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Developing or Deepening your Law Practice Niche

Developing or Deepening your Law Practice Niche, and discovering the power and profitability of focus. Lawyer Niche Marketing Presentation by Bill Jawitz.

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Developing or Deepening your Law Practice Niche

  1. 1. © 2013 SuccessTrack, LLC Discovering the Power and Profitability of Focus Developing or Deepening Your Niche 1 NJSBA - July 16, 2015 Thursday, August 13, 15
  2. 2. © 2013 SuccessTrack, LLC Program Outline 2 Thursday, August 13, 15
  3. 3. © 2013 SuccessTrack, LLC Program Outline A word about the handouts 2 Thursday, August 13, 15
  4. 4. © 2013 SuccessTrack, LLC Program Outline A word about the handouts Part One: Understanding Niches 2 Thursday, August 13, 15
  5. 5. © 2013 SuccessTrack, LLC Program Outline A word about the handouts Part One: Understanding Niches I. Definition 2 Thursday, August 13, 15
  6. 6. © 2013 SuccessTrack, LLC Program Outline A word about the handouts Part One: Understanding Niches I. Definition II. Why Niche? 2 Thursday, August 13, 15
  7. 7. © 2013 SuccessTrack, LLC Program Outline A word about the handouts Part One: Understanding Niches I. Definition II. Why Niche? III. Myths, Challenges, and Mistakes 2 Thursday, August 13, 15
  8. 8. © 2013 SuccessTrack, LLC Program Outline A word about the handouts Part One: Understanding Niches I. Definition II. Why Niche? III. Myths, Challenges, and Mistakes IV. Examples 2 Thursday, August 13, 15
  9. 9. © 2013 SuccessTrack, LLC Program Outline 3 Thursday, August 13, 15
  10. 10. © 2013 SuccessTrack, LLC Program Outline Part Two: Hands-On Process 3 Thursday, August 13, 15
  11. 11. © 2013 SuccessTrack, LLC Program Outline Part Two: Hands-On Process I. Analysis Tool, Part 1 3 Thursday, August 13, 15
  12. 12. © 2013 SuccessTrack, LLC Program Outline Part Two: Hands-On Process I. Analysis Tool, Part 1 II. Analysis Tool, Part 2 3 Thursday, August 13, 15
  13. 13. © 2013 SuccessTrack, LLC Program Outline Part Two: Hands-On Process I. Analysis Tool, Part 1 II. Analysis Tool, Part 2 III. Trend Research 3 Thursday, August 13, 15
  14. 14. © 2013 SuccessTrack, LLC Program Outline Part Two: Hands-On Process I. Analysis Tool, Part 1 II. Analysis Tool, Part 2 III. Trend Research IV. Competitive Intelligence 3 Thursday, August 13, 15
  15. 15. © 2013 SuccessTrack, LLC Program Outline Part Two: Hands-On Process I. Analysis Tool, Part 1 II. Analysis Tool, Part 2 III. Trend Research IV. Competitive Intelligence V. More Examples 3 Thursday, August 13, 15
  16. 16. © 2013 SuccessTrack, LLC Program Outline 4 Thursday, August 13, 15
  17. 17. © 2013 SuccessTrack, LLC Program Outline Part Three: Marketing a Niche 4 Thursday, August 13, 15
  18. 18. © 2013 SuccessTrack, LLC Program Outline Part Three: Marketing a Niche I. Identity Message and Value Proposition 4 Thursday, August 13, 15
  19. 19. © 2013 SuccessTrack, LLC Program Outline Part Three: Marketing a Niche I. Identity Message and Value Proposition II. Client Centricity 4 Thursday, August 13, 15
  20. 20. © 2013 SuccessTrack, LLC Program Outline Part Three: Marketing a Niche I. Identity Message and Value Proposition II. Client Centricity III. Multiple Channels of Communication 4 Thursday, August 13, 15
  21. 21. © 2013 SuccessTrack, LLC Program Outline Part Three: Marketing a Niche I. Identity Message and Value Proposition II. Client Centricity III. Multiple Channels of Communication IV. Networking 4 Thursday, August 13, 15
  22. 22. © 2013 SuccessTrack, LLC Program Outline Part Three: Marketing a Niche I. Identity Message and Value Proposition II. Client Centricity III. Multiple Channels of Communication IV. Networking V. Online Presence 4 Thursday, August 13, 15
  23. 23. © 2013 SuccessTrack, LLC Follow Up Resources 5 Thursday, August 13, 15
  24. 24. © 2013 SuccessTrack, LLC Follow Up Resources • Email w/ requests for specific info: 5 Thursday, August 13, 15
  25. 25. © 2013 SuccessTrack, LLC Follow Up Resources • Email w/ requests for specific info: bill@successtrackesq.com 5 Thursday, August 13, 15
  26. 26. © 2013 SuccessTrack, LLC Follow Up Resources • Email w/ requests for specific info: bill@successtrackesq.com • Copy of this slide deck 5 Thursday, August 13, 15
