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

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. © 2013 SuccessTrack, LLC
Program Outline
2
Thursday, August 13, 15

3. © 2013 SuccessTrack, LLC
Program Outline
A word about the handouts
2
Thursday, August 13, 15

4. © 2013 SuccessTrack, LLC
Program Outline
A word about the handouts
Part One: Understanding
Niches
2
Thursday, August 13, 15

5. © 2013 SuccessTrack, LLC
Program Outline
A word about the handouts
Part One: Understanding
Niches
I. Definition
2
Thursday, August 13, 15

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. © 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. © 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. © 2013 SuccessTrack, LLC
Program Outline
3
Thursday, August 13, 15

10. © 2013 SuccessTrack, LLC
Program Outline
Part Two: Hands-On
Process
3
Thursday, August 13, 15

11. © 2013 SuccessTrack, LLC
Program Outline
Part Two: Hands-On
Process
I. Analysis Tool, Part 1
3
Thursday, August 13, 15

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. © 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. © 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. © 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. © 2013 SuccessTrack, LLC
Program Outline
4
Thursday, August 13, 15

17. © 2013 SuccessTrack, LLC
Program Outline
Part Three: Marketing a
Niche
4
Thursday, August 13, 15

18. © 2013 SuccessTrack, LLC
Program Outline
Part Three: Marketing a
Niche
I. Identity Message and Value
Proposition
4
Thursday, August 13, 15

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. © 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. © 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. © 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. © 2013 SuccessTrack, LLC
Follow Up Resources
5
Thursday, August 13, 15

24. © 2013 SuccessTrack, LLC
Follow Up Resources
• Email w/ requests for specific
info:
5
Thursday, August 13, 15

25. © 2013 SuccessTrack, LLC
Follow Up Resources
• Email w/ requests for specific
info:
bill@successtrackesq.com
5
Thursday, August 13, 15

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. © 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. © 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. © 2013 SuccessTrack, LLC
Niche Success for
Lawyers
6
Thursday, August 13, 15

30. © 2013 SuccessTrack, LLC
Niche Success for
Lawyers
Part One:
Understanding
Niches
6
Thursday, August 13, 15

31. © 2013 SuccessTrack, LLC
Definition
7
Thursday, August 13, 15

32. © 2013 SuccessTrack, LLC
Definition
An approach to marketing and
managing your practice
7
Thursday, August 13, 15

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. © 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. © 2013 SuccessTrack, LLC
Levels of a Niche
Target Condition
Relevance
Differentiation/FocusPyramid
Thursday, August 13, 15

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. © 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. © 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. © 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. © 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. © 2013 SuccessTrack, LLC
Levels of a Niche
Target Condition
Relevance
Thursday, August 13, 15

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. © 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. © 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. © 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. © 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. © 2013 SuccessTrack, LLC
The Bulls Eye
10
Thursday, August 13, 15

48. © 2013 SuccessTrack, LLC
The Bulls Eye
10
Skills
MarketPassion
Thursday, August 13, 15

49. © 2013 SuccessTrack, LLC
The Bulls Eye
10
Skills
MarketPassion
Your
Niche
Thursday, August 13, 15

50. © 2013 SuccessTrack, LLC
Niche Parameters
11
Thursday, August 13, 15

51. © 2013 SuccessTrack, LLC
Niche Parameters
• By practice area
11
Thursday, August 13, 15

52. © 2013 SuccessTrack, LLC
Niche Parameters
• By practice area
• Type of problem, opportunity, industry/sector
11
Thursday, August 13, 15

53. © 2013 SuccessTrack, LLC
Niche Parameters
• By practice area
• Type of problem, opportunity, industry/sector
• Business / demographic characteristic
11
Thursday, August 13, 15

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. © 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. © 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. © 2013 SuccessTrack, LLC
IP - Chemical
12
DilworthIP.com
Thursday, August 13, 15

58. © 2013 SuccessTrack, LLC
13
The “Specialist” Issue
Thursday, August 13, 15

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. © 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. © 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. © 2013 SuccessTrack, LLC
Sample Phrases
14
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63. © 2013 SuccessTrack, LLC
Sample Phrases
“I focus on . . . .” or “I focus exclusively on . . . .”
14
Thursday, August 13, 15

