Selling is an instinct necessary to survival. The persistent crying of the baby persuades caretakers to get out of bed and heat the formula. What can shut down that instinct ranges from over-education to extreme angst.
Review most lawyers' marketing materials, including informational talks delivered at the local chamber of commerce, and what's obvious is this: This dog don't hunt. The message is the wrong one. It is usually that the lawyer is very smart. But no one buys smart, not even app startups. Human beings buy outcomes or the promise of them.
The only place for erudite discussions of a point of law is bundled within the context of the outcome. The message hammered is: The case was won and the mother for four didn't go to jail for 18 months because this point of law was leveraged.
As for all those laundry lists of credentials on websites. Don't ever have them in isolation. The lawyer's practice is IP. Fuse the background information of the law school with that. For example, X law school is known for its innovative thinking in IP. Then, immediately, list the lawyer's wins in IP, along with the names of clients.
Marketing material should be brought up to date often. Each new success should be embedded in every bit of it. The branding is about outcomes. Nothing else.