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Nifty net tips from Julian Summerhayes

20 June 2011

20 June 2011 - Unique selling point, anyone?

Check out your nearest competitor's website. It will tell you what they do. "We are a specialist litigation practice offering a range of services for private and commercial clients." Some might even throw in the 'how we do it' (aka their USP). "What makes us different from other law firms?"

But how many start with the why? Not the 'why use us', but an exposition of their moral fibre, their purpose or mission?

Just think of Dr Martin Luther King's I have a dream speech. But peel back a further layer and look at social media. Most firms haven't thought deeply (if at all) about the What, How or Why. If anything they are still focused on the technology and understanding the risks (getting close to the What...). Some may have considered the tone of the conversation, away from a Us to Them approach (broadcast) and to Us to Us engagement (being social in other words).

If you are so...

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