Being Stubborn Can Be Beneficial (Part A)

Probably the biggest argument I hear against establishing a niche for your legal practice and legal marketing is that you're blocking out so much potential business.

When you first develop a niche marketing plan you'll have to fight the urge to widen your scope because it feels wrong to be turning down so many potential cases.

The successful lawyer-entrepreneurs that can make it through this rough period and stick to their guns are the ones who will enjoy the rewards that niche marketing brings in only attracting the clients you're willing to work with

Finding Balance with Niche Marketing 

There's a fine line to walk when you're niche marketing.  You want your legal marketing methods to target your ideal clients, but you also don't want to go TOO narrow. This is where many lawyers give up - they either niche too far and never get any new clients, or they don't niche enough and become overwhelmed.

I can't really give you a solid answer for how to find your sweet spot in niche marketing. That's why only the strong survive in the world of great legal marketing. You need to be able to work through the more frustrating parts of setting up your systems to be able to reap the benefits.

Good legal marketing takes patience, and if you remain focused and target those ideal clients, you'll find the right formula for niche marketing. The best advice to take is that you need to monitor your incoming client contacts. If you're getting too many irrelevant or unwanted cases, you need to narrow your scope. Similarly, if you're getting little to no leads whatsoever, you may need to be a bit less targeted to get things rolling.

Dedication should come fairly easy to you - you managed to dedicate yourself to your legal studies in order to make it through law school and pass the bar, right? If you find your legal marketing focus waning, just remember the light at the end of the tunnel. When you're developing niche marketing you need to remember that your goal is to only lure ideal clients.

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Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.