If They Can Market Bottled Water, You Can Market Your Personal Injury Law Firm

    Look at how they market bottled water and ask yourself, what can I learn from this?Have you seen that show on TV where there are hidden cameras inside a fancy restaurant hotel? They get a guy to pretend he is a "water steward" and he's out on the floor offering the expensive bottled water. 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.The teaching point is that if hundreds of companies can figure out how to differentiate bottled water and sell it at premium prices then you can figure out of to make your personal injury practice 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.Take any media (yellow pages, TV, radio). There are many different ways to get your message across in that media. Your major hurdle is figuring out a way that is different from anyone else's. Look around and do something different. 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 are selling medical services or legal services. 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.