How to Build Legal Marketing Strategies Leveraging Specialization Over Generalization

In this episode of The brndBrief Podcast, guest Roy Sexton, Chief Marketing Officer at Vedder Price discusses the unique challenges of marketing in the legal industry, where attorneys are trained to be autonomous and competitive, and how the profession has evolved since marketing was once forbidden for law firms. This conversation explores how leaning into specialization rather than trying to be all things to all people is the key in marketing today.

Key points include:

📌 Roy's approach to new roles involves walking around, meeting people, understanding their pain points, and looking for patterns before implementing any major initiatives — a strategy that builds trust and identifies real problems to solve.

📌 Rather than trying to be everything to everyone, law firms should focus on their distinctive expertise areas and create compelling, specific content that positions them as authorities in their niche practices.

📌 Use AI tools to polish, refine, and enhance content rather than having them do the work entirely, treating AI as a collaborative partner that allows teams to "level up" and think strategically rather than just execute tasks.

📌 Drawing from Walt Disney's philosophy of putting a sidewalk where people naturally walk rather than building fences, successful marketing means removing barriers and making it easier for prospects to engage with your content and expertise.

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Guest Information

https://www.vedderprice.com/

https://linktr.ee/roysexton