Lots of law firms advertise in magazines or newspapers of various kinds.  A common law firm magazine or newspaper article will consist of a photo of the firm, with the firm’s logo and a slogan or catch-phrase of some kind.  Of course, after this, the advertisement usually has the address and phone number of the law firm.  The areas of practice are also a common staple.

These catch-phrase can vary by practice area.  But, often times, the advertisements contain the words aggressive, talent, skilled, knowledge, experience or various other adjective.  These advertisements are often so generic in many respects, most newspapers or magazines can easily and quickly put together a sample ad for a law firm quickly just by using a template.

While marketing and advertisement is a good thing if you want to grow your practice, these types of advertisements generally do not stand out.  They are predictable.  It doesn’t draw many into giving the advertisement a long look.  It may help in terms of overall branding if the advertisements are run frequently.  But in terms of really drawing people into the advertisement itself, the likelihood is that this isn’t happening because there is nothing particularly special or different about the advertisement.

Instead of advertising with a photo, logo and slogan, what other ways can you separate your law firm with your advertising?  If you are going to be running newspaper or magazine advertisements, strive be different.  Look for ways in which you can separate yourself from your competition.

One way, of many potential ways to do this, is to offer information to individuals.  Information can drive readers into the advertisement.  It can cause somebody to find something that is useful to them.  So, article based advertisements is one potential way to be different.  Some advertisements do so much with imagery, for example, that the advertisement is unique and stands out.

But there are other possibilities as well if you and your law firm are creative.  How can you make your magazine or newspaper articles special?

If you have any thoughts, feel free to share them below.