Course Description

The Queensland legal profession seems to be getting the message about the need to differentiate – but I am noticing complacency and ‘bluff’ everywhere. In addition to nearly all law practice websites claiming that they ‘offer excellent client service’ (or some vague variation thereof), we are now seeing nearly all small law practices claiming to be either a ‘niche’ or a ’boutique’ practice.


This course will help practices and principals:

  • understand the need to truly differentiate
  • craft their positioning strategy
  • Develop persuasive value propositions and messages
  • develop effective sub-brands and personal brands
  • leverage their better positioning to power price and charge more

1 hour / 1 CPD point - including a point in the core area of practice management / business skills

Consultant and trainer

Giles Watson

Giles Watson gets a big kick out of helping law practices realise their potential.Now:Director of Giles Watson Pty LtdPrincipal Consultant at CX Training Lectures on costs communication at QUTDad, husband, classic rock vinyl addict, zythologist and proud coach to North Lakes Leopards U6 rugby teamPreviouslyManaged the Queensland Law Society’s Practice Management Course: writing study guides, designing, developing and delivering sessionsManaged and promoted Lexcel, the Law Society of England & Wales’ legal practice management quality markWas a business development manager for 3 London law firmsQualificationsHas a Masters in Marketing, an MBA, a BA in Politics, and a Cert IV in Training and Assessment. Accredited in Hogan Assessments

Course curriculum

  • 1


    • Video: Introduction

    • Slides: Not nearly niche enough

    • Blog: More interesting work

  • 2

    The case for differentiation

    • Video: The case for differentiation

    • Blog: not nearly niche enough

  • 3

    Positioning strategy

    • Video: positioning strategy

    • Blog: Positioning pratfalls - common law practice positioning mistakes

    • Blog: 4 positioning tips for law practices

  • 4

    Value propositions and messaging

    • Video: value propositions and messaging

    • Blog: service guarantees

  • 5

    Sub-brands and personal brands

    • Video: sub-brands and personal brands

    • Blog: Corporate vs personal practice branding

    • Blog: Long live the anti-lawyer

    • Blog: genuine practice group differentiation

  • 6

    Positioning and power pricing

    • Video: positioning and power pricing

  • $375.00

    $375.00Practice success bundle

    Buy Now

Pricing options

Explain how different pricing options might be valuable to different segments of your audience.