Do I really have to throw out all of my old marketing materials? Some of them were expensive!

If you want to continue using brochures, keychains, or other printed materials that you have boxes and boxes of in your office, you can. Handing them out will give you more exposure than throwing them away, so feel free to use them until they’re gone. But when they’re gone, don’t reprint them—replace them with something better.

Think of it this way: when you graduated from law school, did you receive a clock, pen, or nameplate with the scales of justice printed on it? You may still get these presents every year from well-meaning family members. The problem is, they’re stereotypical and hackneyed images of the law profession—and if everyone uses them, it means everyone is the same.

Take a look at your old brochures. Is your name the only thing original about them? Are you talking about your qualifications and case results rather than addressing your customer’s problems? Are the only incentives to call you a phone number and firm email address?

The key to great marketing for personal injury lawyers is to subvert your customers’ expectations. You don’t want to do what every other lawyer is doing; you want to distinguish yourself in your field. This means providing a lot of information for free, having the patience for a low-pressure sale, and pointing all of your marketing toward getting the customer to contact you rather than hire you.

The good news is, you already have the information you need to change your marketing. You know what clients tell you when they first walk in your door: their fears, their questions, and their concerns. Imagine you needed help, and someone provided the answers before you even asked your questions. That’s the person you want to be.

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