Don’t Be Afraid to Say NO to Traditional Lawyer Marketing (Part B)

If you want to market your law firm in a way that truly stands out from the crowd, why would you insist on doing the same tired marketing that every other lawyer does?

What so many lawyers forget is that they have a choice in how they market themselves to potential clients
. If you are completely happy with how your practice is going and don't feel the need to continue growing, thriving, or capturing the clients you actually want instead of whoever walks through your door, just keep on doing what you're doing.

If on the other hand, you'd like to have a successful law practice that allows you to work on the cases you want to work on, you need to learn how to market to your ideal client. Traditional lawyer marketing just isn't going to give you the edge you need to make that change.

Stop Fitting In and Start Standing Out

It's time to start thinking more like an entrepreneur and less like a lawyer. This means stop looking at what other lawyers are doing and start thinking about how to differentiate yourself in an oversaturated marketplace, which, if you are practicing in any metropolitan area, is definitely the case.

Let's say you still want to create that Yellow Page ad, or any ad for that matter. Instead of trying to look like a legal ad that sells legal services to everyone, think about your ideal client. They aren't going to hire you based on that ad. The point of that ad is to get that potential client to contact you. This means all your ad has to focus on is getting your ideal client to contact you, not hire you.

What incentive can you offer that would help your ad stand out from all the other lawyers pitching the same line all around you? I'll give you a hint, it's not about telling them you are a lawyer or offering a free consultation, everyone does that. It's about letting them know that you have the information they want and you are one who will give it them.

When you stop thinking like a typical lawyer, you'll stop marketing like one and begin to build a law practice that really reflects your individual strengths as an attorney.

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 getting a 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. 

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