Define A New Niche To Seize A Big Competitive Advantage When Marketing
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Define A New Niche To Seize A Big Competitive Advantage When Marketing Legal Services



When marketing legal services,​ generalities fail and specifics persuade. the​ same is​ true when you​ decide which legal services you​ wish to​ feature in​ your attorney marketing program.

When you​ practice in​ various areas of​ the​ law,​ your prospects and referral sources see you​ as​ a​ generalist. Often,​ they don't remember you​ for any particular area of​ practice. in​ their minds,​ your image is​ blurred.

On the​ other hand,​ when you​ practice in​ one narrow area of​ the​ law,​ your prospects and referral sources know exactly what you​ do. Your image is​ clear and precise. So even if​ you​ want to​ practice in​ a​ broad area,​ or​ offer a​ wide range of​ services,​ you'd do well to​ define your niche in​ narrow terms so prospects and referral sources see you​ in​ one specific niche.

The more narrow your niche,​ the​ easier it​ is​ to​ establish yourself as​ the​ authority in​ that niche and for people to​ perceive you​ as​ the​ expert. Also,​ the​ easier it​ is​ for clients,​ prospects and referral sources to​ remember exactly what you​ do.

The more narrow your niche -- and the​ more effective your marketing program -- the​ more your law practice will soar. It's no exaggeration to​ say that when you​ focus on​ one narrow niche,​ the​ sky's the​ limit.

So,​ how do you​ "specialize" when you're good at​ many things -- and when you​ may want to​ do many things?

Simple.

When I started in​ marketing,​ (a long time back),​ I was overwhelmed with all the​ skills I needed to​ learn. I thought no one person could possibly know how to​ write powerful ads,​ generate publicity,​ design seminars,​ create newsletters -- and do it​ all well.

Now,​ 30 years later,​ I see the​ bigger picture -- realize that basic principles apply across the​ board -- and view marketing much differently from the​ way I viewed it​ 3 decades ago. Today,​ I know how one person can understand how to​ create a​ powerful marketing message -- and then deliver that message using a​ number of​ different methods.

So today,​ I use a​ wide range of​ tools,​ including advertising,​ publicity,​ seminars,​ newsletters,​ tapes,​ web sites,​ and more. Yet these many tools all fall under the​ one umbrella of​ Education-Based Marketing.

Here's how you​ can create and profit from your own unique niche:

Step #1: Determine the​ areas of​ law in​ which you​ want to​ practice. Do you​ want to​ practice family law? Estate planning? Commercial transactions?

Step #2: Determine the​ types of​ clients you​ want to​ serve. Do you​ want to​ work with affluent consumers? Business owners? Doctors? or​ all clients who need specific types of​ services?

You can approach your law practice either from the​ service point of​ view,​ meaning the​ services you​ want to​ provide. or​ the​ client point of​ view,​ meaning the​ clients you​ want to​ serve. or​ a​ combination of​ both,​ providing these types of​ services to​ those types of​ clients. Then write down your clients/services statement,​ so you​ can see clearly -- in​ writing -- exactly who you​ want to​ serve and what you​ want to​ do for them. Next:

Step #3: Create a​ new playing field. One problem lawyers have is​ that they practice in​ areas of​ law that are nearly identical from one lawyer to​ the​ next,​ and from one law firm to​ the​ next. if​ you​ want a​ personal injury lawyer -- an​ estate planning lawyer -- or​ a​ divorce lawyer -- you​ can probably find a​ dozen up and down your city block.

True,​ the​ generic label helps prospects identify the​ type of​ lawyer they need. But the​ generic label also reinforces the​ perception that all lawyers in​ a​ specific field are the​ same -- just because they all share the​ same label.

Don't accept the​ playing field defined by the​ marketplace,​ tradition or​ other lawyers. Create your own niche. Rise to​ a​ new level. After all,​ if​ you're investing money and time in​ marketing,​ you​ have every reason to​ re-define the​ playing field so it​ benefits you.

Step #4: Name your niche or​ area of​ specialization using fact-oriented,​ descriptive words. the​ old marketing adage is​ that people buy benefits and not features. Even so,​ when naming your niche,​ don t use a​ benefit title because it​ says nothing and arouses suspicion. When I named education-based marketing,​ I wanted a​ term that clearly describes what I do. I could have called it​ Power Marketing,​ Marketing That Works!,​ Brilliant Marketing -- or​ some other ridiculous combination of​ meaningless words. But,​ instead,​ I wanted a​ term that accurately described my marketing process in​ terms my prospects could relate to​ and understand. Hence,​ education-based marketing.

Name your niche so it​ describes what you​ do as​ factually and accurately as​ possible. at​ the​ same time,​ make sure your new name covers all the​ services you​ want to​ provide. if​ you​ use a​ narrow name,​ often prospects will think you​ provide only those services,​ not realizing you​ can and want to​ provide services outside that narrow area as​ well. So you​ want a​ niche name that creates the​ impression of​ a​ narrow focus,​ yet is​ broad enough to​ include everything you​ want under that umbrella.

Step #5: Market like crazy. From a​ competitive point of​ view,​ a​ new niche is​ worthless if​ your prospects don t know it,​ understand it​ and see it​ as​ a​ major competitive advantage. you​ could be the​ only lawyer in​ that niche -- and the​ only lawyer using the​ term -- but no one will care if​ your prospects don't see why they should hire you​ instead of​ your competitors. as​ a​ result,​ your new niche should become a​ key part of​ your marketing message. Then you​ need to​ educate prospects about why a​ lawyer in​ your niche -- who provides the​ services you​ offer -- is​ exactly the​ lawyer your prospects need.

Step #6: Reflect your new niche in​ all your marketing materials. if​ you​ create a​ powerful niche -- and believe in​ it​ -- then shout it​ from the​ mountaintops. All of​ your brochures,​ seminar materials,​ advertising,​ publicity and web sites should reinforce the​ existence and importance of​ your niche. the​ more traction your niche develops,​ the​ more validity prospects attach to​ it. the​ more prospects and competitors talk about it. the​ more real is​ becomes. Soon,​ prospects see it​ as​ a​ genuine niche,​ as​ opposed to​ a​ term you​ made up after a​ little wine. at​ that point,​ the​ niche you​ created moves from perception to​ reality,​ which,​ for marketing purposes,​ is​ the​ same.

SUMMARY: in​ a​ marketing sense,​ you​ should focus on​ one area of​ law. You're in​ the​ strongest competitive position when you​ create your own narrow niche. Make sure your niche is​ broad enough to​ include all the​ services you​ want to​ provide -- yet narrow enough so your prospects perceive you​ as​ an​ authority in​ that area.

IMPORTANT: Take your time and make these decisions carefully. Create different terms for your niche and ask clients and friends for their reaction. See which niche names do and don't appeal to​ them. See if​ they have an​ idea what the​ niche name means. the​ name you​ attach to​ your niche will likely determine its success or​ failure. So make this decision slowly,​ carefully,​ wisely.

I first wrote the​ term education-based marketing in​ 1984. Today,​ 22 years later,​ I still use it​ because (1) it​ describes exactly what I do,​ (2) it's the​ only marketing method I use,​ and (3) my prospects hire me to​ provide those services. That's the​ test of​ a​ good niche.

Now develop one for yourself so when marketing legal services,​ you​ gain a​ significant advantage over your competitors who also strive for attorney marketing success.




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