1) Does your advertising tell people what is unique and special about your firm? Some call it an “elevator pitch”, some call it a USP (Unique Selling Proposition). It is your ten-second (or less!) explanation of why clients should hire your law firm. Is it the results you have gotten for other clients? Is it your warm personal staff? Is it an area of deep specialty? Before defining yourself, survey the competitive landscape and make sure you carve out a position that has no