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LET ME TELL YOU ABOUT US:
I am a one person law firm specializing in helping people who can no longer work get social security disability benefits. There are some large law firms who advertise on late night tv and who are all over the internet. What I want to do is let people in my region (Western Massachusetts, perhaps all of MA and some of CT) know that my local service is better because I know the local people deciding their case.
I like one phrase: "Paying It Forward" but I don't know if it is well enough known to mean anything.
Here are the things that distinquish me from my competition: Successful outcomes, empathy, personal one-on-one care, I only do this one type of law so I am a specialist, I take tough cases. I take mental health and unusual medical problem cases. I have a doctor on call. I travel to people's homes and do nights and weekends. I've been in practice 31 years. I answer questions.
HERE IS WHAT WE NEED:
I need a brand: a name or phrase I can use to market myself. If you google obvious words, such as "social security" or "disability + lawyer or + attorney" etc you find the few big firms who gobble up most searchs on the web.
I need something that I can market with - use as a brand. The phrase or name would go on my web site, my ads (if I had any), on my busniess cards, etc. If I use my name as the most unique thing, then I need a phrase that conveys that the person gets my personal attention, not that my my secretary or paralegal. The phrase could be the name of the website.
While "disability" is a commonly used word in the field I'm in, use of the universal wheelchair handicapped sympbol is not appropriate.
If possible, the phrase could be a stand alone advertisement surrounded by lots of whitespace in a newspaper with my contact info in small type.
OUR TARGET AUDIENCE IS:
The target audience is people age 35 to 60, although I get some younger and a few 60 to 62. Many of my clients are no longer working, so they may be stay at homes. Generally, most are poor, either chronically or recently as their health deteriorated and their finances failed.
About 40 percent of my clients suffer from some form of mental illness, and about 25% have a serious mental illness. That said, I can't think of any way in which my marketing would be different, other than what I might do through mental health providers.
People in MA are very stuck in their little neighborhoods. I have to find a way to get people from a few towns over to come see me ... or let me come see them.
WE LIKE THESE DESIGNS:
Right now I use blue lettering on cream colored paper.
I've always enjoyed the NM Zia sympol but ... I no longer practice there and it doesn't seem appropriate.
The Connecticut River runs through my territory. I'm not at all sure I want to limit myself by geography, however.
WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:
No wheelchairs. It is illegal for me to use anything that resembles the Social Security Administration's designs, logos, etc. Don't go there.
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