Abraham Lincoln is quoted as saying “A lawyer’s time and advice is his stock in trade.” There is some debate whether or not he actually said it, but many lawyers take it as gospel and use it as their reasoning for trying to sell their time to their clients.

There are two problems with that (beyond the questions of whether he actually said it, and if so why he is to be considered an authority on the topic). You can’t sell time. And even if you could, clients don’t want to buy it.

In this episode I explain why you can’t sell time and what clients actually care about. And I give you an off-the-cuff example of the right way to market your legal services to clients in need.

TAKEAWAY: clients don’t buy your time or what you do, they buy the solution can provide them.