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What could you do if you didn’t know any better?
This clip, from the movie, “Facing The Giants,” is a poignant reminder that we can do more than we think we can. It also shows you why you should never give up.
If you need a bit of inspiration, or a kick in the seat, watch this clip and ask yourself, “What could I do if I didn’t know I couldn’t?”
And go for it.
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Lawyer marketing 101: The basics of niche marketing
Q: I’m starting a solo practice. How do I compete with larger firms who use TV ads?
A: TV ads target everyone, and therefore, no one. The consumer markets are vast and expensive to reach, especially via TV. If you aren’t prepared to go head to head with big budget advertisers, I’d suggest that you concentrate your efforts in niche markets.
Niche markets are small, well-defined, sub-segments of the larger mass market. “Health care professionals,” “Chinese immigrants,” and “people who work for ABC Company” are examples of niche markets.
You can get more bang for your advertising buck in niche markets, and leverage your time by speaking, writing, and networking with centers of influence and/or prospective clients in those markets.
If you handle consumer-type practice areas (bankruptcy, PI, criminal defense, etc.) you’ll find clients and referral sources in just about any niche market. You don’t need to be especially selective about which niche to choose, just make sure it’s large enough to encompass enough people but not so large that you cannot effectively communicate with it. Look for markets with existing publications read by people in those markets, and local organizations where you can speak or network.
If you handle business matters, your choice of niche market(s) needs to be made a bit more carefully. Some business niches are more likely to need your services than others and some markets may already be dominated by a handful of existing law firms. The advantage in business markets is a more established infrastructure of publications, organizations, and centers of influence, ready for you to plug into.
The bottom line is that by focusing on smaller markets, you can dominate them. You’ll get the lion’s share of the business in those markets and never have to worry about someone outspending you on TV ads.
Why compete when you don’t have to?
Lawyer marketing 101: the basics of getting articles published
Getting exposure via published articles has long been a marketing mainstay for lawyers. In the age of the Internet, there are even more opportunities than ever as the need for quality content has multiplied.
Many books have been written on writing and publishing articles. If you are serious about promoting your practice this way, I recommend reading a few books and learning to do it right.
The basics of getting published never change. The first step is to identify those publications that are a suitable outlet for your articles. Offline, the venerable “Writers Market” (from Writer’s Digest) lists thousands of magazines and newspapers that accept outside submissions.
Online, numerous directories list electronic newsletters and web sites that accept articles. Go to any search engine and type in
Once you have determined which publications you are interested in, the next step is to obtain their “writers’ guidelines”. This is a description of the kinds of articles they want, how many words, the rights they purchase (i.e., “first publication”), and the procedure for submitting the article for consideration.
You’ll probably find writers’ guidelines on the publication’s web site. If not, contact the editor and ask if they accept articles and if so, what they are looking for.
Once you know the guidelines, the next step is the “query”. Some publications want you to submit your article idea in outline form, along with a sample of your other writing, some publications want to see the whole article first. Whatever the guidelines, your query needs to sell the editor on three things:
- Why their readers would want to read your article
- Your credentials for writing it
- Your ability to write it
Your query letter should be well written and to the point. It should demonstrate that the article you propose will be relevant to their readership and interesting to read. Editors read hundreds of queries and sort through them quickly; if you want to be considered, you need to get their attention and immediately make them see the value in your article.
Getting the first article accepted is the hardest. Once you have built up a list of publications that have accepted your work, you should find yourself getting published more frequently. Until then, don’t assume that being a lawyer is enough of a pedigree to be accepted for publication. Actually, being a lawyer could work against you. If an editor assumes you “write like a lawyer,” you’ll have to work harder to show them that you can write something real people would want to read.
Don’t hesitate to start with small publications. It will give you experience in writing and submitting articles. You’ll also get a list of publishing credits and that will make it easier to get other editors to give you the go ahead.
Don’t be concerned about payment for your articles; most publications pay little or nothing anyway. But do negotiate a listing of your web site or other contact information at the end of the article. You want readers to be able to reach you.
Be patient; it will be worth the effort. Even if they don’t allow you to list your contact information in the article, just being able to say you have been published carries weight. Reprints of your articles make excellent marketing hand outs that can be used for years. And you can re-cycle your material (make sure you retained the right to do so) in other articles, speaking engagements, web/ezine articles, blog posts, reports, and so forth. Also, having been published can lead to interviews and speaking engagements and could also provide material for press releases. For example, your published article might be referenced in a press release where you offer a free report that amplifies the subject matter of the article.
Writing for publication will give you exposure and credibility as an expert in your field. It can also lead to even more exposure in the form of inquiries from other publications, joint venture partners, meeting holders, teleseminar promoters, and the like. Getting published will help you grow your mailing list, develop new referral sources, and create more clients. It will also make your mother proud.






