I just downloaded an app that provides a collection of “sleep sounds,” that is, recordings you can listen to when you want to rest or fall asleep. There are many of these types of apps available. I’ve tried more than a few.

But this one is different.

It’s the only app I know of that doesn’t come with all of the audios in the initial download. You choose the ones you want and download them separately. Any sound you don’t like can easily be deleted.

I like this because it means I don’t have to fill up my phone with gigabytes of sounds I’ll probably never use. I can choose a few I like and forget the rest.

Most of the app’s reviewers agree. Choice is good. Smaller downloads are good.

But some disagree. They hate having to download each audio one at a time. “It takes too long!” they moan.

So yeah, you can’t please everyone. And you know what? You shouldn’t try.

Suppose the app developer listened to the cries of the customers who don’t like the “choose your own” feature? They would wind up with an app like all the others that use an “all or nothing” approach. They would find it difficult to stand out from their competition. And the would alienate those of us who like being able to choose.

“Choose the ones you want” is this companies shtick. Their thing. Their Unique Selling Proposition. And it works. They knowingly give up trying to please the “I want it all” crowd and from a marketing perspective, this is the right thing to do.

And guess what? Lawyers should do the same thing.

Stop trying to please everyone. Stop offering “all things to all people”. Be different. Carve out a niche. Choose a segment of the market and show the folks why you’re their guy or gal. Promote your differences to prospective clients who like those differences. And let go of everyone else.

Need help choosing your shtick? Here it is

I found a book yesterday which purported to be about marketing for attorneys. I didn’t buy it.

I didn’t buy it because the author isn’t an attorney, nor is she a marketing expert, for attorneys or anyone else. According to her bio, she’s a freelance writer. Nothing against freelance writers, but given the choice, attorneys prefer to learn from an attorney who built a successful practice, a marketing consultant for attorneys, or ideally, from someone who is both.

Someone like me, for example.

Because of my background and experience, attorneys prefer to buy my books and courses instead of those written by people with generalized marketing experience, or no marketing experience. They’ll pay more, too, because I’m worth more. At least to them.

We speak the same language. We understand each other. You don’t have to explain your situation, I’ve know it, either because I’ve lived it or because I’ve helped others in that situation.

By contrast, the aforesaid writer doesn’t have that connection. In her book description, she reveals that failing when she says, “. . . in your attorney business,” instead of in your firm or practice.

Nuff said.

This is why I preach to you about niche marketing. Your task in marketing your services is to show prospective clients, and the people who can refer them, that you are the best lawyer for the job. The simplest way to do that is to show them that you are the closest match to what they need and want, by virtue of your experience in helping other clients like them.

If a real estate investor is looking for an estate planning attorney and learns that you do estate planning exclusively and represent hundreds of real estate investors, he is more likely to choose you instead of another lawyer, and more likely to pay your well-deserved higher fee.

The key to attracting high-value clients is focus. Stop trying to be all things to all people. Put away your marketing shotgun and get out your marketing rifle.

How to get focused and attract your ideal clients