Recently, I wrote about an interview I read with the founder of a web design studio who spoke about the value of niche marketing. She said what I’ve seen saying since day one.
In response to my post, I heard from an attorney asking for clarification.
“What is considered a niche?” he asked. “Is a practice area enough of a niche? For example, PI? Or do you need to the dog bit attorney or the brain injury attorney, etc?”
I said, “PI is a practice area. Brain injuries MIGHT be a niche. Brain injuries suffered by highly-compensated executives is definitely a niche.”
He came back: “Well, I should be pleased that last year, I started the move from a general practice to a PI practice. I think it will be a great move in the long run.”
I did the same thing early in my practice and it was indeed a great move for me. I told him to, “Niche it down. PI for Hispanic small business, owners, for example. The smaller you get, the easier it is to market.”
He said he was doing that. He focuses on a certain type of tradesperson, mostly from a certain state in Mexico.
Now that’s niching it down.
I don’t know how lucrative his niche will be but that’s not the point. The point is that it is a niche that he can easily dominate and, having done so, leverage his contacts in the niche to build his name in others.
If you want to get big, start by going small.
This will help you choose your niche
