The best can always command a premium.

My friend has an agency and considered broadening his practice and serving less successful clients– because he thought clients are getting cheaper and it’s harder to stand out.

Here’s what I said to him– about why that path is wrong:

Expertise and word of mouth will never go out of style. Clients (your law firms and the clients they serve) will always pay a premium for who they perceive to be best.

So call it “thought leadership” or whatever, still continue to tell stories via one-minute videos and share expertise via blog posts you distribute.

Don’t make the fatal mistake of serving a smaller business, going broader, or lowering your prices.

The best can always command a premium.

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