So, what does Seth Godin say about niche marketing?

He says that it is one of the easiest ways to stand out in your market.

And he says you should choose “the smallest market you can imagine”:

“Stake out the smallest market you can imagine,” he says, “the smallest market that can sustain you, the smallest market you can adequately serve. This goes against everything you learned in capitalism school, but in fact, it’s the simplest way to matter.”

Of course, you know I agree.

Find a niche that’s large enough to sustain you but small enough you can carve out a significant chunk thereof.

And maybe dominate that market.

In other words, be the big fish in a small pond.

Most attorneys don’t target any market. They try to attract “anyone” with a legal problem they’re good at solving.

Hard to stand out that way.

Of the attorneys who do target specific niche markets, most choose markets that are too big and too spread out, and wind up spending a fortune and a lot of energy competing with a multitude of other attorneys.

Example? Targeting the Hispanic market in a city like Los Angeles.

Sorry, too big to be a niche.

Go smaller. “Hispanic restaurant owners in West Los Angeles,” for example.

Choose niche markets where you can identify key centers of influence and a way to communicate with them.

And then, once you’ve choosen a niche, figure out what you can do to make it even smaller.

This can help you choose your niche

I was at our local Staples store the other day and noticed that they had set up a sizable “meeting space” in the store, with tables and chairs, a white board and a screen for presentations.

There was a sign-up board that listed several local organizations, e.g., networking groups, toastmasters, etc., that had upcoming meetings.

Staples is obviously offering this free space to generate more foot traffic, something that has no doubt been waning in recent years.

People come to the meetings and some buy office supplies. And every time one of the groups advertises or promotes their next meeting, the name and address of the store gets free advertising.

Many restaurants do the same thing. I used to do breakfast and lunch presentations at restaurants with meeting rooms.

This makes sense for restaurants and office supply stores, but I also know some law firms that do it, offering their conference for meetings to business and networking groups.

If you like this idea but don’t have a conference room, you could offer free faxes or notary services.

This is a simple way to get other businesses and community leaders to mention your firm’s name, and bring more prospective clients and centers of influence to your door.

One of the advantages of developing a profile of your ideal client is that it allows you to quickly see who is–and isn’t–a good fit for you.

Knowing who isn’t right for you allows you to spend more time and resources marketing to and attracting those who are.

Most lawyers promote their services to “everyone” with a certain problem or need and qualify the ones who respond when they speak to them.

What if you did some of the qualifying first?

What if you aim your marketing bullets primarily at people with a specific type of case, in a certain business or industry, or who represent a certain amount of annual billing?

What if you didn’t advertise to, network with, or invest time or money getting your message in front of people who are likely to be a poor fit?

What if you spelled out in your marketing documents the kinds of clients you prefer to work with or cases you prefer to handle?

Two things will happen. First, many prospective clients will disqualify themselves and you won’t waste time speaking with them.

Second, you will attract more of the type of clients you want.

They will be attracted to your clarity and confidence. Clients prefer lawyers who specialize and when you specialize in clients like them, that’s even better.

This will help you develop a profile of your ideal client

You don’t need a fancy website or expensive office. You don’t need a big marketing budget or a long list of big-name clients. You don’t need to be the best lawyer in town.

What you need is relentless attention to the basics:

• Clients expect you to competently deliver the solutions and benefits they want and need.
• They want you to pick up the phone when they call, reply to their emails, and keep them informed so they don’t have to ask you for a report.
• They want you to listen to them, answer their questions clearly and completely, and be attentive to their needs.
• They want you to bill “as agreed” and not “nickel-and-dime” them.
• They want you to solve problems for them, not create new ones.

Clients don’t care if you’re telegenic. They care about what you do for them and how you make them feel.

Getting the basics right isn’t sexy. But they are fundamental to the success of your practice.

Marketing is simple when you know The Formula