I tried:
$$\lim_{x \rightarrow 1}\frac{3\ln(x) - x^2+1}{x-1} = \\ \frac{3\ln(x) + (1-x^2)}{-1(1-x)} = \\ \frac{3\ln(x)+ (1-x)(1+x)}{-(1-x)} = \\ \frac{3\ln(x)}{x-1} + \frac{1+x}{-1} = \\ \frac{\ln{x^3}}{x-1} - 1-x = \\ ???$$
What do I do next? Remember, I can't use L'Hôpital.