Bet you know some successful lawyers who aren’t especially talented. They’re like Gene Gene The Dancing Machine on the old Gong Show.
They can’t dance but hey, they’re on TV.
Sure, some of them get on TV by saying and doing outrageous things. But I’m not talking about them. I’m talking about ordinary lawyers who don’t be-clown themselves in public but are still able to get the clients and make the money.
How do they do it?
Connections? Hard work? Luck? Are they smooth talkers, good at getting people to buy their act?
It could be any of these.
Or it could be they’re good at marketing themselves.
One way they do that is to find a niche and focus on it. They learn everything they can about that market and dedicate themselves to it. They identify some of the centers of influence in that market and get to know them.
They get a few clients and then leverage their relationships with those clients to get more.
They stay in touch with their clients and prospects, and with professionals in their niche, keeping their name in front of them, building their reputation.
That leads to introductions, word-of-mouth referrals, and more clients and professional contacts in the niche.
If they network, they do it with primarily with prospective clients and centers of influence in their niche. By going “deep” instead of “wide,” they are able to get more results with less effort.
If they speak or write a blog or create videos or other content, they make sure they tailor their information to the issues and people in their niche.
If they advertise, they target the people and problems in their niche and ignore everyone else, thereby lowering their lead costs and increasing the effectiveness of their ads.
In other words, they don’t try to compete with everyone. They focus their marketing on a small niche market and eventually dominate it.
They become the big fish in their small pond. And then, if they want to, they find another pond.
Something even untalented lawyers and dancing machines can do.
If you want help choosing a good niche market for your practice, The Attorney Marketing Formula is required reading.
