What’s the difference between a financially successful attorney and an attorney who sometimes struggles financially? It’s not necessarily their track record or knowledge of the law. Fairly often, its the attorney’s ability to market his or her services to potential clients.

But marketing a law practice isn’t always the same as marketing other types of businesses. So David M. Ward, Esq. of The Attorney Marketing Center provided some targeted marketing tips for lawyers in an email interview with Small Business Trends. Below are 20 of his top suggestions.