  27. 27. © 2013 SuccessTrack, LLC Follow Up Resources • Email w/ requests for specific info: bill@successtrackesq.com • Copy of this slide deck • 90-day Niche Development Program 5 Thursday, August 13, 15
  28. 28. © 2013 SuccessTrack, LLC Follow Up Resources • Email w/ requests for specific info: bill@successtrackesq.com • Copy of this slide deck • 90-day Niche Development Program • Marketing Jumpstart 5 Thursday, August 13, 15
  29. 29. © 2013 SuccessTrack, LLC Niche Success for Lawyers 6 Thursday, August 13, 15
  30. 30. © 2013 SuccessTrack, LLC Niche Success for Lawyers Part One: Understanding Niches 6 Thursday, August 13, 15
  31. 31. © 2013 SuccessTrack, LLC Definition 7 Thursday, August 13, 15
  32. 32. © 2013 SuccessTrack, LLC Definition An approach to marketing and managing your practice 7 Thursday, August 13, 15
  33. 33. © 2013 SuccessTrack, LLC Definition An approach to marketing and managing your practice 7 that clearly differentiates you from other attorneys, and identifies you as a go-to expert Thursday, August 13, 15
  34. 34. © 2013 SuccessTrack, LLC Definition An approach to marketing and managing your practice 7 that clearly differentiates you from other attorneys, and identifies you as a go-to expert for specific legal needs in the minds of both targeted clients and referral networks, and the broader public. Thursday, August 13, 15
  35. 35. © 2013 SuccessTrack, LLC Levels of a Niche Target Condition Relevance Differentiation/FocusPyramid Thursday, August 13, 15
  36. 36. © 2013 SuccessTrack, LLC Levels of a Niche 933,903 of 1.2MM in PP Target Condition Relevance Differentiation/FocusPyramid Thursday, August 13, 15
  37. 37. © 2013 SuccessTrack, LLC Levels of a Niche 933,903 of 1.2MM in PP 1 of 465,000 Lit or Trans Target Condition Relevance Differentiation/FocusPyramid Thursday, August 13, 15
  38. 38. © 2013 SuccessTrack, LLC Levels of a Niche 933,903 of 1.2MM in PP 1 of 465,000 Lit or Trans 1 of 80,000 Prac Area/Sector Target Condition Relevance Differentiation/FocusPyramid Thursday, August 13, 15
  39. 39. © 2013 SuccessTrack, LLC Levels of a Niche 933,903 of 1.2MM in PP 1 of 465,000 Lit or Trans 1 of 80,000 Prac Area/Sector 1 of 6,000 Slice Target Condition Relevance Differentiation/FocusPyramid Thursday, August 13, 15
  40. 40. © 2013 SuccessTrack, LLC Levels of a Niche 933,903 of 1.2MM in PP 1 of 465,000 Lit or Trans 1 of 80,000 Prac Area/Sector 1 of 6,000 Slice 1 of 500< Target Condition Relevance Differentiation/FocusPyramid Thursday, August 13, 15
  41. 41. © 2013 SuccessTrack, LLC Levels of a Niche Target Condition Relevance Thursday, August 13, 15
  42. 42. © 2013 SuccessTrack, LLC Levels of a Niche 933,903 of 1.2MM in PP Target Condition RelevanceAcute Care Facilities Thursday, August 13, 15
  43. 43. © 2013 SuccessTrack, LLC Levels of a Niche 933,903 of 1.2MM in PP 1 of 465,000 Lit or Trans Target Condition RelevanceAcute Care Facilities Hospitals Healthcare Thursday, August 13, 15
  44. 44. © 2013 SuccessTrack, LLC Levels of a Niche 933,903 of 1.2MM in PP 1 of 465,000 Lit or Trans 1 of 80,000 Prac Area/Sector Target Condition RelevanceAcute Care Facilities Hospitals Healthcare Business Thursday, August 13, 15
  45. 45. © 2013 SuccessTrack, LLC Levels of a Niche 933,903 of 1.2MM in PP 1 of 465,000 Lit or Trans 1 of 80,000 Prac Area/Sector 1 of 6,000 Slice Target Condition RelevanceAcute Care Facilities Hospitals Healthcare Business Lawyer Thursday, August 13, 15
  46. 46. © 2013 SuccessTrack, LLC Levels of a Niche 933,903 of 1.2MM in PP 1 of 465,000 Lit or Trans 1 of 80,000 Prac Area/Sector 1 of 6,000 Slice 1 of 500< Target Condition RelevanceAcute Care Facilities Hospitals Healthcare Business Lawyer Lawyer Thursday, August 13, 15
  47. 47. © 2013 SuccessTrack, LLC The Bulls Eye 10 Thursday, August 13, 15
  48. 48. © 2013 SuccessTrack, LLC The Bulls Eye 10 Skills MarketPassion Thursday, August 13, 15
  49. 49. © 2013 SuccessTrack, LLC The Bulls Eye 10 Skills MarketPassion Your Niche Thursday, August 13, 15
  50. 50. © 2013 SuccessTrack, LLC Niche Parameters 11 Thursday, August 13, 15
  51. 51. © 2013 SuccessTrack, LLC Niche Parameters • By practice area 11 Thursday, August 13, 15
  52. 52. © 2013 SuccessTrack, LLC Niche Parameters • By practice area • Type of problem, opportunity, industry/sector 11 Thursday, August 13, 15
