Practice Management

My mother use to always say that "birds of a feather flock together". She often used this saying in the pejorative.   

The saying does have to be look upon this way, however. Mainly because the statement is basically correct. And, because it is correct, it defines really the basic tenant of lawyer marketing.

Call it what you want, but like minded people, and people in particular trades, tend to crowd, organize, cluster, bunch or group together. Call them competitors, colleagues, a clique or whatever, this is to your advantage as a lawyer.

It is the tendency for people to collaborate, co-create and crowdsource their profession, passion, interest or trade. It is that tendency that makes your life easier to make yourself known and your have your legal services retained.

It is also the reason that a niche practice helps. It can help you stay focused on these groups, people, and organizations you need to frequent to become known and appreciated both personally and for the legal services you offer.

The key is to first pick the right crowds or groups. If you are a community association lawyer, for example, you will want to hang out with community association groups. If you are a probate lawyer you might wish to stand with funeral directors. If you are an appellate lawyer, you probably need to congregate with trial attorneys. You get the point.

The key to doing this properly is to not only show up at these group meetings occasionally, but become passionate about groups and to be actively involved. It is also vitally important that you stay involved. This is the way you can succeed  in your niche practice area into the long term and find profitability.