Use Your USP to Sell Yourself as More than a Lawyer

Authors, poets and lyricists are all gifted with a way with words. In the hands of a good writer, even the most horrible of stories can be transformed into something compelling. This is something that many lawyers can attempt with their own legal marketing: spinning their profession into a unique selling proposition.

We all know what a personal injury lawyer does, but the general public sometimes views these types of lawyers as greedy ambulance chasers. In an attempt to put a positive spin on your profession, why not restate your purpose? When someone asks what you do, instead of responding “I’m a lawyer” why not try something more like:

“I investigate accidents where people are wrongfully injured, gather all the facts of their incident and injuries, and help them get compensation for their medical bills, wage losses and suffering.”

Suddenly, you’ve got a unique selling proposition in that you’re no longer an ambulance chaser; you’re an advocate for the wronged.

Part of the problem with traditional legal marketing is that it’s so bland and blunt. We know you are a lawyer, we know you want the case and we know we can call you now. All these stale lawyer ads say nothing new to set them apart from the others, and that’s why they’re ineffective.

You can be the breath of fresh air in the lawyer advertising in your area by not advertising that you’re just a lawyer. Show that you’re a human being, find your unique hook and use it to sell yourself as more than just another attorney. Check out my article which covers the finer points of developing your unique selling proposition and why it’s so important to your legal marketing.

Starting over can be scary, but it can also be exciting, revitalizing, and motivating. That’s why many people daydream about what they would do if they could “start over.”

In fact, that’s one of the (few) things I enjoyed about golf! You start from zero at each hole and have a fresh opportunity to excel.

This was my mindset when I wrote the report, 10-Step Program for Marketing Success. I set out to answer the question, “what are the steps I would take if I were rebuilding my practice from the ground up.

Inside this report, you will discover everything I’ve learned since opening the doors to my law firm and all the big-picture tactics I teach the attorney members at Great Legal Marketing.

YOU can get this special report FREE just by clicking the button below and requesting your copy. This is the “gateway” report to Great Legal Marketing, where you will learn our marketing philosophy. You will probably find the information in this report refreshing compared to all the junk information about marketing supplied by marketing vultures who want to sell you a new social media campaign.

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

Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.

Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.

If you want a peek at what successful attorneys use to market their practice, the HERO Starter Kit is your logical next step.

We’ve put together a FREE (and potentially life-changing) kit for solo and small firm attorneys that will show you a better way to reach potential clients and get them excited to call your firm. Request your HERO Starter Kit from Great Legal Marketing!

Request Your HERO Starter Kit Today!

by Ben Glass

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

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

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