  53. 53. © 2013 SuccessTrack, LLC Niche Parameters • By practice area • Type of problem, opportunity, industry/sector • Business / demographic characteristic 11 Thursday, August 13, 15
  54. 54. © 2013 SuccessTrack, LLC Niche Parameters • By practice area • Type of problem, opportunity, industry/sector • Business / demographic characteristic • An entire firm 11 Thursday, August 13, 15
  55. 55. © 2013 SuccessTrack, LLC Niche Parameters • By practice area • Type of problem, opportunity, industry/sector • Business / demographic characteristic • An entire firm • A practice group within a larger firm 11 Thursday, August 13, 15
  56. 56. © 2013 SuccessTrack, LLC Niche Parameters • By practice area • Type of problem, opportunity, industry/sector • Business / demographic characteristic • An entire firm • A practice group within a larger firm • A practice -- within a firm or as a solo 11 Thursday, August 13, 15
  57. 57. © 2013 SuccessTrack, LLC IP - Chemical 12 DilworthIP.com Thursday, August 13, 15
  58. 58. © 2013 SuccessTrack, LLC 13 The “Specialist” Issue Thursday, August 13, 15
  59. 59. © 2013 SuccessTrack, LLC Rule 7.4 (a), Communication of Fields of Practice & Specialization: A lawyer may communicate the fact that the lawyer does or does not practice in particular fields of law. 13 The “Specialist” Issue Thursday, August 13, 15
  60. 60. © 2013 SuccessTrack, LLC Rule 7.4 (a), Communication of Fields of Practice & Specialization: A lawyer may communicate the fact that the lawyer does or does not practice in particular fields of law. Advisory Opinion: “A lawyer may indicate that the lawyer ‘concentrates in,’ ‘focuses on,’ or that the practice is ‘limited to’ particular fields of practice as long as the statements are not false or misleading in violation of Rule 7.1” 13 The “Specialist” Issue Thursday, August 13, 15
  61. 61. © 2013 SuccessTrack, LLC Rule 7.4 (a), Communication of Fields of Practice & Specialization: A lawyer may communicate the fact that the lawyer does or does not practice in particular fields of law. Advisory Opinion: “A lawyer may indicate that the lawyer ‘concentrates in,’ ‘focuses on,’ or that the practice is ‘limited to’ particular fields of practice as long as the statements are not false or misleading in violation of Rule 7.1” Rule 7.1, Communications Concerning a Lawyer’s Services “A lawyer shall not make a false or misleading communication about the lawyer or the lawyer's services. . . . ” 13 The “Specialist” Issue Thursday, August 13, 15
  62. 62. © 2013 SuccessTrack, LLC Sample Phrases 14 Thursday, August 13, 15
  63. 63. © 2013 SuccessTrack, LLC Sample Phrases “I focus on . . . .” or “I focus exclusively on . . . .” 14 Thursday, August 13, 15
  64. 64. © 2013 SuccessTrack, LLC Sample Phrases “I focus on . . . .” or “I focus exclusively on . . . .” “I primarily handle . . . .” 14 Thursday, August 13, 15
  65. 65. © 2013 SuccessTrack, LLC Sample Phrases “I focus on . . . .” or “I focus exclusively on . . . .” “I primarily handle . . . .” “We devote our resources mainly to . . . .” 14 Thursday, August 13, 15
  66. 66. © 2013 SuccessTrack, LLC Sample Phrases “I focus on . . . .” or “I focus exclusively on . . . .” “I primarily handle . . . .” “We devote our resources mainly to . . . .” “We concentrate our practice on . . . .” 14 Thursday, August 13, 15
  67. 67. © 2013 SuccessTrack, LLC Sample Phrases “I focus on . . . .” or “I focus exclusively on . . . .” “I primarily handle . . . .” “We devote our resources mainly to . . . .” “We concentrate our practice on . . . .” “We represent only. . . .” 14 Thursday, August 13, 15
  68. 68. © 2013 SuccessTrack, LLC Sample Phrases “I focus on . . . .” or “I focus exclusively on . . . .” “I primarily handle . . . .” “We devote our resources mainly to . . . .” “We concentrate our practice on . . . .” “We represent only. . . .” “I work with . . . .” 14 Thursday, August 13, 15
  69. 69. © 2013 SuccessTrack, LLC Sample Phrases “I focus on . . . .” or “I focus exclusively on . . . .” “I primarily handle . . . .” “We devote our resources mainly to . . . .” “We concentrate our practice on . . . .” “We represent only. . . .” “I work with . . . .” “We limit our practice to . . . .” 14 Thursday, August 13, 15
