While I was pursuing my nursing degree in the late 90s, I was also working on my Spanish degree. Being from North Dakota where few people speak Spanish, Hispanic friends and colleagues often ask me how in the world I learned Spanish. I tell them I just fell in love with the language when I started taking Spanish in the 7th grade. I received my Spanish degree in 1998 and have been speaking Spanish since then.
I remembered what Vickie taught me in the CLNC® Certification Program about using my unique selling position (USP). So, I started including the phrase, “I also have a degree in Spanish” in emails to attorney-prospects and paralegals. In one email to an attorney-prospect, I briefly told her about the services I offer as a Certified Legal Nurse Consultant and mentioned that I have a Spanish degree. A couple of weeks later, I received an email from a paralegal at that law firm asking if I could attend an independent medical examination (IME) for his Spanish speaking client. Two months later, I received a voicemail from another paralegal at the same law firm requesting my services at an IME for a different Hispanic client and a different attorney.
Each CLNC® consultant brings something unique to the table. Like Vickie says, we are in the business of marketing. After attending both IMEs, I realized that I always need to market my USP of speaking Spanish. Marketing your USP will save a lot of time and energy. I kick myself now for not using my USP the first day I began marketing to attorneys.
Maybe your USP is speaking another language. Maybe it’s the fact that you have 25 years of nursing experience and you’ve worked in every area of the hospital. Maybe your nursing specialty is forensics. Whatever it is, every Certified Legal Nurse Consultant has a USP. The question is, are you marketing your USP to attorneys?
Brian Brandser, RN, BSN, CCRN, CLNC assists attorneys with personal injury and medical malpractice cases. Brian also serves as clinical coordinator in a critical care unit at a Washington state hospital. Brian has a Spanish degree and lives with his wife and two boys.
P.S. Comment to congratulate Brian on his CLNC® success and to share your USP for your legal nurse consulting business.