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What Personal Injury Lawyers Can Learn from Bottled Water About Marketing

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Published: 12Jul2008
Word count: 407
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Taking marketing lessons from bottled water.

Have you seen that show on TV where there are hidden cameras inside a fancy restaurant hotel? Then they create a "water steward" to offer very fancy bottles of water to the patrons. They all have labels from different mountains and springs; and they're selling these 8, 9, $10 bottles of water and they are selling the story and getting feedback from the patrons. And of course the camera goes to the back of the room and there's a guy with a water hose and he's filling all the bottles with city water right out of the tap. Every bottle has the same thing in it.

Well, the moral of the story is that if you can take something as plain and simple as water and learn how to differentiate it then you can make your personal injury law firm and make it stand out as well. It's all about the character, the personality, the drama. Its the wrapper or the story of the journey from the springs in some far away mountain to your refrigerator.

What's your story? What's your reason for being in the market place. Please don't make it "free consultations" or "we care." Those aren't unique stories.

There are many ways of choosing to market yourself in any media, the only challenge is finding a way that is different from everyone else's. Check out the yellow pages in your area. Pretend you are a consumer. Is there any reason to call one lawyer over the other in the book in your town? I doubt it.

You can be in the consumer's face (shout louder than everyone else), or you can be discreet in a way that makes them want to come to you. I like to think of this as guerrilla marketing. It's like Nike going to the World Cup and not being a major sponsor of the event. Instead, they drive their vans up and hand out Nike hats and T-shirts. It's the subtle message that nobody else is thinking about.

It doesn't matter if you're selling shoes or legal representation. All of this is transferable. The, the ideas are the same and, and what you may have a hard time getting over is that, I'm a lawyer and so my business is different. My profession is different. That's not true.

Study the marketing of bottled water. If they can do it, so can you.

Ben Glass is a personal injury attorney in Fairfax Virginia. He is the author of numerous consumer publications, including The Truth About Lawyer Advertising. He runs mastermind and coaching groups, and conducts marketing seminars for attorneys, teaching "Effective, Ethical and Outside the Box Marketing" through Great Legal Marketing, LLC.

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