I spend considerable time looking at websites, yellow pages ads, and print ads for family law practices. It’s sad, but one of the first things I do upon checking in to a hotel is to dig around and find the yellow pages so I can look at the ads. Unfortunately, some hotels are phasing out phonebooks. I’ll probably turn to the Bible once the transition is complete.

I look at the ads seeking something inspirational and unusual. I’m usually disappointed. Most of the ads feature the lawyer’s name and, maybe, a slogan. Frequently it’s just the name and the phrase “family law.”

Most lawyers assume that clients seek a lawyer to help them with their divorce. That’s true, but if you want to attract the attention of the prospective client you’ve got to say something more. It’s especially important to offer more if you’re competing in a crowded environment like the yellow pages or pay-per-click ads.

You can’t say the same things as all the other lawyers say and expect a client to hear you. You’ve got to stand out. You’ve got to say something different.

Speak to the needs of the client. Think about what they want and what you bring to the table. Try to say something that appeals to a particular subset of clients. By saying “John Doe, Family Law” you say everything and you say nothing. You’re open for business to everyone seeing the ad but, you won’t get calls because the ad doesn’t get attention. Be unique, be different, be special. Do that and you’ll get the calls you deserve.