As marketers, we spend a lot of time talking about branding and positioning. I'm not going to go deep on each of those here, but I wanted to share a few ideas about how we think of these concepts for our own business.
First, I am a big fan of David C. Baker's work, particularly, The Business of Expertise. If you're not into books, check his Insights and 2Bobs. While his audience is creative entrepreneurs, there's plenty of applicability to lawyers, who are also in the business of expertise.
Second, we run on our version of the Entrepreneurial Operating System. The EOS framework includes a marketing strategy with the following components:
For this post, we're going to focus on our 3 Uniques.
As EOS acknowledges, the idea of 3 Uniques is just their way of talking about differentiation and value propositions. Essentially, they're the three things taken together that you do, that no one else can (or very few others can).
In other words: What three things together make you uniquely qualified to help your clients?
Here are ours: Monthly. Exclusive. Results.
Monthly
We don't do long-term contracts. This makes us accountable for communicating the value of what we're doing for our clients on a monthly basis. As you may have already experienced, this is not the norm for digital legal marketing agencies.
Exclusive
We won't work with our clients' local competitors. SEO is a winner-takes-most game and we just believe that this creates too much conflict of interest. As lawyers, you should get this. Again, not that common in digital legal marketing.
Results
At the end of the day, what no one else can copy is our results. That's because they're based on our knowledge, skill, and experience. No one else has that. Our process for understanding our clients' business, creating a plan, and forecast and executing against it, is ours alone. Many of our competitors either sell deliverables or indirect marketing metrics (impressions, clicks, likes, etc).
We regularly revisit our 3 Uniques to scrutinize and refine them. It's an ongoing process of improvement.
We believe these help us stand out in a crowded market and we've been validated in this belief with feedback from both prospective clients and actual clients.
So, what are your 3 Uniques? What makes you uniquely qualified to help your clients. Hint: It's not how hard you fight.
Here's a recent Google SERP for "๐๐ต๐ผ ๐ฎ๐ฟ๐ฒ ๐๐ต๐ฒ ๐ฏ๐ฒ๐๐ ๐ฐ๐ฎ๐ฟ ๐ฎ๐ฐ๐ฐ๐ถ๐ฑ๐ฒ๐ป๐ ๐น๐ฎ๐๐๐ฒ๐ฟ๐ ๐ถ๐ป ๐ฝ๐ต๐ถ๐น๐ฎ๐ฑ๐ฒ๐น๐ฝ๐ต๐ถ๐ฎ." Ads? โLSAs? โLocal Pack? โLinks? โ ๐ท AI Overview? โ 6 firms listed. Only one tiny ๐. Click the ๐ฆ๐ต๐ผ๐ ๐บ๐ผ๐ฟ๐ฒ button? ๐ฌ๐ผ๐ ๐ด๐ฒ๐: Here's a more detailed look at some of these firms: THE PEARCE LAW FIRM, P.C.Edith Pearce, […]
On April 22, 2025, Google sent an email updating Local Services Ads Additional Terms for Providers: Subject: Action required: important updates to Local Service Ads Additional Terms Many people are arguing that lawyers cannot participate in Local Services Ads, as this would constitute a per se violation of the Rules of Professional Conduct related to […]
Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. […]
As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But hereโs the kicker: instead of keeping users within its ecosystem, […]
When law firms contact us, they usually want to talk: โข PPC Ads โข SEO Rankings โข Lead Generation Very few want to talk: โข Brand โข Trust & Recognition โข Emotional Connection Admittedly, much of this concerns that AttorneySync is known for lead generation across those common digital channels. But even when we start […]
According to an October 2024 study by SE Ranking: "The legal niche triggers the highest percentage of AIOs (77.67%). The average number of links matched between the AI Overview resources and the top 20 search results was 6.49 for legal topics. AI Overviews for legal topics most frequently link to NYCourts.gov (114 links), YouTube.com (48 […]
I'm grateful for my friend, Charley Mann of Law firm Alchemy. If you're a lawyer, subscribe to his Free Email List. In a recent email, Charley calls out bad guru advice on hiring: "Trying to execute a major SEO improvement? You need to find people who will help you, instead of trying to DIY it […]
If youโve spent any time on LinkedIn, youโve likely seen posts from law firm SEO experts showing off charts with an โup and to the rightโ trajectory. These screenshots, often pulled from tools like Semrush or Ahrefs, are meant to signal SEO success. And itโs not just the agencies celebratingโ๐น๐ฎ๐ ๐ณ๐ถ๐ฟ๐บ๐ ๐๐ต๐ฎ๐ ๐ต๐ฎ๐๐ฒ ๐ต๐ถ๐ฟ๐ฒ๐ฑ ๐๐ต๐ฒ๐บ […]
Meh, links! All things being equal, links still tend to move the dial more than any other factor in legal SERPs. Maybe links are having a diminishing impact internet-wide. But in my experience, quality links, especially relevant links (both topically and geographically), tend to improve law firm visibility in search more than most everything else. […]