  70. 70. © 2013 SuccessTrack, LLC Sample Phrases “I focus on . . . .” or “I focus exclusively on . . . .” “I primarily handle . . . .” “We devote our resources mainly to . . . .” “We concentrate our practice on . . . .” “We represent only. . . .” “I work with . . . .” “We limit our practice to . . . .” “One of the main areas I focus on is. . . .” 14 Thursday, August 13, 15
  71. 71. © 2013 SuccessTrack, LLC Acute Care Hospitals 15 “ . . . focuses exclusively on representation of healthcare providers . . .” “ . . . With a particular emphasis on representation of acute care hospitals . . .” babc.com Thursday, August 13, 15
  72. 72. © 2013 SuccessTrack, LLC Why Niche? 16 Thursday, August 13, 15
  73. 73. © 2013 SuccessTrack, LLC Why Niche? 1. Segmentation/specialization is everywhere 16 Thursday, August 13, 15
  74. 74. © 2013 SuccessTrack, LLC Why Niche? 1. Segmentation/specialization is everywhere 2. Create a unique identity 16 Thursday, August 13, 15
  75. 75. © 2013 SuccessTrack, LLC Why Niche? 1. Segmentation/specialization is everywhere 2. Create a unique identity 3. Be thought of by prospects and referral sources in a specific context 16 Thursday, August 13, 15
  76. 76. © 2013 SuccessTrack, LLC Why Niche? 1. Segmentation/specialization is everywhere 2. Create a unique identity 3. Be thought of by prospects and referral sources in a specific context 4. Builds experience, confidence and reputation faster 16 Thursday, August 13, 15
  77. 77. © 2013 SuccessTrack, LLC Veterans Disability 17 VeteransDisabilityInfo.com Thursday, August 13, 15
  78. 78. © 2013 SuccessTrack, LLC Why Niche? 18 Thursday, August 13, 15
  79. 79. © 2013 SuccessTrack, LLC Why Niche? 5. Creates efficiency and increased profitability 18 Thursday, August 13, 15
  80. 80. © 2013 SuccessTrack, LLC Why Niche? 5. Creates efficiency and increased profitability 6. Easier to market 18 Thursday, August 13, 15
  81. 81. © 2013 SuccessTrack, LLC Why Niche? 5. Creates efficiency and increased profitability 6. Easier to market 7. Easier to cross-sell 18 Thursday, August 13, 15
  82. 82. © 2013 SuccessTrack, LLC Why Niche? 5. Creates efficiency and increased profitability 6. Easier to market 7. Easier to cross-sell 8. Allows for greater selectivity of clients 18 Thursday, August 13, 15
  83. 83. © 2013 SuccessTrack, LLC Why Niche? 5. Creates efficiency and increased profitability 6. Easier to market 7. Easier to cross-sell 8. Allows for greater selectivity of clients 9. Can charge higher prices 18 Thursday, August 13, 15
  84. 84. © 2013 SuccessTrack, LLC Myths 19 Thursday, August 13, 15
  85. 85. © 2013 SuccessTrack, LLC Myths 1. It’s only successful for solos & small firms 19 Thursday, August 13, 15
  86. 86. © 2013 SuccessTrack, LLC Myths 1. It’s only successful for solos & small firms 2. You have to say No to everything else 19 Thursday, August 13, 15
  87. 87. © 2013 SuccessTrack, LLC Myths 1. It’s only successful for solos & small firms 2. You have to say No to everything else 3. It’s only for younger attorneys 19 Thursday, August 13, 15
  88. 88. © 2013 SuccessTrack, LLC Myths 1. It’s only successful for solos & small firms 2. You have to say No to everything else 3. It’s only for younger attorneys 4. You’ll be bored 19 Thursday, August 13, 15
  89. 89. © 2013 SuccessTrack, LLC Myths 1. It’s only successful for solos & small firms 2. You have to say No to everything else 3. It’s only for younger attorneys 4. You’ll be bored 5. There won’t be enough work 19 Thursday, August 13, 15
  90. 90. © 2013 SuccessTrack, LLC Myths 1. It’s only successful for solos & small firms 2. You have to say No to everything else 3. It’s only for younger attorneys 4. You’ll be bored 5. There won’t be enough work 6. Someone else already fills the niche 19 Thursday, August 13, 15
  91. 91. © 2013 SuccessTrack, LLC Myths 1. It’s only successful for solos & small firms 2. You have to say No to everything else 3. It’s only for younger attorneys 4. You’ll be bored 5. There won’t be enough work 6. Someone else already fills the niche 7. You have to have only one niche 19 Thursday, August 13, 15
  92. 92. © 2013 SuccessTrack, LLC Challenges 20 Thursday, August 13, 15
  93. 93. © 2013 SuccessTrack, LLC Challenges 1. Finding the 1-3 niches 20 Thursday, August 13, 15
  94. 94. © 2013 SuccessTrack, LLC Challenges 1. Finding the 1-3 niches 2. Making the transition from your current practice 20 Thursday, August 13, 15
