Whether it pertains to a specific industry or a specialized legal field, niche marketing is one of the most effective strategies for setting yourself apart and establishing a successful practice.
Nevertheless, there exist numerous other avenues for distinguishing yourself that do not revolve around specializing in a particular practice area. Here are some alternative ideas to consider that Sally J. Schmidt at Attorney at Work has provided:
Unique Work Philosophy
Schmidt suggests that lawyers think about whether there is something distinctive about their approach to serving their clients and describe themselves that way in their firm branding. Here are a few descriptive word suggestions law firms could use:
- Collaborator
- Litigation Specialist
- Business-minded
- Technology-savvy
- Plain-spoken communicator
Personal Background
Often, a lawyer's personal background significantly influences their firm's identity and the way they practice law, according to Schmidt. If you or a family member was injured in an auto accident or you are a first-generation college student, your personal life experiences shape your firm and the way you practice law. People like to work with people that they can connect with so include personal details in your branding so potential can get to know who they are thinking about hiring.
Special Qualifications
Many attorneys possess unique qualifications that can distinguish them. Schmidt says that qualifications like being bilingual or having relevant, unique industry experience can put you ahead of your competition.
Transforming Features into Client Benefits
Once you've identified your distinguishing characteristics, the crucial task is to demonstrate how these features benefit your clients or potential clients. Lawyer bios or profiles frequently mention achievements such as law review, prior work experience, or specialized degrees. However, it's vital to explain why these aspects matter to a client. Schmidt gives the following example in her article, "With an MBA in logistics, Dan speaks the language of the transportation industry and has a firsthand understanding of the issues facing those clients."
Living Your Brand
Always remember that merely stating something about yourself is insufficient—you must embody it. Schmidt states, "If you promise clients straight talk or a collaborative approach, you need to deliver. Every lawyer has a brand. The goal is to recognize and manage it."
Read more in the article from Attorney at Work here.
