Today in our look at the new rules of legal marketing, we’ll be taking a look at Rule #5, both the old and new.

Old Rule #5: Look to your competitors to succeed. In the race to be perceived as equals, small law firms have done their level best to erase the lines between them and their larger brethren. The result is an inability to self-differentiate Ask two partners, one at a small firm and one at a large firm, what makes each of them unique, and they’ll both likely give you the exact same response.

New Rule #5: Only the specialists will survive. In this new economy, you must clearly stake out your ground: who you are, who you serve, and how you specialize is increasingly vital to your survival. Identify your uniqueness and emphasize it everywhere. Train every person from your partners to the receptionist how to answer the Big Question: “Why should I hire you?”

Agree or disagree, the rules have certainly changed. The new rules are here and they may be here to stay. How will you respond? What actions did you need to take yesterday to make the most of the opportunities tomorrow?

Welcome to the New Normal!


Learn the new rules of law firm marketing by attending an Avvo seminar. Three times bigger than, lawyer directory Avvo is holding three free seminars on Wednesday, June 17t in San Diego and Thursday, June 18th in Irvine in the morning and Los Angeles at night. Hear law firm marketing expert Stephen Fairley and others tell you what you need to know to market your law firm in the New Normal.

Click here to register for San Diego, Irvine or to register for Los Angeles