  95. 95. © 2013 SuccessTrack, LLC Challenges 1. Finding the 1-3 niches 2. Making the transition from your current practice 3. Growing it before you are truly expert 20 Thursday, August 13, 15
  96. 96. © 2013 SuccessTrack, LLC Challenges 1. Finding the 1-3 niches 2. Making the transition from your current practice 3. Growing it before you are truly expert 4. Spending consistent time working on it 20 Thursday, August 13, 15
  97. 97. © 2013 SuccessTrack, LLC Faith Community 21 ChurchLawGroup.com Thursday, August 13, 15
  98. 98. © 2013 SuccessTrack, LLC Mistakes 22 Thursday, August 13, 15
  99. 99. © 2013 SuccessTrack, LLC Mistakes 1. Not doing enough research and planning 22 Thursday, August 13, 15
  100. 100. © 2013 SuccessTrack, LLC Mistakes 1. Not doing enough research and planning 2. Being too broad and thinking it’s a niche 22 Thursday, August 13, 15
  101. 101. © 2013 SuccessTrack, LLC Mistakes 1. Not doing enough research and planning 2. Being too broad and thinking it’s a niche 3. Not sticking with it long enough 22 Thursday, August 13, 15
  102. 102. © 2013 SuccessTrack, LLC Mistakes 1. Not doing enough research and planning 2. Being too broad and thinking it’s a niche 3. Not sticking with it long enough 4. Not nailing down a compelling narrative 22 Thursday, August 13, 15
  103. 103. © 2013 SuccessTrack, LLC Sports 23 SALawUS.com Thursday, August 13, 15
  104. 104. © 2013 SuccessTrack, LLC 24 Example: Student Defense DCStudentDefense.com Thursday, August 13, 15
  105. 105. © 2013 SuccessTrack, LLC 25 Example: Discovery RedgraveLLP.com Thursday, August 13, 15
  106. 106. © 2013 SuccessTrack, LLC 25 Example: Discovery RedgraveLLP.com Thursday, August 13, 15
  107. 107. © 2013 SuccessTrack, LLC Niche Success for Lawyers 26 Thursday, August 13, 15
  108. 108. © 2013 SuccessTrack, LLC Niche Success for Lawyers Part Two: The Process 26 Thursday, August 13, 15
  109. 109. © 2013 SuccessTrack, LLC NAT Part 1: Your Experience 27 Thursday, August 13, 15
  110. 110. © 2013 SuccessTrack, LLC NAT Part 1: Your Experience 27 1. % of matter types in the last 5 years Thursday, August 13, 15
  111. 111. © 2013 SuccessTrack, LLC NAT Part 1: Your Experience 27 1. % of matter types in the last 5 years 2. Your unique experience, qualifications, abilities Thursday, August 13, 15
  112. 112. © 2013 SuccessTrack, LLC NAT Part 1: Your Experience 27 1. % of matter types in the last 5 years 2. Your unique experience, qualifications, abilities 3. Patterns found in the work from # 1 Thursday, August 13, 15
  113. 113. © 2013 SuccessTrack, LLC NAT Part 1: Your Experience 28 Thursday, August 13, 15
  114. 114. © 2013 SuccessTrack, LLC NAT Part 1: Your Experience 28 4. Ideal client’s business and/or personal or characteristics Thursday, August 13, 15
  115. 115. © 2013 SuccessTrack, LLC NAT Part 1: Your Experience 28 4. Ideal client’s business and/or personal or characteristics 5. Personal values, interests, causes, motivators Thursday, August 13, 15
  116. 116. © 2013 SuccessTrack, LLC NAT Part 1: Your Experience 28 4. Ideal client’s business and/or personal or characteristics 5. Personal values, interests, causes, motivators 6. Relative profitability of matter types from # 1 Thursday, August 13, 15
  117. 117. © 2013 SuccessTrack, LLC Example: Landlords Only 29 LandlordLawFirm.com Thursday, August 13, 15
  118. 118. © 2013 SuccessTrack, LLC E-Transactions 30 BertraLaw.com Thursday, August 13, 15
  119. 119. © 2013 SuccessTrack, LLC Trend Research 31 Thursday, August 13, 15
  120. 120. © 2013 SuccessTrack, LLC Trend Research • Major Legal Trends 31 Thursday, August 13, 15
  121. 121. © 2013 SuccessTrack, LLC Trend Research • Major Legal Trends • JOBS Act (Jumpstart Our Business Startups) 31 Thursday, August 13, 15
  122. 122. © 2013 SuccessTrack, LLC Trend Research • Major Legal Trends • JOBS Act (Jumpstart Our Business Startups) • Google the phrase “trends in [target phrase]” 31 Thursday, August 13, 15
  123. 123. © 2013 SuccessTrack, LLC Trend Research • Major Legal Trends • JOBS Act (Jumpstart Our Business Startups) • Google the phrase “trends in [target phrase]” • Set up Google Alerts 31 Thursday, August 13, 15
  124. 124. © 2013 SuccessTrack, LLC Trend Research • Major Legal Trends • JOBS Act (Jumpstart Our Business Startups) • Google the phrase “trends in [target phrase]” • Set up Google Alerts • Talk with colleagues and clients 31 Thursday, August 13, 15
