You want to stand out. Show people you’re different. Help people remember you and talk about you on social media or to their friends. You’re looking for something you can do that’s different but coming up empty.

Relax. Stop trying so hard.

You don’t have to create your own practice area or provide free pizza in your waiting room. You don’t have to do anything radically different. And you shouldn’t. You’re a lawyer, and people don’t want their lawyer to be weird.

You can be different in little ways.

I just saw a video blogger who ends his videos by telling viewers to like and subscribe, as everyone else does, but then does something I’ve never seen anyone else do. He says not to bother hitting the bell for notifications, “because honestly, you have better things to do than to look out for a notification that I’ve posted a new video”.

Small, but different.

Technically, this is bad marketing. You want your viewers/subscribers/followers to know when there’s new content for them to consume. If they don’t get notified, they may never see that new content, and that’s a lost opportunity for you to connect with them and for them to share your content with others.

On the other hand, this is great marketing.

He shows his followers that he doesn’t slavishly follow the “script” everyone else follows, and that he cares about his viewers and puts himself in their shoes.

A small difference, tiny even, but you can get a lot of mileage out of small differences.

When everyone else looks and sounds and smells the same, you don’t need to do much to stand out.

And hey, if you do serve pizza in your waiting room, don’t put pineapple on it. That’s just weird.

Get more referrals by being more referrable