Legal Marketing: How to Create An Effective Positioning Statement

Not to be confused with a unique selling proposition (USP), a positioning statement is specific to a particular area of practice, such as estate planning, product defect or personal injury law.

The goal of an effective positioning statement in your law firm marketing strategy is to clearly define what perception you want to instill in your clients’ minds when they think of how your law firm practices a particular area of law.

In the end, your law firm marketing positioning statement must be:

Unique – it must clearly differentiate you from your competitors and your other areas of practice

Positive – it must create a positive image in the clients mind.

Memorable – While your clients certainly do not have to know or recall the specific words you use to describe your unique position, the key ideas should come through loud and clear.

Use these 5 steps to create your law firm marketing positioning statement:

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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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Law Firm Marketing Experts, The Rainmaker Institute on:

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