3 Things That Make Successful Marketing Hard for Lawyers

It’s very difficult for a law firm to get its name out there and stand out above the others. There are so many new lawyers, new law firms, and so many big law firms willing to spend millions of dollars plastering their names, faces, and phone numbers everywhere. Maybe you’ve tried the billboards and park benches, and maybe you’ve tried a grassroots approach with it, too. But if you’re dissatisfied with how your practice marketing campaign is going, there are a probably a few reasons it’s not working like it should.


Here are three reasons your advertising campaign might not be working:

  • People are ignoring the ads. Thousands of ads make it into life every day. It’s almost impossible to open your eyes without seeing a few dozen ads, whether it’s a TV commercial or a simple logo that catches your attention. But you’re not looking at them, are you? It doesn’t matter how many times you see a logo if it doesn’t mean anything to you right now. People don’t pay attention to the ads unless they need to, but it’s important to be there when people do need you. 
  • Unlimited competition. Okay, so it’s not unlimited competition, but it might seem like it sometimes. There are plenty of options for someone looking for a lawyer, and they can’t always tell by an advertisement who the best lawyer is, regardless of claims to success. 
  • Lawyers’ reputations. Let’s face it, lawyers, especially personal injury attorneys, get a bad rap for being ambulance chasers and gold diggers. That may be due to the history of lawyers who drool at the sight of an injury due to a crack in the sidewalk or half an inch of snow. The good news is, that makes it easy to set yourself apart. If you ignore the classic “I’ll help you sue them for everything” approach, and focus on providing relevant information to your possible clients, you’ll come off as helpful instead of greedy. That’s who they want on their side.


These are just a few reasons that marketing doesn’t always go as smoothly as planned. There are probably more reasons, but these are three reasons that you can acknowledge, then actually use to your advantage. For more information on successful law firm marketing, take a tour of Ben Glass’s website, where you can get a free chapter on marketing from his book.

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