How to stand out from the crowd

Ari Kaplan taps into the wisdom of excellent marketing professionals across the country in his latest at Law.com. How to stand out from the crowd is a good read for law firms as well as other small and medium sized businesses.

Among other things, the marketing experts advise:

• Concentrating in a niche area
• Using cost effective mediums and tools
• Having an effective Internet presence
• Blogging

Remember you don’t always hear about others’ successes. Small and medium-sized firms are realizing substantial returns from their blogs. But as I told Ari when I spoke with him, Lawyers having success with blogs are the last to shout from the rooftops about it, because of the competitive landscape.

When I suggested to one client that we do a seminar on blogs for lawyers in his town, the answer was a polite ‘No way.’ Ten years ago he had the edge over lawyers who did have a website like him. The lawyers caught on to websites. He knows other lawyers will catch onto blogging but he’s not interesting in accelerating the pace.