Marketing Tips For Lawyers: No More Random Acts of Marketing (Part B)

If you want to differentiate your law firm from the hundreds or thousands of other law firms in your area, you are going to need to engage in legal marketing strategies that are completely different from what all the other attorneys around you are doing.

The best way to start this process is to identify your perfect client. So even if you are a personal injury lawyer, you know there are some cases you want to work on and some cases you don't. Perhaps you're really interested in dog bite injuries that affect children. Perhaps you excel at car accident litigation, or bicycle accidents.

Each of these types of cases has a target audience. If you want that target audience to find you and hire you to represent them, you need to know who they are and how to speak their language.

If you want to create your niche and start attracting those perfect clients, you need to start marketing yourself as an informational resource and the legal expert in your field. A great way to begin is by creating a free E-book or Free Report to send potential clients who contact you. This book (or preferably, books) will give your client vital legal advice about your niche topic.

This process serves two important purposes:


  • it gives your potential perfect client the exact information they are looking for; and
  • it establishes you as the legal authority in your field on the very subject your potential client is looking for.


While the incentive of free information is a great legal marketing strategy, it shouldn't stop at an E-book. This is where your online marketing comes into play. Your website also needs to help solidify your reputation as a legal expert in your field.

You can achieve this by making sure your website is also filled with a full article library and constantly updated blog that also addresses the concerns, questions, and processes your potential clients are looking for when searching for a lawyer.

Remember, your perfect client is not going to hire a picture out of the Yellow Pages or a lawyer based on the website with nothing more than a few sparse landing pages and an Email address. They want information! If you are the one that can give it to them, then guess what - you become the lawyer they trust and eventually hire.

As part of Great Legal Marketing, we focus on saying NO to traditional lawyer marketing and seeking out new strategies to market to our ideal clients in ways they'll actually respond to. The best way to begin is by requesting a FREE copy of my Free Report and CD about how to stop marketing like every other lawyer on the block and grow the kind of practice you can be proud of while still getting home on-time for dinner - (703) 591-9829.

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