64. © 2013 SuccessTrack, LLC
Sample Phrases
“I focus on . . . .” or “I focus exclusively on . . . .”
“I primarily handle . . . .”
14
Thursday, August 13, 15

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. © 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. © 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. © 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. © 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. © 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. © 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. © 2013 SuccessTrack, LLC
Why Niche?
16
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73. © 2013 SuccessTrack, LLC
Why Niche?
1. Segmentation/specialization is
everywhere
16
Thursday, August 13, 15

74. © 2013 SuccessTrack, LLC
Why Niche?
1. Segmentation/specialization is
everywhere
2. Create a unique identity
16
Thursday, August 13, 15

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. © 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. © 2013 SuccessTrack, LLC
Veterans Disability
17
VeteransDisabilityInfo.com
Thursday, August 13, 15

78. © 2013 SuccessTrack, LLC
Why Niche?
18
Thursday, August 13, 15

79. © 2013 SuccessTrack, LLC
Why Niche?
5. Creates efficiency and increased
profitability
18
Thursday, August 13, 15

80. © 2013 SuccessTrack, LLC
Why Niche?
5. Creates efficiency and increased
profitability
6. Easier to market
18
Thursday, August 13, 15

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. © 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. © 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. © 2013 SuccessTrack, LLC
Myths
19
Thursday, August 13, 15

85. © 2013 SuccessTrack, LLC
Myths
1. It’s only successful for solos & small firms
19
Thursday, August 13, 15

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. © 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. © 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. © 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. © 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. © 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. © 2013 SuccessTrack, LLC
Challenges
20
Thursday, August 13, 15

93. © 2013 SuccessTrack, LLC
Challenges
1. Finding the 1-3 niches
20
Thursday, August 13, 15

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. © 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. © 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. © 2013 SuccessTrack, LLC
Faith Community
21
ChurchLawGroup.com
Thursday, August 13, 15

98. © 2013 SuccessTrack, LLC
Mistakes
22
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99. © 2013 SuccessTrack, LLC
Mistakes
1. Not doing enough research and
planning
22
Thursday, August 13, 15

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. © 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. © 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. © 2013 SuccessTrack, LLC
Sports
23
SALawUS.com
Thursday, August 13, 15

104. © 2013 SuccessTrack, LLC
24
Example: Student Defense
DCStudentDefense.com
Thursday, August 13, 15

105. © 2013 SuccessTrack, LLC
25
Example: Discovery
RedgraveLLP.com
Thursday, August 13, 15

106. © 2013 SuccessTrack, LLC
25
Example: Discovery
RedgraveLLP.com
Thursday, August 13, 15

107. © 2013 SuccessTrack, LLC
Niche Success for Lawyers
26
Thursday, August 13, 15

108. © 2013 SuccessTrack, LLC
Niche Success for Lawyers
Part Two:
The Process
26
Thursday, August 13, 15

109. © 2013 SuccessTrack, LLC
NAT Part 1: Your Experience
27
Thursday, August 13, 15

110. © 2013 SuccessTrack, LLC
NAT Part 1: Your Experience
27
1. % of matter types in the last 5
years
Thursday, August 13, 15

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. © 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. © 2013 SuccessTrack, LLC
NAT Part 1: Your Experience
28
Thursday, August 13, 15

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. © 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. © 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. © 2013 SuccessTrack, LLC
Example: Landlords Only
29
LandlordLawFirm.com
Thursday, August 13, 15

118. © 2013 SuccessTrack, LLC
E-Transactions
30
BertraLaw.com
Thursday, August 13, 15

119. © 2013 SuccessTrack, LLC
Trend Research
31
Thursday, August 13, 15

120. © 2013 SuccessTrack, LLC
Trend Research
• Major Legal Trends
31
Thursday, August 13, 15

121. © 2013 SuccessTrack, LLC
Trend Research
• Major Legal Trends
• JOBS Act (Jumpstart Our Business Startups)
31
Thursday, August 13, 15

