Marketing Yourself as a Niche Lawyer
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 recommend specializing in specific practice areas. We’re known as criminal defense attorneys, personal injury lawyers, business attorneys, civil litigation attorneys, and other titles. This allows us to focus on attracting a smaller group of clients, hoping one of them is the next big case.
Some successful lawyers 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 defending 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; 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 as Bob did, you’re going to need to use some good legal marketing strategies to support that niche.
Specializing Your Legal Marketing is a Good Thing
I hear many lawyers fear that if they don’t cast their legal marketing net wide enough, they won’t catch any new clients. My question 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 on Google 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 a Google ad that will get lost in a sea of other personal injury attorneys.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.