Market your results. What litigators have that many lawyers don't are results. That patent you were able to protect, that discrimination suit you were able to get dismissed, that money you were able to collect-these are accomplishments that other clients will find valuable. Include vignettes or summaries of cases in your biographies and marketing materials Remember that clients are buying what you've done for other people. Focus your efforts.
Many litigators obtain better results by concentrating their marketing efforts on a specific target.
Find the conduits. Instead of trying to target prospective clients, see if you can identify people who come into contact with prospective clients needing your services. For example, a lawyer handling divorces may want to network with lawyers in large corporate firms without family law services. Take a multi-disciplinary approach. Look for opportunities to collaborate with colleagues in your firm to develop niche or industry teams, in which litigation is one of the core services.