwindling betas.
The good news is, status can be deliberately engineered.
To show attorneys more about how to do that, I published a new book called Attorney Authority Reboot.
It shows you how to build up your perceived authority in your metro/practice area, so you stand out as the obvious “alpha” – at least for the type of client you prefer.
If you don’t yet have a copy, click the link below, enter your address, and we’ll mail a copy to you on the house:
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