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The Easy Way to Select a Niche Market For Your Law Firm

Posted by Dave Lorenzo

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

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Ethical Legal Marketing

Judson Cohen

“I thought I knew all about running my practice and generating work but, I have to admit, I learned a bunch from Dave Lorenzo.

I’ll admit it, I made the same mistake most attorneys make about new business. I assumed doing a great job for my existing clients was enough to guarantee new business.

Yes, you have to do a great job for your clients. However, that does not guarantee new business. Dave helped me put in place simple and effective tools to reach out to new clients and maintain a healthy relationship with past clients.

Dave Lorenzo continues to help me find sustainable, ethical ways to consistently attract new business.“

Judson Cohen
Cohen Law Offices
Personal Injury and Civil Litigation
Miami, FL

 

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Marc Kleiner

“After spending years in law school and in the business world, I realize the value in staying up-to-date on strategy, practice management and marketing. 

My Rainmaker membership has been a valuable resource in helping me stay on top of my game.

Building a law firm is a combination of art and science.  I’m glad to have the Rainmaker Lawyer Systems to help guide me.”

Marc Kleiner
Kleiner & Cazeau
Aventura, FL

Powerful Law Firm Marketing Plan

Evan Richards

I’ve used Dave Lorenzo’s law firm marketing information and advice to grow my practice and the results have been great.

Thanks to Dave’s guidance, my firm, my employees and I were recruited and offered an opportunity to join a prestigious firm here in Australia. 

Everyone is wondering how a young guy like me managed to build my practice from the ground up within a year.  Dave and Rainmaker Lawyer Consulting have helped give me an edge.

Evan Richards
St, Adelaide SA, Australia

 

Superb Legal Marketing Expert

Gerry Oginski

“There are only a handful of legal marketing experts that I think are truly superb at what they do. One of them is Dave Lorenzo, the author of the Rainmaker blog. I’m proud to say that I receive all of Dave’s e-mails discussing tips and advice that lawyers should be doing on a regular basis. He gives real-life practice advice that lawyers can implement immediately in their practice. I only wish I had learned about him years ago when I went out on my own.

I am a New York medical malpractice and personal injury trial lawyer for over 21 years and Dave clearly “gets it” and understands legal marketing. I am also the Founder of the Lawyers Video Studio and a avid student of lawyer marketing. Dave’s marketing tips are right on target.

Any lawyer looking to improve their marketing should look no further than Dave Lorenzo.”

Gerry Oginski, Esq.
The Law Office Of Gerald Oginski, LLC
Great Neck, NY

Essential For My Legal Marketing and My Law Firm

Loren Donald Pearson

“Since I began working with Dave I no longer spend sleepless night worrying where my next client will come from. 

Dave has helped me set up a number of legal marketing systems to help my practice grow.  He is a trusted advisor essential to my law firm.

I share information with him that goes beyond legal marketing and he offers honest, objective feedback based upon his years of experience working with other attorneys. 

I strongly recommend Dave Lorenzo and Rainmaker Lawyer Legal Marketing.  Hire him today!”


Loren D. Pearson, Esq.
Assouline & Berlow P.A.
Miami Beach, FL  

Your Law Firm Marketing Strategy Has Transformed My Practice

Mark Fried

“Thank you for your contribution not only to my firm but to the legal community. The strategies you have made available to me have transformed my practice and my life.

The guidance you have given me has allowed my paralegal and me to provide better service to my clients. This is extremely positive and has increased the referrals from my clients to me.

You are truly the best at enabling me to ‘make more rain’ with your law firm marketing strategy”.

Mark Fried, Esq.
Mark E. Fried P.A.
Miami, FL

Dave Helps You Achieve Your Attorney Marketing Goals

Leslie Zigel

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Leslie José Zigel, Esq.
Ziglaw
Miami, FL

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Scott Wagner

Dear Dave,

Rarely do I take the time to write a recommendation or testimonial.

But it is tough not to return the love when someone does the following:

You’ve refueled my fire to practice law.

You’ve made me earn more money.

You’ve made me proud to be an attorney.

