This document discusses developing a niche practice and differentiation for lawyers. It recommends that lawyers select a niche area of law to focus on in order to narrow their marketing focus. This makes marketing less time-consuming, expensive and challenging compared to trying to appeal to all potential clients. The document provides tips for discovering a niche area, including considering what the lawyer is passionate about and their strengths. It also recommends lawyers understand the niche industry and relevant laws. Differentiating oneself from other lawyers is also discussed, such as through targeted differentiators like technological proficiency or strategic location. Examples of lawyer niches are provided.
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Examples
Larry gained significant hands-on experience in
heavy construction before attending law school. He
grew up in a family-owned general contracting
company ..., worked as an estimator and project
manager in heavy construction industry for eight
years.