Developing Your Unique Selling Proposition (Part B)

Putting Your Unique Selling Proposition to Work

You've decided what your unique selling proposition is; now you need to implement it in your lawyer advertising. Remember that the unique selling proposition is a hook to get your client interested. Once you have their attention, you need to reel them in with more of what you initially offered.

If your unique selling proposition (USP) was that you offer free materials related to their case, your lawyer advertising needs to hype this up. You may choose to market yourself as the Motorcycle Lawyer. Your unique selling proposition will stress that not only do you specialize in motorcycle accident claims, but you've been riding for 20-plus years and really know your stuff. This means your lawyer advertising should be full of images of you on your bike, announcements about local motorcycle rides, and so on.

Your Unique Selling Proposition is Just the Beginning

If you think using your USP in your basic lawyer advertising is all you have to do, you'd be wrong. One advertising tactic is not enough to set yourself apart from the rest of the crowd. You need to make sure your unique selling proposition is implemented throughout all your lawyer advertising and legal marketing. 

This doesn't mean you need to be a one-trick pony; there are some cases where using your unique selling proposition just isn't appropriate. Some of the stricter, straight-laced marketing venues like the lawyer directories or online Yellow Pages will try to keep everyone uniform, so your USP may not function here.

At Great Legal Marketing, we focus on saying NO to ineffective traditional legal marketing. We seek out new strategies to market to our ideal clients in ways they'll actually respond to. So how do you get started? Get a FREE report and CD from legal marketing guru, Ben Glass.

Ben Glass will teach you how to: stop marketing like every other lawyer on the block; grow the kind of practice you can be proud of; and still get home in time for dinner. Contact us today - 703-591-9829.

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