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Message: Hi, I thought you might be interested in this article I found. Law Firm Marketing and The Benefits of a Narrow Practice Niche Trying to be everything to everyone is a recipe for failure. There are dozens of reasons to focus your law firm marketing efforts in a narrow law practice niche. Here are a four: Perception of Expertise: Prospective clients will perceive you as a qualified expert if you focus your marketing resources on a specific area. Educating people in this area will help demonstrate your understanding and mastery of it. Clients want to work with experts. Use case studies from actual client cases in your law firm marketing. This will help demonstrate your expertise and it will affect your clients’ perception. Experience: The client will trust the person who has done this work previously. The patient who needs heart surgery wants to hire the doctor who specializes in this procedure. He doesn’t want the obstetrician who dabbles in this work on a part time basis. In your law firm marketing you should reflect back upon the number of matters you have handled in a particular area. Highlight your successful track record and your length of service. Client Confidence: This goes hand-in-hand with experience. Your clients will have greater confidence in you if they know you have dedicated your practice to their area of need. The will believe in your ability to help them and they will trust your advice. Nothing boosts client confidence like testimonials. Once a client has called and asked for information about your law firm, ask them if they would like to “check your references”. This is an opportunity to pass along any testimonial letters you have received. Testimonials boost client confidence. Competitive Advantage: A focus on a specific area of the law is a competitive advantage. While all other lawyers are touting that they can be everything to everyone you can point to your dedication and focus as a way to separate yourself from the crowd. This will allow you to win many more clients than your competition. Focusing your law firm marketing in a narrow niche will help you attract more clients, gain their confidence and respect quicker and it gives you a competitive advantage. Start thinking of a way you can narrow your marketing focus and you will notice the difference in the clients you attract. Link: http://www.rainmakerlawyer.com/site/permalink/law_firm_marketing_and_the_benefits_of_a_narrow_practice_niche/