  125. 125. © 2013 SuccessTrack, LLC Trend Research • Major Legal Trends • JOBS Act (Jumpstart Our Business Startups) • Google the phrase “trends in [target phrase]” • Set up Google Alerts • Talk with colleagues and clients • Legal research/docket search 31 Thursday, August 13, 15
  126. 126. © 2013 SuccessTrack, LLC A Mega-Trend 32 Thursday, August 13, 15
  127. 127. © 2013 SuccessTrack, LLC A Mega-Trend Aging Society (Shock of Gray, Ted Fishman) 32 Thursday, August 13, 15
  128. 128. © 2013 SuccessTrack, LLC A Mega-Trend Aging Society (Shock of Gray, Ted Fishman) • Undue influence 32 Thursday, August 13, 15
  129. 129. © 2013 SuccessTrack, LLC A Mega-Trend Aging Society (Shock of Gray, Ted Fishman) • Undue influence • Employment 32 Thursday, August 13, 15
  130. 130. © 2013 SuccessTrack, LLC A Mega-Trend Aging Society (Shock of Gray, Ted Fishman) • Undue influence • Employment • Nursing home & hospital finance, M&A 32 Thursday, August 13, 15
  131. 131. © 2013 SuccessTrack, LLC A Mega-Trend Aging Society (Shock of Gray, Ted Fishman) • Undue influence • Employment • Nursing home & hospital finance, M&A • Fraud 32 Thursday, August 13, 15
  132. 132. © 2013 SuccessTrack, LLC A Mega-Trend Aging Society (Shock of Gray, Ted Fishman) • Undue influence • Employment • Nursing home & hospital finance, M&A • Fraud • Changes in provider partnership agreements 32 Thursday, August 13, 15
  133. 133. © 2013 SuccessTrack, LLC A Mega-Trend Aging Society (Shock of Gray, Ted Fishman) • Undue influence • Employment • Nursing home & hospital finance, M&A • Fraud • Changes in provider partnership agreements • Affordable Care Act accountability 32 Thursday, August 13, 15
  134. 134. © 2013 SuccessTrack, LLC Example: T&E in the Arts 33 PVACounsel.com Thursday, August 13, 15
  135. 135. © 2013 SuccessTrack, LLC NAT Part 2: The Marketplace 34 Thursday, August 13, 15
  136. 136. © 2013 SuccessTrack, LLC NAT Part 2: The Marketplace 34 1. Nature of the legal or business issue Thursday, August 13, 15
  137. 137. © 2013 SuccessTrack, LLC NAT Part 2: The Marketplace 34 1. Nature of the legal or business issue 2. Situation or event that triggers expenditure of time and $ Thursday, August 13, 15
  138. 138. © 2013 SuccessTrack, LLC NAT Part 2: The Marketplace 34 1. Nature of the legal or business issue 2. Situation or event that triggers expenditure of time and $ 3. Main challenges to client posed by #2 Thursday, August 13, 15
  139. 139. © 2013 SuccessTrack, LLC NAT Part 2: The Marketplace 34 1. Nature of the legal or business issue 2. Situation or event that triggers expenditure of time and $ 3. Main challenges to client posed by #2 Thursday, August 13, 15
  140. 140. © 2013 SuccessTrack, LLC NAT Part 2: The Marketplace 35 Thursday, August 13, 15
  141. 141. © 2013 SuccessTrack, LLC NAT Part 2: The Marketplace 35 4. Specific solutions and services you provide to meet the needs of #s 2 and 3 Thursday, August 13, 15
  142. 142. © 2013 SuccessTrack, LLC NAT Part 2: The Marketplace 35 4. Specific solutions and services you provide to meet the needs of #s 2 and 3 5. Measures of success/value from clients POV Thursday, August 13, 15
  143. 143. © 2013 SuccessTrack, LLC NAT Part 2: The Marketplace 35 4. Specific solutions and services you provide to meet the needs of #s 2 and 3 5. Measures of success/value from clients POV 6. Market indicators: volume, trends, tiers, competitors Thursday, August 13, 15
  144. 144. © 2013 SuccessTrack, LLC Competitive Intelligence 36 Thursday, August 13, 15
  145. 145. © 2013 SuccessTrack, LLC Competitive Intelligence • Ask contacts who else focuses on X 36 Thursday, August 13, 15
  146. 146. © 2013 SuccessTrack, LLC Competitive Intelligence • Ask contacts who else focuses on X • Google well (synonyms, advanced search strings, geography) 36 Thursday, August 13, 15
  147. 147. © 2013 SuccessTrack, LLC Competitive Intelligence • Ask contacts who else focuses on X • Google well (synonyms, advanced search strings, geography) • Bar Association section groups 36 Thursday, August 13, 15
  148. 148. © 2013 SuccessTrack, LLC Competitive Intelligence • Ask contacts who else focuses on X • Google well (synonyms, advanced search strings, geography) • Bar Association section groups • Study competitors’ websites 36 Thursday, August 13, 15
  149. 149. © 2013 SuccessTrack, LLC Green Tech 37 GrahamDunn.com Thursday, August 13, 15
