One of the reasons why so many cookie-cutter personal injury attorney marketing solutions fail is that they are generic, and you are a unique and highly specialized individual.

A marketing tactic may work great for Lawyer X—but terribly for Lawyer Y—because of inherent differences between the lawyers' skills and personal histories. For instance, some attorneys love making videos and going on TV. Other lawyers get nervous and frustrated by the camera.

Having said that, have you really thought through what strengths you bring to the table? What could you leverage to pick the right marketing strategy for your law firm? It’s important to know what you are good at. It’s also important to know what you are not good at: the things you don’t like doing.

It is possible, even if you are not the owner or partner in your firm, to make critical decisions, right now, that can set you apart. Focus on the aspects of the law business that you love, and begin to eliminate the aspects of practicing law and marketing your legal services that you don’t like and are not good at doing. Say you break into a cold sweat every time someone points a camera at you, but you love writing editorials and blog posts for your firm's website. Why on earth would you waste time pushing yourself through the gauntlet of video marketing, when you could play to your strengths and passions by doing strategic written marketing, instead?

There might not be shortcuts, per se, to better legal marketing. But there are ways of thinking about your marketing that can put you vastly ahead of your peers.

Spend some time thinking about what you do wonderfully—and what you do miserably. Spend some time thinking about what you love doing in your practice that brings value to your clients—and what stuff you hate doing. Getting clear on these fundamentals will make you a far better law firm marketer over the long term.

For more tips on marketing your legal services, pick up a copy of The Great Legal Marketing Book today? You can read a FREE sample chapter on our website. To get more information about achieving excellence in personal injury attorney marketing, call us at (703) 591-9829.
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