If you've been a lawyer for any length of time, you probably know that one of the main challenges in promoting your law practice is the perception of the public that all lawyers are the same, and there's no particular reason to choose one over the other. Unless you're utterly cynical, and not much interested in the law in the first place, you know that this isn't true: you do offer something that the other guy doesn't, and if potential clients were only aware of this fact they would choose your services over the other guy's nine times out of ten. Perhaps you used to be an assistant DA, and now you're a defense lawyer; perhaps you have some background in a field other than law, or you attained notoriety in a widely covered lawsuit. There must be something about you (or your practice) that you can use as a marketing “hook”!

If you're having trouble coming up with a way to differentiate yourself from other lawyers, there are two ways you can go. You can admit to yourself that you were never all that crazy about the law to begin with (maybe you went to law school at the insistence of your parents, or because that's what all your friends were doing), or you can sit down and concentrate until you come up with an effective hook. You needn't “believe” in this hook yourself, and in fact, you may not much care that you've had particular success representing minority clients or that you once argued a case before the state Supreme Court. What's important is to package this tidbit as part of your brand, and use it as a way to reel in clients who would otherwise choose the other “plain vanilla” lawyer down the block.

At Great Legal Marketing, we know how difficult it can be for a hard-working lawyer to differentiate himself from the competition. Questions? Contact our lawyer marketing experts at 888-791-2150 for a free consultation today!

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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