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Message: Hi, I thought you might be interested in this article I found. The Easy Way to Select a Niche Market For Your Law Firm Much of my work focuses on helping lawyers position themselves. Our goal is to make them stand out from the crowd. This is no easy task as lawyers do everything possible to look, sound and act just like other lawyers. I want lawyers to be perceived by their clients as experts in a specific, focused area of law. This is a powerful and highly effective strategy for those who choose to employ it. Why is this so effective? Well, for too many reasons to enumerate here but it starts with the fact that an expert can always command a fee premium and an expert is always in demand. Think about the Heart Surgeon at The Cleveland Clinic and your Family Doctor. Who makes more money? Who is in such demand that people from all over the world fly in to see him for his opinion? Quite frankly, I do not want to sell you too hard on this strategy because it is a huge competitive advantage for the lawyers I work with. But I am willing to give you a step-by-step process you can use to develop your own specialized, niche market focused, law firm marketing plan. These six factors are the keys to developing a law firm that will allow you to call the shots. If you get these things correct, you can effectively set your fees at will and select your clients as you see fit. Factor 1: Who You Work With Marketing to everyone is the kiss of death for a lawyer. Marketing to everyone in a specific, focused area of practice is slow but still certain death. Marketing to everyone in very specific, focused aspect of the law in a specific focused practice area is the key to success. Example: Criminal Defense Attorney – Not specific enough Criminal Defense Attorney with Expertise in Handling DUI Cases – Better Criminal Defense Attorney with Expertise in Handling DUI Cases and a History of Getting Great Results for Repeat Offenders – Best Second Example: Intellectual Property Attorney – Not specific enough Intellectual Property Attorney Focused on Licensing of Business Methods – Better Intellectual Property Attorney Focused on Licensing of Business Methods for Service Businesses – Best Factor 2: What You Do You must have an approach the client perceives as unique. The experience of working with you must be different than the experience of working with every other lawyer who does what you do. There is something that makes your law firm different and special. You need to highlight that in your marketing. Factor 3: When Your Clients Need Help Timing is a critical component of establishing a niche marketing plan for your law firm. You must be present in the mind of the prospective client when he needs help. If this factor does not exist, you will not be successful no matter what you try. Example: A divorce attorney focuses his practice exclusively on working with doctors and dentists. He partners with financial planning professionals and delivers seminars on the importance of having a prenuptial agreement before entering into a marriage. Each month he sources between 6 and 10 new prenups with this marketing strategy. Who do you think these people call when they need a divorce attorney? By focusing on prenuptial agreements this lawyer has his name in front of the doc when the marriage falls apart. His timing is perfect. Factor 4: Where You Can Find Them Your ideal clients have to be easy to find and they must be easy to communicate with. Targeting undercover CIA agents is not a good idea. You need to be able to source your target clientele in at least five different ways (with dozens of sub variations). This requires research and it requires creativity. Factor 5: Why They Should Work With You Now This factor has two components to it. It involves selecting you, and making a call to you now. This means you must have a compelling message with a direct, powerful call to action. You must be tastefully forceful at convincing the client to get out of his comfortable chair, put down his remote and walk a mile through a snow storm to come work with you. That is an exaggeration but it demonstrates the kind of effort it takes to get someone to make a move…now. Factor 6: How To Reach Out To Them This is about using a message delivery device (also known as media). If you want your prospective client to move, you need to reach them with the right message delivered in precisely the right way with the right media. These six factors are literally the keys to the castle for lawyers. If you want to build a law firm that is truly special, a law firm that will allow you to take control of client attraction, this is how to do it. If you want more details on how to structure your marketing to build this kind of law firm, call my office for an appointment today. 888.692.5531 Link: http://www.rainmakerlawyer.com/site/permalink/the_easy_way_to_select_a_niche_market_for_your_law_firm/