With the economy still a challenge and law schools churning out new lawyers every year, it is tempting to grab onto every potential client who calls. But defining your ideal target market as “anyone who draws breath” is not a good long-term strategy for the survival of your practice. Hope is not a law firm marketing strategy!
By not discovering – and marketing – your difference, you are just one of a great many lawyers casting a line in a vast ocean. With nothing to differentiate you, what basis is there for those seeking legal services to make a choice? I’ll tell you: none.
There are 4 ways you can differentiate yourself from your competitors:
Service: labor/employment, complex litigation, immigration, healthcare, IP, etc.
Industry: transportation, construction, energy, real estate development.
Geography: LA-based, Southern California, Chicagoland, etc.
Specialty Market: privately held companies, Fortune 500, physicians, white collar executives, blue collar construction workers, Spanish-speaking, developers, commercial lenders.
The days of mass marketing are far behind us – today, it is all about micro-marketing, defining that narrow space where you can excel and promoting your prowess to those looking for what you offer via influential blogs and participation on social media networks.
Creating your own market niche for your practice is how you stand above the competition and attract more of your ideal client, helping make your practice more lucrative and your life more enjoyable.
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Free Report: 4 Myths That Keep Attorneys From Building A Referral-Based Practice
Referrals are the lifeblood of many law practices, and building a good referral program takes a proven process. Stephen Fairley unveils the 4 Myths That Keep Attorneys from Building a Referral-Based Practice in his new free report. Read and discover:
- How to determine the best source for your referrals
- How to explain your ideal target market to a referral source
- How to get referrals from other attorneys
- Whether online directories are a good referral source
- How to network effectively
- And much, much more!
Click here to get your free report today.