In The Attorney Marketing Formula I talk about how to differentiate yourself from other lawyers. There are many things you can do within your core practice areas to show people how you are different and give them a reason to hire you instead of other lawyers.
Half the battle is being noticed and remembered. We all look alike. We all wear the same suits and speak the same language. Go downtown and you can spot the lawyers half a block away.
Anyway, what if you had something else you were known for? Something that has nothing to do with being a lawyer but everything to do with being you?
Perhaps you are the personal injury lawyer who likes opera. Or the Texas criminal defense lawyer who loves the Yankees. Or a small business lawyer who put herself through law school playing in poker tournaments.
Different. And memorable.
Take something from your personal life, present or past, and wear it like an emblem. When people see you walking down the street, they’ll remember you as the lawyer who used to play in a rock band or the lawyer who collects Native American art.
It’s a little hook to help you stand out, but it also opens up possibilities for networking in a niche market where you have knowledge and contacts.
When I was in grammar school, there was a kid who always wore green socks. Every day, in fact. He had an Irish surname but I think I asked him once and he told me he just liked green. Today, decades later, I still remember his name and those green socks.
Maybe you could be the lawyer who always wears green socks. Or red. Or bow ties. Or a scorpion lapel pin.
I don’t know what your thing is, but whatever it is, once I associate it with you, I’ll probably remember you. It might not be enough to hire you or send your referrals, but you’ve got a better shot than than the lawyers I met once but can’t remember.
Learn more about how to stand out in a crowded market. Get this.