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Read it again because it is the truth.  It’s also what we all want out of life.  Your lawyer marketing process provides those keys to success and for that I thank you.”

Scott A. Wagner, Esq.
Moore & Company, P.A.
Coral Gables, FL

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Brett Panter

“David V. Lorenzo author and founder of Rainmaker Lawyer, is the “Real Thing.”

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He knows what it takes and is willing to help those who want to grow. David is well educated and experienced and a pleasure to work with. David can become a part of the fabric and integrity of your law firm and give you the techniques and methods for marketing for lawyers, that have taken years to learn and perfect.” 

Brett Panter, Esq.
Sr. Partner
Panter Panter & Sampedro. P.A.
Miami, FL

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Robert Rogers

“Dave has an excellent understanding of what makes businesses succeed and recognizes the importance of a good work/life balance.

I highly recommend Mr. Lorenzo’s services for any attorney that wants to understand better the wealth potential of their own practice, as well as increase the amount of time doing and living the way that we all want to. When teaching you how to rain make, Dave’s Rainmaker legal marketing will not just help you make the rain fall; he’ll make it pour.”

Robert Rogers, Esq.

Robert Rogers Law Firm, PA
Coral Gables, FL

Law Firm Marketing Plan Charged with Energy

Alicia Santana Torres

“David Lorenzo has successfully transferred the skills he acquired during a brilliant career in business consulting to the legal profession.  The lawyers in the room who had already been coached by David Lorenzo stood out from the crowd for their business vision, practice satisfaction and a solid law firm marketing plan.”

Alicia Santana Torres, Esq.
Santana Torres Law Offices, P.L.
Coral Gables FL

Lawyers Marketing Their Services are Blessed to Have You

Barry Stein

Dear David:

As you already knew, and as I learned, what separates you from any other such service is the time you spend to learn and understand the attorney’s practice you are working with AND to explore the goals and objectives of the attorneys involved. This two prong approach allows for you to develop a unique plan for lawyers marketing their services.

For those who love the practice of law, it is a real relief to have someone who loves to assist in the promotion of that work. Thanks for deciding to create Rainmaker Lawyer Consulting and as corny as it sounds, I know I am blessed by your having entered my life, both professionally and personally.

Barry A. Stein, Esq.

De Cardenas, Freixas, Stein &  Zachary, P.A.
Miami, FL

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Steve Klitzner

“No matter what Dave is charging these days he is worth every penny.  He will help you make a great living and live a great life.

He regularly transforms underperforming law firms into rainmaking powerhouses. 

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Steven Klitzner, Esq.
Miami, FL

Great Law Firm Marketing System

David Edelstein

“As a criminal defense attorney, I am used to fighting against overwhelming odds.  It’s a tough job.  I face difficult challenges on a daily basis.  But the truth is, none of those challenges are as tough as starting a law firm and finding clients.  Law school prepares you for many things but marketing certainly isn’t one of them.

That’s where Dave Lorenzo and Rainmaker Lawyer Consulting come in.  Dave helps me refine my law firm marketing plan, execute the strategy and measure the results.  The guidance, expertise and support I receive from him are invaluable.

If you love the law and you want to build a firm that suits your lifestyle, I highly recommend working with Rainmaker Lawyer Consulting.  Listen to Dave and follow his system.  Making more money is good, but having a law firm designed around my life is even better.”

David Edelstein, Esq.
Law Offices of David M. Edelstein, P.A.
Miami, FL

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Rich Gee
Stamford, CT

Expert In Marketing for Law Firms

Brad Gross

“Dave Lorenzo has helped me build a reliable and consistent revenue stream in my law practice.

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My meetings with Dave are definitely best described as high-level strategic planning sessions that always produce results. Whether you are looking for the next big idea or just need a boost to help you get started – Dave is the guy to call.

Working with Dave is a great experience.  He is an expert at marketing for law firms and I highly recommend him to other attorneys.”

Brad Gross, Esq.
Ft. Lauderdale, FL

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Barry Conchie

“Dave is an outstanding business executive and key strategic thought partner.

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I am very happy to give Dave my highest recommendation.”

Barry Conchie
Washington, D.C.

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