Does your practice have an industry niche?

Many lawyers focus their practice on particular legal specialties which is great and makes sense but they shouldn’t stop there.  Most businesses aren’t satisfied with knowing that an attorney has a practice specialty, they want to know if the attorney understands their business.

This doesn’t mean that lawyers should embrace exclusivity and only accept work from a particular industry but if an attorney can focus on a particular industry or cluster of industries it will help differentiate his or her practice from attorneys that don’t.  Attorneys can look at their client list and see if there is a particular industry that pops out as one being served.  Perhaps the attorney already does focus mostly on a couple of industries but hasn’t marketed that focus.

How to market by industry?  A really good approach is to get involved in an industry trade association.  They typically provide for associate memberships for vendors and the like and they are often hungry for speakers and writers willing to share their legal expertise.  This is a good way to both become known more broadly to that industry’s membership and to tout these talks and articles as showing your industry expertise on your website, blog and other marketing communications.

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