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.
Dennis Yu
Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
