Marketing Yourself as a Niche Lawyer (Part B)

Specializing Your Legal Marketing is a Good Thing

I hear a lot of lawyers fear that if they don't cast their legal marketing net wide enough, they won't catch any new clients. My question to them is if they'd rather have a net full of small-fry clients, or land the big case with a targeted line. Who wants a net full of guppies when they can have a huge swordfish on the end of their fishing pole?

Legal marketing, as you can see, is similar to fishing. You can toss an ad in the Yellow Pages and hope you find a big fish among the school of random clients you attract. Or, if you're not into wasting your time or money, you can skip trolling for clients and target the big ones from the start.

How To Find Your Legal Marketing Niche

Once you've found your practice area niche, it's time to find out how to niche your legal marketing to support it. Your efforts will be much more successful if you narrow your scope on both aspects of your business, rather than just deciding to niche your practice area and not your legal marketing. This is part of the Great Legal Marketing plan to improve your marketing return by essentially doing less marketing.

If you've decided you're only going to handle motorcycle accidents within your personal injury practice area, then you're going to want to focus your legal marketing in places that motorcyclists look. Taking out an ad in a local bike aficionado publication is a much more targeted form of legal marketing than an ad in the Yellow Pages that will get lost in a sea of other personal injury attorneys.

There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider it a step toward transforming your law firm into a successful and highly profitable business - (703) 591-9829.

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