A few years ago, Seth Godin posted a blog titled: “The Law of the Little Shovel.” It is short and well worth reading. He begins by saying:

If you want to dig a big hole, you need to stay in one place.

That means it is important to focus on one group, or one event to earn trust.

What are the main points for lawyers?

  1. If you are marketing to everyone, you are marketing to no one. Identify your target market and become visible and credible to that market.
  2. Focus attention on existing clients before going after new ones.