Lawyer Marketing: How Do You Stand Out From the crowd?

At the Beach

Most lawyers never even bother to ask that question.


I’m sitting here on a beautiful Sunday afternoon overlooking  Little Neck Bay and watching  two beautiful swans and two ducks swimming effortlessly right in front of me. The water calmly laps the beach, and here I am creating my next blog post talking about how to distinguish yourself  from your competitors.

If you use TV, unless first you are spending hundreds of thousands of dollars ask yourself how you could possibly compete against the giants in your field? Do you really believe that your one little 30 second TV ad that runs only a few times a week on different stations is going to differentiate you from the mega-law firms who spend millions a year and saturate the TV markets?

If you use radio to market your practice, how does your 15 second radio message help your listener understand that you are the right firm compared with the next lawyer who comes on the radio with a similar message?

Forget about the Yellow Pages since it is the rare attorney who provides any useful content or information in a Yellow Pages ad. In addition, the Yellow Pages is going the way of the dinosaur. Everything is now online and searchable.

Let’s say an online viewer does a Google search. Assuming your website is somewhere on the first or second page, how can you distinguish yourself from everyone else who competes with you?

How are you different from all the other attorneys who do the same exact kind of work  you do?

You know that you cannot come right out and compare yourself to any other lawyer by name. You know you should not be boasting and claiming you’re the best since that most likely will violate various ethical rules in your state. So how do you tell your online viewer that you are the right person for them without you ever having to say “Come to me because I’m the right one for you?”

Understanding what content gets a viewer to pick up the phone and call is a key component to being successful with online marketing. Understanding how to distinguish yourself without badmouthing any  lawyer is also one of the important steps lawyers need to learn to show how they are different, in a good way.

You may be tempted to run negative campaigns highlighting things that your competitors do wrong. However, before taking that step, ask yourself how you are advancing your case by educating your prospective client if all you do is focus on your competitors negative points.

My advice: Focus on how you can help your potential clients. Skip the rhetoric, skip the boasting, skip the badmouthing and actually provide some useful information that your ideal client wants to know, without giving any legal advice.

Do you really want to learn how to set yourself apart from everybody else? Creating an entire video library is the way to do it.

To learn more, I encourage you to pick up the phone and schedule your free phone consultation with me by contacting Kathleen at 1-800-320-4314 or by e-mail: I welcome your call.

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Well, we recently got two really good cases. We tracked where they came from, the client said they had watched our YouTube videos and they were calling us because of it. The crazy thing is I’m a non-believer. I’m always trying to break out of the box I’ve put myself in and it is amazing. People will call you because of the videos you post.

Greg Stokes
Stokes & Kopitsky, P.A.