Rainmaking Recommendation # 86: Pick A Niche to Scratch Their (Legal) Itch (Part 1)

target marketingYou cannot be all things to all people.

I’m sure you have heard the phrase:  “Jack of all trades, master of none.” This applies to the legal industry as well.  The day of the general practitioner is dead.  The law has become much too complicated to try to keep up with all of the changes in all of the practice areas.

For the next few Rainmaking Recommendations, I will be providing the why, what, how and when of creating your legal niche starting today with the “Why” pick a niche.

When you narrow your focus to a specific niche – and the next recommendation will explain what a niche truly is –a number of positive results can take place:

  1.   You actually widen your visibility within that group:  when you niche your practice into a specific practice area or specific industry or affinity group, you are fishing in a smaller pond than trying to be all things to all people.
  2. It is cost effective:  It allows you to focus your resources (think money), time and energy on a specific group or industry.
  3. It levels the playing field:  whether you are a partner in a large law firm or a solo practitioner, once you become known in that niche as someone who has knowledge and can be helpful with the niche’s problems, the size of your firm will not matter.
  4. You can position yourself as an expert:   You can become knowledgeable about the legal issues that affect that niche.

Think about it this way: if you were experiencing heart problems, would you want to go to a doctor who is a general practitioner or would you call a cardiologist?


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Rainmaking Recommendations are sent the first and third Wednesdays of the month.  They are bite size tips that when implemented will cause you to make rain. To learn more about Rainmaking, Goal Setting and Achieving the Life you want as an Attorney please contact Jaimie B. Field, Esq.  If you have missed any of the previous Rainmaking Recommendations you can find them at www.jaimiefield.com The Enlightened Rainmaker Blog.

 Did you know you can schedule an in-house, customized Rainmaking training workshop for your law firm? begin telephone or Skype individual rainmaking training from wherever you are in the world with Jaimie? Call or email for more information.

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