Instead of hoping that people will find you, the alternative is to become the sort of person these people will go looking for.
I was meeting with a group of lawyers I coach over dinner when one of them asked me what was the most important client development step I took.
I narrowed my focus.
Why? One reason was my healthy paranoia. I was far more comfortable knowing a lot about a little than a little about a lot.
But, I also narrowed my focus to attract clients. To borrow Seth Godin’s line,
to become the sort of person construction contractors will go looking for when they need a lawyer.
I discovered early in my career that marketing yourself as a commercial litigator or as a corporate lawyer is a challenge.
If you are marketing to everyone, you are marketing to no one.
How do you distinguish yourself from the hundreds of other commercial litigators or corporate lawyers in your city?
When I narrowed from commercial litigation, to government contracts, to construction government contracts, to transportation construction government contracts, I better understood my potential clients needs and I received many more speaking and writing opportunities. In a few years, I was well known throughout the United States.
How can you narrow your focus?
You can either have a niche practice which is based on your specialty or you can have a targeted industry practice which is based on what your clients do. Even if you are a connector and networker, you can narrow the focus of the events you attend and become more focused on your best contacts.
If you are interested in learning more, take a look at my slides from a program: Developing a Niche Portable Practice.