Getting (slightly) Famous by Narrowing Your Niche

Niche_1I (probably) don’t know you, dear reader, at all. Yet if you’re thinking about going solo, or have recently done so, I can predict two things about you with great certitude:

  1. You’ve read ad nauseam in various media the single biggest “marketing message” the so-called experts have to offer: Niche Your Practice. You get it, intellectually. You understand why niche practices are more successful than those with broad scatter-shot approaches.And ….
  2. You won’t do it.

At least, you won’t do it at first, and not to an optimally narrow point.

How do I know this for sure? Because it’s true about me, and every solo I know (so far)! When you first start out, unless you are the rarest of breeds, you are first and foremost scared. You’re afraid you won’t succeed. You’re afraid clients won’t walk in the door, or if they do, they won’t bring a checkbook, or if they do, the check will bounce.

And all that’s actually true for awhile, to some degree; of course, with hard and smart work and laser-like focus it will turn around. But until it does, you’re going to resist narrowing your niche because it looks, feels, and smells like turning down money.

The problem with this thinking? It rests on a fallacy: that the more people you approach, the likelier you are to win a few of them over to your side. That’s a fallacy for two reasons:

  • Your law practice (or other professional service firm) is not an off-track betting parlor, and you’re not gambling. Your client conversion ratio (the percentage of people who sign up versus all those who inquire) doesn’t depend on odds. Simply put: luck’s got nothing to do with it. Neither do odds.
  • Your clients aren’t going to make their decision based on odds. They’re not going to choose a lawyer simply because s/he pitches wide, or lots of other people pick him or her.

To get more clients, you have to understand how clients think – why they choose the lawyers they choose. And what they respond to (among other factors) is the perceived expertise of the professional. That’s why niche marketing is so important!

To help you with your niche marketing, you might want to check out this free resource from attorney Stephen Yoder, author of a wonderful book I’m in the midst of reading and will review here on The Inspired Solo titled Get Slightly Famous.

 

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