The Sun-Sentinel newspaper in South Florida interviewed Pincus on her idea to create a study tool for law students that was actually interesting and fun to use. The game was conceived when Pincus, a lawyer herself, was studying with a close group of friends for their own bar exams.
She developed a basic idea that making a game out of the tedious study drills would help take some of the pressure off while allowing her to keep up with her studies. But after finishing school and beginning her career as an intern, she set the idea aside.
Once Pincus passed the bar in New York, New Jersey, and then Florida, her biggest challenge became finding a job at a law firm. Memories of her study game came back, and she knew she had an opportunity in a niche none had dared to fill: educational games for lawyers.
She turned to experts in licensing, copyright, and patent advice, created a business plan, researched manufacturers, and of course, developed the board game. After tapping friends and colleagues for advice as well as current law students for play testing, her prototype was completed and it was off to the production lines.
Now that the game is out and available at online retailers, some bookstores, and many law school campuses, Pincus is focusing on expanding her reach. She developed contacts through law schools and her associates then gathered industry support not only from the legal world, but toy and game manufacturers as well.
This is a great example of how you can find a niche no one is filling and really capitalize on it. Pincus was faced with a tough, competitive job market as a junior associate and rather than flail around like the rest of her competition, she took her strengths and put them to use in a market no one else was tapping into.
Your legal marketing should do the same – stray away from the crowds and forge your own path to success. Don’t follow blindly what everyone else is doing, know your unique strengths and put them to use in promoting what makes your law practice special.