Attorneys - Your Unique Selling Proposition
Information and Strategies to Promote Your Practice
Essential Guide to Attorney Marketing
By Margaret Grisdela, Legal Expert Connections, Inc.
Your Unique Selling Proposition
Try to carve out or strengthen your own distinctive position in the market with the use of a powerful “Unique Selling Proposition,” also known as your USP.
While this may sound easy, it can actually take a considerable amount of time and effort for an attorney or firm to determine their best USP. The larger the firm, the more difficult it can be to achieve consensus. For this reason, many firms turn to an outside facilitator to hold a partner retreat or strategic planning session.
An attorney who is anxious to market their own services aggressively may want to move ahead independently in creating their own marketing USP, whether they are in a small or large law firm.
A USP is based on many different factors, including price, service, geography, product features or method of delivery. As an attorney, you obviously want to distinguish yourself on factors related to your knowledge and legal expertise. However, do not try to differentiate yourself solely on the basis of service. Everyone offers good service.
One way to identify an unmet need in your marketplace is to look at your audience from a news perspective. Consider what is happening now, and the likely longer-term consequences. Study legislative initiatives, tax rules, compliance requirements, public sentiment and other relevant factors that will influence future legal needs in your practice area. The Sarbanes-Oxley Act of 2002 is a perfect example of new legislation that immediately resulted in new “SOX” offerings at law, accounting and consulting firms around the country.
Position yourself as an “expert” in your legal field if at all possible, consistent with state bar guidelines. You can become a visible, reputable legal source for reliable facts, figures and legal counsel in your selected areas of legal expertise. Review all of your marketing materials to verify the consistent use of descriptive copywriting, photos, case studies, speeches, articles that will reinforce your position as a recognized legal expert.
About the Author: Margaret Grisdela is the Founder and President of Legal Expert Connections, Inc., a legal marketing firm specializing in marketing and business development in the legal and litigation support markets. You can reach her at mg@legalexpertconnections.com.
Read Also:
- Cross-sell and Up-sell More Legal Services New!
- Measure Your Clients' Satisfaction New!
- Overview of the U.S. Legal Market
- Business Development Imperative
- Growing Your Practice
- Pick a Niche for Your Law Practice
- Know your Competition
- Branding your Law Firm
- Key Elements of a Successful Internet Marketing Campaign
By Margaret Grisdela, Legal Expert Connections, Inc.
HG.org is hosting this new series of excerpts from the book “Courting your Clients": The Essential Guide to Legal Marketing,” scheduled for release in May 2007.
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