Find a niche… easier said than done, right?
Usually when I mention finding a niche, most lawyers’ push back. They generally explain how they don’t want to miss this kind of case or that kind of case. Their practice areas list looks like that of a firm of 10 lawyers. How can you possibly market such a list? How can potential clients and referring attorneys remember what you do? Will they think of you when any of those practice areas are mentioned? Probably not! If your list is a practice group with a long list of sub practice areas… that works. However if your list is: criminal defense, real estate closings and business transactions… that’s another story.
Here are some questions to help you identify your niche.
1. Look back on your last few cases, which ones were the most enjoyable. Why?
2. What aspects of the case really lit your fire?
3. Is there a particular industry or category you are interested in?
4. Are there characteristics of the clients that you like to work with more than others?
5. Is there a sub practice area that you like?
6. What are you really passionate about?
Once you have answered these questions you can start to create a profile of your ideal client. Keep in mind that you don’t have to have a lot of experience in this area. You market to what you want, not to what you have. You may need to develop more skills or do more research in the area you choose as your niche. When you focus on this niche you will find that it will come easily. Why? Because it is something you are passionate about.
Now that you have identified a niche it is much easier to tell people what you do and more importantly… easier for them to remember what you do. Have the courage to step out of your comfort zone and you will find that the rewards are many… including satisfaction in your work.
NOW ONE LAST NOTE… When you get an opportunity to do other work… take it!!! You can choose to do any work that comes your way. You don’t have to say no to a good paying matter or an interesting case or something you can accomplish easily. You can say yes… it’s just not an area that you market.