Every lawyer is different from every other lawyer, just as every case is different in some way. Too many clients or potential clients don’t know that. In fact, many think lawyers are pretty much all alike.
Thus, it is very important that when it comes to marketing that you set yourself apart from the crowd. To do this, you need to identify those characteristics, talents, processes, experiences, etc. that are uniquely you, and make sure that you let your existing clients, referral sources, and prospects know what those are, and why they are important.
Thanks to my friend Trey Ryder for his article in his recent newsletter that suggests several ideas that a lawyer can consider to identify their individual traits in three primary areas, to wit:
- Experience and successes
- How they provide legal services
Take a look at Trey’s "only" statements (i.e., I am the only lawyer/law firm that….etc.) and see if they help you uncover your distinctiveness, and then make sure your marketing efforts – i.e., written materials, elevator speech, biography, business development pitch, etc., reflect that uniqueness.