Personal Injury Attorney Marketing: Why Pitch Your Niche?
Change is hard. Your life may not be perfect, but by working 80 hours a week on cases you don’t like, you are able to provide for your family. There may not be many extras, but there is adequate food, shelter, and transportation. Can you risk this stability by changing your general personal injury law firm into a firm that practices in a few distinct areas of personal injury law?
You can identify a niche and create a personal injury attorney marketing plan to reflect it. You, your clients, and your family may all benefit from the change.
Three Benefits to Creating a Niche
Attorneys who identify niches and use their law firm marketing plans to promote those niches may:
- Gain free exposure from the media. When reporters are looking for a personal injury lawyer to call about the latest railroad accident, for example, they are likely to interview someone who has written a book in this area and advertises himself out as a train accident lawyer.
- Find it easier to practice law. It will be easier to stay up-to-date in a few areas of law then all areas of law.
- Be happier. An increase in income and reduction in job related stress can lead to a better quality of life for you and for your loved ones.
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.
If you want a peek at what successful attorneys use to market their practice, the HERO Starter Kit is your logical next step.
We’ve put together a FREE (and potentially life-changing) kit for solo and small firm attorneys that will show you a better way to reach potential clients and get them excited to call your firm. Request your HERO Starter Kit from Great Legal Marketing!
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.