21 Ways to Bootstrap Your Way to Marketing Success (Part 6 of 7)

Create Category of One

On a recent call with our Mastermind Members (This is select group of attorneys who meet with John Bisnar and me for coaching and consulting. Look here for more information.), we were discussing how to create a unique competitive advantage and position your law firm against larger competitors. One of the best ways to do this is by creating a category of one.

For example, yours is the only law firm in Orlando who handles over 1,000 personal injury cases every year and still requires every client to meet face-to-face with an attorney. At every other large personal injury law firm you only get to meet with a legal secretary or a paralegal.

Here’s another: you are the only criminal defense specialist in San Francisco who is a former Golden Gloves champion. Find a way to create a Category of One, then tell prospects what that means to them and why they should care.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Law Firm Marketing Experts, The Rainmaker Institute | Attorney Advertising

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