  150. 150. © 2013 SuccessTrack, LLC Restaurants 38 ShefskyLaw.com Thursday, August 13, 15
  151. 151. © 2013 SuccessTrack, LLC Immigration 39 Wolfsdorf.com Thursday, August 13, 15
  152. 152. © 2013 SuccessTrack, LLC Franchising 40 FranchiseLawSource.com Thursday, August 13, 15
  153. 153. © 2013 SuccessTrack, LLC Example: T&E – Military 41 NostrandLaw.com Thursday, August 13, 15
  154. 154. © 2013 SuccessTrack, LLC Environment 42 BDLaw.com Thursday, August 13, 15
  155. 155. © 2013 SuccessTrack, LLC Water 43 WaterLaw.com Thursday, August 13, 15
  156. 156. © 2013 SuccessTrack, LLC Telecom 44 FHHLaw.com Thursday, August 13, 15
  157. 157. © 2013 SuccessTrack, LLC Bike Accidents 45 CyclistAtLaw.com Thursday, August 13, 15
  158. 158. © 2013 SuccessTrack, LLC Example: Karate 46 KarateLaw.com Thursday, August 13, 15
  159. 159. © 2013 SuccessTrack, LLC Marijuana 47 LASDopestAttorney.com Thursday, August 13, 15
  160. 160. © 2013 SuccessTrack, LLC NFA Trusts 48 CTGunLawyer.com Thursday, August 13, 15
  161. 161. © 2013 SuccessTrack, LLC Niche Success for Lawyers 49 Thursday, August 13, 15
  162. 162. © 2013 SuccessTrack, LLC Niche Success for Lawyers Part Three: Marketing 49 Thursday, August 13, 15
  163. 163. © 2013 SuccessTrack, LLC Business Development Outline 50 Thursday, August 13, 15
  164. 164. © 2013 SuccessTrack, LLC Business Development Outline 50 1. Set your course Thursday, August 13, 15
  165. 165. © 2013 SuccessTrack, LLC Business Development Outline 50 1. Set your course 2. Target specific work/audiences Thursday, August 13, 15
  166. 166. © 2013 SuccessTrack, LLC Business Development Outline 50 1. Set your course 2. Target specific work/audiences 3. Chart universe of contacts Thursday, August 13, 15
  167. 167. © 2013 SuccessTrack, LLC Business Development Outline 50 1. Set your course 2. Target specific work/audiences 3. Chart universe of contacts 4. Convey effective messages Thursday, August 13, 15
  168. 168. © 2013 SuccessTrack, LLC Business Development Outline 50 1. Set your course 2. Target specific work/audiences 3. Chart universe of contacts 4. Convey effective messages 5. Use multiple channels Thursday, August 13, 15
  169. 169. © 2013 SuccessTrack, LLC Business Development Outline 51 Thursday, August 13, 15
  170. 170. © 2013 SuccessTrack, LLC Business Development Outline 51 6. Build/expand online presence Thursday, August 13, 15
  171. 171. © 2013 SuccessTrack, LLC Business Development Outline 51 6. Build/expand online presence 7. Activate referral sources Thursday, August 13, 15
  172. 172. © 2013 SuccessTrack, LLC Business Development Outline 51 6. Build/expand online presence 7. Activate referral sources 8. Nurture existing clients Thursday, August 13, 15
  173. 173. © 2013 SuccessTrack, LLC Business Development Outline 51 6. Build/expand online presence 7. Activate referral sources 8. Nurture existing clients 9. Strengthen client development habits Thursday, August 13, 15
  174. 174. © 2013 SuccessTrack, LLC Promoting Your Niche 52 Thursday, August 13, 15
  175. 175. © 2013 SuccessTrack, LLC Promoting Your Niche 52 1. Effective messages Thursday, August 13, 15
  176. 176. © 2013 SuccessTrack, LLC Promoting Your Niche 52 1. Effective messages 2. Multiple channels Thursday, August 13, 15
  177. 177. © 2013 SuccessTrack, LLC Promoting Your Niche 52 1. Effective messages 2. Multiple channels 3. Referral sources Thursday, August 13, 15
  178. 178. © 2013 SuccessTrack, LLC Promoting Your Niche 52 1. Effective messages 2. Multiple channels 3. Referral sources 4. Online presence Thursday, August 13, 15
  179. 179. © 2013 SuccessTrack, LLC Marketing Language Shift 53 FROM Thursday, August 13, 15
  180. 180. © 2013 SuccessTrack, LLC Marketing Language Shift 53 FROM Lawyer-centric Thursday, August 13, 15
  181. 181. © 2013 SuccessTrack, LLC Marketing Language Shift 53 FROM Lawyer-centric Practice area Thursday, August 13, 15
  182. 182. © 2013 SuccessTrack, LLC Marketing Language Shift 53 FROM Lawyer-centric Practice area TO Thursday, August 13, 15
  183. 183. © 2013 SuccessTrack, LLC Marketing Language Shift 53 FROM Lawyer-centric Practice area Process TO Thursday, August 13, 15
  184. 184. © 2013 SuccessTrack, LLC Marketing Language Shift 53 FROM Lawyer-centric Practice area Process TO Client-centric Thursday, August 13, 15
