One reason I promote niche marketing is because it allows you to get to know your prospective clients on a deeper level. When you do, you get better results in all aspects of your marketing.
Higher response rate for your offers, better-pulling ads, more leads and inquires, fewer objections, a higher closing ratio, and more repeat business and referrals. With less time and effort and at lower expense.
Because you know your market and your market knows you.
Niche marketing means going “deep” in your niche rather than “wide,” as most attorneys do. When you go deep into a niche, you become more familiar with that market and their problems and interests.
You know what they read, who they listen to, and what’s on their mind. You’re better able to talk to prospective clients, in your articles and other content about things that matter to them, with specificity other attorneys cannot.
Your stories and examples resonate with them. They see that you already represent people like them and can see why you are a better choice to represent them than attorneys who represent “anyone with a legal issue they are qualified to handle”.
You can also get to know the influential people in that market, and through them, meet other people who can hire you or refer you, and will often do so simply because the industry leader has introduced or endorsed you.
It’s possible to do these things when you market to the bigger market, but far easier in a niche.
Which leads to the one reason many attorneys don’t target niche markets.
When you focus on a niche market, the medical community, for example, your stories and articles exclude people who don’t belong to that niche. “I don’t want to limit myself,” they say.
But just because you target one niche doesn’t mean you can’t also target others.
Yes, it’s more complicated. You’ll probably need more than one website, different content, separate marketing funnels, and so on, to accommodate different niches. But it’s worth it in view of the other benefits, especially if by targeting a niche you’re able to dominate it, which is another benefit of going deep rather than wide.
Start with one niche. Something you know well and where you already have clients and referral sources. If you want a second niche, you can do that later.
But you may not need to. You may find that you can make an entire career of targeting a single niche, something I’ve done for more than 30 years.
How to choose the best niche(s) for you