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. © 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. © 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. © 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. © 2013 SuccessTrack, LLC
A Mega-Trend
32
Thursday, August 13, 15

127. © 2013 SuccessTrack, LLC
A Mega-Trend
Aging Society (Shock of Gray, Ted
Fishman)
32
Thursday, August 13, 15

128. © 2013 SuccessTrack, LLC
A Mega-Trend
Aging Society (Shock of Gray, Ted
Fishman)
• Undue influence
32
Thursday, August 13, 15

129. © 2013 SuccessTrack, LLC
A Mega-Trend
Aging Society (Shock of Gray, Ted
Fishman)
• Undue influence
• Employment
32
Thursday, August 13, 15

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. © 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. © 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. © 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. © 2013 SuccessTrack, LLC
Example: T&E in the Arts
33
PVACounsel.com
Thursday, August 13, 15

135. © 2013 SuccessTrack, LLC
NAT Part 2: The Marketplace
34
Thursday, August 13, 15

136. © 2013 SuccessTrack, LLC
NAT Part 2: The Marketplace
34
1. Nature of the legal or business
issue
Thursday, August 13, 15

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. © 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. © 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. © 2013 SuccessTrack, LLC
NAT Part 2: The Marketplace
35
Thursday, August 13, 15

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
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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
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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. © 2013 SuccessTrack, LLC
Competitive Intelligence
36
Thursday, August 13, 15

145. © 2013 SuccessTrack, LLC
Competitive Intelligence
• Ask contacts who else focuses on
X
36
Thursday, August 13, 15

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. © 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. © 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. © 2013 SuccessTrack, LLC
Green Tech
37
GrahamDunn.com
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150. © 2013 SuccessTrack, LLC
Restaurants
38
ShefskyLaw.com
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151. © 2013 SuccessTrack, LLC
Immigration
39
Wolfsdorf.com
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152. © 2013 SuccessTrack, LLC
Franchising
40
FranchiseLawSource.com
Thursday, August 13, 15

153. © 2013 SuccessTrack, LLC
Example: T&E – Military
41
NostrandLaw.com
Thursday, August 13, 15

154. © 2013 SuccessTrack, LLC
Environment
42
BDLaw.com
Thursday, August 13, 15

155. © 2013 SuccessTrack, LLC
Water
43
WaterLaw.com
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156. © 2013 SuccessTrack, LLC
Telecom
44
FHHLaw.com
Thursday, August 13, 15

157. © 2013 SuccessTrack, LLC
Bike Accidents
45
CyclistAtLaw.com
Thursday, August 13, 15

158. © 2013 SuccessTrack, LLC
Example: Karate
46
KarateLaw.com
Thursday, August 13, 15

159. © 2013 SuccessTrack, LLC
Marijuana
47
LASDopestAttorney.com
Thursday, August 13, 15

160. © 2013 SuccessTrack, LLC
NFA Trusts
48
CTGunLawyer.com
Thursday, August 13, 15

161. © 2013 SuccessTrack, LLC
Niche Success for Lawyers
49
Thursday, August 13, 15

162. © 2013 SuccessTrack, LLC
Niche Success for Lawyers
Part Three:
Marketing
49
Thursday, August 13, 15

163. © 2013 SuccessTrack, LLC
Business Development Outline
50
Thursday, August 13, 15

164. © 2013 SuccessTrack, LLC
Business Development Outline
50
1. Set your course
Thursday, August 13, 15

165. © 2013 SuccessTrack, LLC
Business Development Outline
50
1. Set your course
2. Target specific work/audiences
Thursday, August 13, 15

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. © 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. © 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. © 2013 SuccessTrack, LLC
Business Development Outline
51
Thursday, August 13, 15

170. © 2013 SuccessTrack, LLC
Business Development Outline
51
6. Build/expand online
presence
Thursday, August 13, 15

171. © 2013 SuccessTrack, LLC
Business Development Outline
51
6. Build/expand online
presence
7. Activate referral sources
Thursday, August 13, 15