  185. 185. © 2013 SuccessTrack, LLC Marketing Language Shift 53 FROM Lawyer-centric Practice area Process Features TO Client-centric Thursday, August 13, 15
  186. 186. © 2013 SuccessTrack, LLC Marketing Language Shift 53 FROM Lawyer-centric Practice area Process Features TO Client-centric Problem/Opp Thursday, August 13, 15
  187. 187. © 2013 SuccessTrack, LLC Marketing Language Shift 53 FROM Lawyer-centric Practice area Process Features TO Client-centric Problem/Opp Results Thursday, August 13, 15
  188. 188. © 2013 SuccessTrack, LLC Marketing Language Shift 53 FROM Lawyer-centric Practice area Process Features TO Client-centric Problem/Opp Results Benefits Thursday, August 13, 15
  189. 189. © 2013 SuccessTrack, LLC Value Proposition 54 Thursday, August 13, 15
  190. 190. © 2013 SuccessTrack, LLC Value Proposition Key word = VALUE from client’s POV 54 Thursday, August 13, 15
  191. 191. © 2013 SuccessTrack, LLC Value Proposition Key word = VALUE from client’s POV The Formula: We help [specific target] 54 Thursday, August 13, 15
  192. 192. © 2013 SuccessTrack, LLC Value Proposition Key word = VALUE from client’s POV The Formula: We help [specific target] 54 [verb + problem/ opportunity] Thursday, August 13, 15
  193. 193. © 2013 SuccessTrack, LLC Value Proposition Key word = VALUE from client’s POV The Formula: We help [specific target] 54 [verb + problem/ opportunity]so they can [result/outcome]. Thursday, August 13, 15
  194. 194. © 2013 SuccessTrack, LLC PAR Stories 55 Thursday, August 13, 15
  195. 195. © 2013 SuccessTrack, LLC PAR Stories • A structure to create a catalog of stories that illustrate your value 55 Thursday, August 13, 15
  196. 196. © 2013 SuccessTrack, LLC PAR Stories • A structure to create a catalog of stories that illustrate your value • P = Problem/Pain 55 Thursday, August 13, 15
  197. 197. © 2013 SuccessTrack, LLC PAR Stories • A structure to create a catalog of stories that illustrate your value • P = Problem/Pain • A = Action/Activity 55 Thursday, August 13, 15
  198. 198. © 2013 SuccessTrack, LLC PAR Stories • A structure to create a catalog of stories that illustrate your value • P = Problem/Pain • A = Action/Activity • R = Results (from client-centric POV) 55 Thursday, August 13, 15
  199. 199. © 2013 SuccessTrack, LLC Multiple Channels 56 Thursday, August 13, 15
  200. 200. © 2013 SuccessTrack, LLC Multiple Channels • Personal networking 56 Thursday, August 13, 15
  201. 201. © 2013 SuccessTrack, LLC Multiple Channels • Personal networking • Speaking 56 Thursday, August 13, 15
  202. 202. © 2013 SuccessTrack, LLC Multiple Channels • Personal networking • Speaking • Writing 56 Thursday, August 13, 15
  203. 203. © 2013 SuccessTrack, LLC Multiple Channels • Personal networking • Speaking • Writing • Site and blog 56 Thursday, August 13, 15
  204. 204. © 2013 SuccessTrack, LLC Online Presence 57 Thursday, August 13, 15
  205. 205. © 2013 SuccessTrack, LLC Online Presence • LinkedIn, Facebook biz page 57 Thursday, August 13, 15
  206. 206. © 2013 SuccessTrack, LLC Online Presence • LinkedIn, Facebook biz page • Site & bio page 57 Thursday, August 13, 15
  207. 207. © 2013 SuccessTrack, LLC Online Presence • LinkedIn, Facebook biz page • Site & bio page • Directories (Avvo, Lawyers.com, Super Lawyers, JD Supra) 57 Thursday, August 13, 15
  208. 208. © 2013 SuccessTrack, LLC Online Presence • LinkedIn, Facebook biz page • Site & bio page • Directories (Avvo, Lawyers.com, Super Lawyers, JD Supra) • Blogs; article submission sites (eHow, Technorati) 57 Thursday, August 13, 15
  209. 209. © 2013 SuccessTrack, LLC Follow Up Resources 58 Thursday, August 13, 15
  210. 210. © 2013 SuccessTrack, LLC Follow Up Resources Email w/ requests for specific info: 58 Thursday, August 13, 15
  211. 211. © 2013 SuccessTrack, LLC Follow Up Resources Email w/ requests for specific info: bill@successtrackesq.com 58 Thursday, August 13, 15
  212. 212. © 2013 SuccessTrack, LLC Follow Up Resources Email w/ requests for specific info: bill@successtrackesq.com 203.876.8999 58 Thursday, August 13, 15

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Developing or Deepening your Law Practice Niche, and discovering the power and profitability of focus. Lawyer Niche Marketing Presentation by Bill Jawitz.

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