Good marketing is the art of differentiation. If you present yourself like any other lawyer in the marketplace, potential clients and referral sources are less likely to remember you when they encounter a need you can service.
This is a hard lesson to embrace in a competitive field for legal services. Most of the clients I work with are concerned that if they do not mention everything they do, they will miss out on opportunities. But by not focusing your marketing message, the opposite is true. You run the risk of being memorable for nothing.