I talk a lot about the importance of differentiating your law firm by focusing your marketing efforts on communicating your unique competitive advantage – the benefits a client gets from working with you, the value you provide, the results you’ve gotten for past clients and the creative solutions you employ to solve legal issues.

The top 3 ways to create a unique competitive advantage for your firm are:

1. Create a micro niche. If you develop a tumor on your brain you would go to neurologist, not a general practitioner. It’s the same way with law firm marketing. You must position yourself as a specialist, not a generalist. One way to do this is by focusing on a very defined niche. For example, “I concentrate on helping inventors and owners of small software development companies in Los Angeles with less than $1 million in revenues protect their intellectual property and develop creative ways to generate multiple revenue streams from their invention.”

2. Focus on the benefits, value and results. Too many attorneys try to sell their legal services. People never buy legal services. They buy solutions to their problems. When meeting with a prospective client emphasize the benefits you offer to clients and the value you bring through your specific experience with their kind of legal problem. Discuss the results you have achieved for other clients, but be careful not to overstep the ethical boundaries or promise results based on someone else’s case.

3. Build an online presence. The Internet has changed everything when it comes to law firm marketing and how consumers select law firms. Today, most people will check attorneys out online before they ever hire them.  Having a robust presence on leading social media platforms, an interesting blog and a website that reinforces why you are different is key.

In addition, here are some effective ways to showcase your unique competitive advantage:

Testimonials. If it’s not barred by your state bar, then testimonials on your website are a good way to verify that people who have used your services are happy with the outcome. It is even better to have testimonials on your behalf on third-party websites like Avvo or Google.

Social proof. Being visible on social networks and having a good crop of followers lets those considering your services get more comfortable with the idea of hiring you – we have a strong herd mentality, and like to know we’re not alone.

Case studies. Posting relevant case studies to your website and your blog that are written for the average person (not another lawyer) can be very effective.

Videos. Populating your website and blog with videos that give prospects a feel for what it would be like to do business with you is another good way to showcase your skills.

Third-party endorsements. If you’ve been profiled in an article or interviewed in the media, post those interviews and articles on your website.