Trevor White and Shane Smith kick off a 3-part deep dive on law firm marketing. In part one, they break down positioning and why most firms think they need more ads when they actually need clearer messaging. Shane shares how PI seasonality shifts during the holiday “vortex,” why “colors and logos” come after the message, and how to build a core story that sells on emotion, not logic. They cover avatar selection, authority, and the trap of generic taglines like “experienced” and “aggressive.” Takeaway: audit every touchpoint and do not spend another dollar on ads until your message makes you unmistakably different.

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