To Attract Clients, You Need to Distinguish Yourself from Other Lawyers

As far as the general public is concerned, one lawyer is pretty much like the next—which makes it unlikely that a prospective client will choose your firm over the one down the block according to any metric other than sheer chance. That's why differentiation is the key to your marketing campaign: you have to throw potential clients a “hook” that will lodge your firm in their minds and set you apart from every other interchangeable attorney out there!

What Makes for a Good Advertising Hook?

Great lawyer marketing hooks are made, not born: There has to be something that sets you apart from your fellow attorneys, even if it doesn't seem like all that big of a deal to you. For example:

  • Were you the attorney in a lawsuit that generated major media attention (win or lose, it doesn't really matter)?Are you using the right marketing "hook" to bring in clients?
  • Have you “changed sides” in the course of your career? If you were a former DA, and are now a defense lawyer, that's the kind of thing that clients love.
  • Do you specialize in one, extremely focused area of the law? Clients will want to know, say, that you're the most experienced maritime injury lawyer in San Diego!
  • Do you have a compelling story about your life before you entered the law? (Your parents met in the military, you were raised in an orphanage, etc.)
  • Do you have a talent for explaining the law in non-technical jargon, and not overwhelming clients with legalese and obscure Latin phrases?

You Need to Give Potential Clients a Reason to Choose You, Rather Than the Other Guy

You may balk at the need to differentiate yourself from other attorneys: after all, aren't the most important things that you have a firm grasp of the law, and that you have a good track record with clients? In an ideal world, they would be—but in the world we live in, most people can't tell one lawyer from the next.

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