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When it comes to legal marketing it is (almost) always a bad idea to follow the crowd.
What does this mean?
A personal injury lawyer sees his competition advertising on billboards and on the side of buses throughout the city. He believes this must be the correct way to advertise so he goes out and spends a fortune on the same forms of media his competitors use. The thought being: “If the other guy is doing it, it must work.”
In this example we have two attorneys wasting their money on ineffective advertising.
In reality, the most successful legal marketing strategies are the ones you hardly ever hear about (except here at RainmakerLawyer.com). They are the things few lawyers have thought of doing and even fewer people have taken the time to implement.
One of the mantras I repeat to my clients over and over again is: “If you want average results you should do what everyone else does. If you want exceptional results you must be exceptional.”
The next time you happen to see some form of advertising (like a billboard or a Yellow Pages Ad) and you wonder if it makes sense for your legal marketing, think twice.
Be bold and be different. Try things that nobody else is trying. You might just be surprised at the results.