Niches: A smart strategy
In his blog, Real Lawyers Have Blogs, Kevin O’Keefe makes several compelling arguments for why attorneys should blog on specific niches rather than writing a blog on general legal topics. It’s a great, short read and we recommend you check it out, particularly if you’ve ever worried about defining your practice or your firm by a niche.
We think niches are a smart strategy. Not just for blogs, but for your business. Whether you’re an attorney, an accountant, or any other type of service provider, niches can help you market your firm because your prospects will understand when you are the right person to call. Will it exclude you from some opportunities? Sure, but it will also ensure that you get more of the work you enjoy most because when you explain what you do, eight of the nine people you are talking to will not be interested but that ninth person will hand you a business card and say, “Call me. I’ve been looking for someone like you.”
Choosing a niche is scary, we know. But it is the best way to differentiate yourself from other service providers who describe their work in such general terms you can’t tell why on earth you’d ever want to engage them.
Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.