Modified from Wikipedia:
Legal marketing is the process of communicating the value of legal services to clients, for the purpose of selling legal services.
What is the value of the legal services that you provide?
What’s your worth to your clients?
What’s your usefulness to your clients?
What’s your importance to your clients?
Is it your education?
Is it an award you won?
Is it your membership in an organization?
Is it how much your services cost?
Maybe. Or is it something else?
Is it peace of mind?
Is it freedom?
Is it justice?
Is it empathy?
Is it trust?
Is it a shoulder to cry on?
How would you go about communicating these?
Would you talk about how affordable your services are?
Would you talk about all the honors you’ve received?
Would you talk about all the seminars you’ve conducted?
Maybe. Or might you try another approach?
Might you communicate how you are uniquely equipped to alleviate fears?
Might you communicate how you are uniquely equipped to protect freedoms?
Might you communicate how you are uniquely equipped to obtain justice?
Might you communicate how you are uniquely empathetic?
Might you communicate your reputation for trustworthiness?
Might the value of your services be better communicated by others?
Isn’t your ability to alleviate the fears of others best communicated by those whose fears you’ve alleviated?
Isn’t your ability to protect the freedoms of others best communicated by those whose freedoms you’ve protected?
Isn’t your capacity for empathy best communicated by those to whom you’ve shown empathy?
Now, pretend you’re someone who is investigating the value of your services.
How would you conduct that investigation?
Where might you go to find some evidence?
Go look for it. Was it easy to find?