You may not be the best in your field or even as good as your competition. You may not do anything different from other lawyers in your field.

One way to stand out and make a name for yourself is to find someone doing something noteworthy or interesting or controversial and help them.

Marketing your practice doesn’t necessarily mean promoting yourself. You can promote someone or something else and ride the wave of interest that ensues.

If you know someone in your target market who is doing something laudable–building a business or a cause, for example–tell the world about them.

Be their champion. Join their crusade. Look for ways to help them get the word out.

You could volunteer time or donate money to support their cause. You could refer them business or introduce them to investors. You could tell their story to everyone you know.

Find ways to help them grow and, as they do, stick by their side.

Many lawyers have found success representing a client that takes off. You don’t have to wait for one of your clients to do that, however, you can go find someone doing something you like or believe in and introduce yourself.

Marketing legal services is easier when you know the formula