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How to Stand Out from the Crowd

By Ari Kaplan

The language is clear: 'An advertisement or solicitation shall not depict the use of a courtroom or courthouse.' While using a courthouse in an ad for your law firm may be a clich' ' and fail to set you apart from the competition ' it hardly seems intuitive that doing so would violate advertising guidelines. That will be the case in New York, if a proposed rule goes into effect this month. Across the country, advertising rules continue to evolve, so pinpointing how to best spend your marketing dollars can be challenging.

'Firms should start with the marketing strategies that have the potential to give the highest return on investment, that are the least expensive, easy to measure, give them great marketing penetration and that they have some knowledge in implementing,' says Nader Anise of Boca Raton, FL-based legal marketing consultancy Nader Anise Lawyer Marketing. These strategies include focusing on a niche, enhancing visibility, leveraging your online presence, cultivating a referral network, being patient and measuring the return.

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