Recently I wrote Client Development Coaching: You will learn what will work for you. A lawyer I coach read the post and asked me for examples she might borrow to find her own best approach.

I am an example of a lawyer who narrowed my focus to an industry. Seth Godin blogged about narrowing focus marketing approach in Un essaim de puces.

As you know, I began my client development efforts as a commercial litigator. I struggled to figure out how I could market myself. I was flailing away marketing to everyone. Unfortunately for me, there were several older and better known commercial litigators in my home town.

I changed my focus and narrowed my target market to highway and transportation construction contractors. It was by far the most important decision I made in my career. I actually widened my practice, to include contracts and every day advice. I narrowed my client base so I could be more valuable as a trusted advisor.

So, if you are marketing to everyone and not finding any success, you can narrow your focus to a smaller group, find a niche practice, or continue marketing to a wider audience. Whatever approach, use the tools, like blogging to widen your visibility.