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. © 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. © 2013 SuccessTrack, LLC
Promoting Your Niche
52
Thursday, August 13, 15

175. © 2013 SuccessTrack, LLC
Promoting Your Niche
52
1. Effective messages
Thursday, August 13, 15

176. © 2013 SuccessTrack, LLC
Promoting Your Niche
52
1. Effective messages
2. Multiple channels
Thursday, August 13, 15

177. © 2013 SuccessTrack, LLC
Promoting Your Niche
52
1. Effective messages
2. Multiple channels
3. Referral sources
Thursday, August 13, 15

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. © 2013 SuccessTrack, LLC
Marketing Language Shift
53
FROM
Thursday, August 13, 15

180. © 2013 SuccessTrack, LLC
Marketing Language Shift
53
FROM
Lawyer-centric
Thursday, August 13, 15

181. © 2013 SuccessTrack, LLC
Marketing Language Shift
53
FROM
Lawyer-centric
Practice
area
Thursday, August 13, 15

182. © 2013 SuccessTrack, LLC
Marketing Language Shift
53
FROM
Lawyer-centric
Practice
area
TO
Thursday, August 13, 15

183. © 2013 SuccessTrack, LLC
Marketing Language Shift
53
FROM
Lawyer-centric
Practice
area
Process
TO
Thursday, August 13, 15

184. © 2013 SuccessTrack, LLC
Marketing Language Shift
53
FROM
Lawyer-centric
Practice
area
Process
TO
Client-centric
Thursday, August 13, 15

185. © 2013 SuccessTrack, LLC
Marketing Language Shift
53
FROM
Lawyer-centric
Practice
area
Process
Features
TO
Client-centric
Thursday, August 13, 15

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. © 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. © 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. © 2013 SuccessTrack, LLC
Value Proposition
54
Thursday, August 13, 15

190. © 2013 SuccessTrack, LLC
Value Proposition
Key word = VALUE from
client’s POV
54
Thursday, August 13, 15

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. © 2013 SuccessTrack, LLC
Value Proposition
Key word = VALUE from
client’s POV
The Formula:
We help [specific target]
54
[verb + problem/
opportunity]
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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. © 2013 SuccessTrack, LLC
PAR Stories
55
Thursday, August 13, 15

195. © 2013 SuccessTrack, LLC
PAR Stories
• A structure to create a catalog of
stories that illustrate your value
55
Thursday, August 13, 15

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. © 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. © 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. © 2013 SuccessTrack, LLC
Multiple Channels
56
Thursday, August 13, 15

200. © 2013 SuccessTrack, LLC
Multiple Channels
• Personal networking
56
Thursday, August 13, 15

201. © 2013 SuccessTrack, LLC
Multiple Channels
• Personal networking
• Speaking
56
Thursday, August 13, 15

202. © 2013 SuccessTrack, LLC
Multiple Channels
• Personal networking
• Speaking
• Writing
56
Thursday, August 13, 15

203. © 2013 SuccessTrack, LLC
Multiple Channels
• Personal networking
• Speaking
• Writing
• Site and blog
56
Thursday, August 13, 15

204. © 2013 SuccessTrack, LLC
Online Presence
57
Thursday, August 13, 15

205. © 2013 SuccessTrack, LLC
Online Presence
• LinkedIn, Facebook biz page
57
Thursday, August 13, 15

206. © 2013 SuccessTrack, LLC
Online Presence
• LinkedIn, Facebook biz page
• Site & bio page
57
Thursday, August 13, 15

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. © 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. © 2013 SuccessTrack, LLC
Follow Up Resources
58
Thursday, August 13, 15

210. © 2013 SuccessTrack, LLC
Follow Up Resources
Email w/ requests for specific info:
58
Thursday, August 13, 15

211. © 2013 SuccessTrack, LLC
Follow Up Resources
Email w/ requests for specific info:
bill@successtrackesq.com
58
Thursday, August 13, 15

212. © 2013 SuccessTrack, LLC
Follow Up Resources
Email w/ requests for specific info:
bill@successtrackesq.com
203.876.8999
58
Thursday, August 13, 15