Marketing Yourself as a Niche Lawyer (Part A)

The biggest fear of unsuccessful lawyers is that if they don't use their legal marketing to attract a huge amount of clients, they'll never get new cases. These lawyers look at quantity versus quality, and then they wonder why they're muddling through small cases with difficult clients and never seeming to get ahead in the legal world.

I'll tell you one of their biggest problems - they haven't found their niche

Why Carving Out Your Niche Works

No lawyer has the brain capacity to take a case in any legal matter. That's why we say we specialize in certain practice areas. We're known as criminal defense attorneys, personal injury lawyers, business attorneys, civil litigation attorneys, and all other sorts of titles. This allows us to focus on attracting a smaller group of clients, hoping one of them is our next big case.

There are successful lawyers among us who have taken the idea of a practice area a step further and created their place in a niche market. Think of it as a practice area within a practice area. You can be a criminal defense attorney, but what if you only specialized in defense of a certain type of crime? I know a defense lawyer in Virginia, Bob Battle, who only takes DUI and reckless driving/speeding defense cases.

Bob Battle: A Niche Success Story

You may think that being so specific in your practice area would reduce your potential clients to nothing, but that's a myth. In fact, Bob's told me that since he specifically narrowed his practice down to just those two types of cases, his incoming client volume has skyrocketed. He tripled his income, raised his fees, and works almost half the hours he used to - all within 18 months of carving out his niche.

Bob abandoned traditional lawyer marketing because he also abandoned traditional broad spectrum practice areas. He doesn't advertise in the Yellow Pages, you don't see billboards or bus benches with his face on them. He's following the Great Legal Marketing plan and getting the kind of clients he wants to represent.

If you're going to carve yourself a niche in your practice area like Bob did, you're going to need to use some good legal marketing strategies to support that niche. The second part of our article talks about how outside-the-box legal marketing can fuel your new practice area specialization.

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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.