Practice Management

Yes.  Yes.  I guess you can say that my blog has taken a niche drift of late.  I just blogged about a QDRO Niche and a Nanny Niche.  But to tell the truth, I practice in a very dedicated niche.  I prosecute automatic stay and discharge injunction violations.  Visit my practice blog at StayViolation.Com.  And, the truth of the matter is that I have blogged about the niche practice of law before.  See, for example, probate as a niche, art as a niche, keeping personal injury lawyers honest, election law, auction law, and photo law just to name a few.  I will keep doing it from time to time because the niche practice of law feeds right in to the Third Wave practice of law, it is inspirational and, if nothing else, it provides food for thought for those lawyers and law students trying to figure out alternatives in life.

A niche can be a very specific area of law such as what I do, or it can be a marketing niche, such as, let us say, representing only men in divorce and child custody issues.  Either way, the niche practice of law has some tremendous advantages to the solo practitioner or small firm.

The first advantage is word of mouth.  Today you might call it "viral marketing".  Regardless, the more specific and different you are, the more likely that other people are going to talk you up.  People talking behind your back has never been so good.  It is free and very effective advertising.  In short, you will bring people in the front door more easily.

The second advantage is promotion.  The media is likely to turn to you for a quote or advice if you practice in a very narrow area of law or represent a group of undeserved people.  I remember an example of a law firm that just represented deaf people in all sorts of legal matters.  You will also be asked to write papers, give speeches and talks to local groups, and participate in seminars for the state and local bar organizations, as well as other promoters.

The third advantage is less competition.  Even if there is not less competition, as in the divorce law example above, there are fewer people speaking directly to the niche audience targeted.  As a result, your marketing is much more effective.  More people respond to your message than would in response to the marketing campaign of a less focused firm or lawyer.

The fourth advantage is the amount you can charge.  With less competition and a greater ability to select your clients and cases, you can better maintain a premium fee structure.  This means you can take on fewer cases, do better work, feel better about yourself, and have more personal time.

If you have not done so already, you need to give greater thought as to exactly how you can niche your practice.