subject: How Attorneys Can Differentiate Their Law Firm To Get More Cases [print this page] Don't spend another dollar marketing your law practice until you ask yourself this one question...
"What are you doing to stand out from the rest of the attorneys in your market?"
Think about the amount of ads our potential clients get bombarded with every single day.
"We get you more money"
"FREE consultation"
"One Call, that's all"
Do any of these actually speak to potential clients?
Here's your million dollar answer - NO!
None of these ads speak to our potential clients. And that's good news for you, because if you start running ads that DO speak to our potential clients - your firm will be flooded with new cases!
The problem with ads that state the above "one-liners" is that they fail to implement one of the most basic tenets of marketing - Differentiation
These ads are simply stating what every lawyer says.
So how can you increase the response to your marketing, increase your brand awareness, AND stand out from your competition?
Sell your Unique Selling Proposition! (USP)
A USP is the summation of benefits, or number one benefit - that a client will get for using your firm.
The term "benefit" is not to be confused with the term "feature".
For example, a feature of the eraser on a pencil would be that it is made of rubber-like material. A benefit is that it erases your mistakes.
Benefits will speak to your clients most pressing question..."What can you do for me?"
At my law firm, Hardison and Cochran, in Raleigh, NC - we use educational pieces as a call to action and to speak to the potential clients immediate need for information.
We've published half-a-dozen consumer books all related to a specific practice areas at our law firm. Not only is this completely different than what any other lawyer in my market is doing, it's goodwill to potential clients in desperate need for information.
The point is, if you're doing the same thing as your competitor down the street - clients will see you and your competitor as one in the same. Next time you're about to spend some money marketing your firm, just think...
"Am I selling the benefits of my law firm in this marketing tactic?"
"Is this going to differentiate me from Joe Blow down the street?"
