LawMarketing Portal: "Differentiation Tactics of the AmLaw 200"

February 14, 2006—Writer Julie Meyer provides an overview of differentiation tactics, including an extensive review of a presentation by Elonide Semmes, President and Co-Founder of Right Hat.

Elonide outlined the “Four Truths of Advertising,” which include recognizing the power of simplicity, getting into the head of the buyer, making an impression, and the importance of consistency and frequency. Elonide also provided some specifics about how to identify a firm’s unique selling position.

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