If you are anything other than a newly minted law school graduate, your years of experience in the legal profession may have eroded that sense of "specialness" you had when you were in your 20s. You've dealt with hundreds of clients, thousands of potential clients, and the other lawyers in your area and with your specialty—and you may well have come to the conclusion that one lawyer really is pretty much like any other.

What is the cure for this jaded attitude? Well, one possible solution is to reinvigorate your marketing and advertising efforts by developing a "unique selling proposition" (USP) for yourself and your firm.

To come up with your USP, you'll have to ask yourself:

  • What can I offer to clients that other firms can't? (personal attention, experience in a specific field of the law, that "family" feeling?)
  • What types of clients, and what types of cases, do I enjoy the most?
  • What types of clients, and what types of cases, do I enjoy the least?
  • What can I say to a potential client who asks, "Why should I choose your firm rather than those guys down the street? Aren't you both going to approach my case in exactly the same way?"

Coming up with a viable unique selling proposition isn't an easy task; major corporations like Starbucks and McDonald's have spent millions of dollars crafting the image that they have implanted in the public's mind.

In the case of your practice, you don't have to break the bank, but you do need to give some long, hard thought to what makes your practice different from the competition.

Questions? Call the lawyer marketing experts at Great Legal Marketing (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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