This document discusses developing a niche practice and differentiation for lawyers. It recommends that lawyers select a niche area of law to focus on in order to narrow their marketing focus. This makes marketing less time-consuming, expensive and challenging compared to trying to appeal to all potential clients. The document provides tips for discovering a niche area, including considering what the lawyer is passionate about and their strengths. It also recommends lawyers understand the niche industry and relevant laws. Differentiating oneself from other lawyers is also discussed, such as through targeted differentiators like technological proficiency or strategic location. Examples of lawyer niches are provided.

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Cordell M. Parvin
http://www.cordellparvin.com
Developing a Niche
Practice and
Differentiation

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What We Will Cover
Why have a niche
Discover the right niche for
you
How to differentiate
yourself

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Why Have a Niche?
Roy Sutherland Perspective

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Why Have a Niche?
Market to
Everyone
You Market
to No One

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Marketing to Everyone
Time
Consuming

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Marketing to Everyone
Expensive

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Marketing to Everyone
Challenging

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Marketing to Your Niche
Narrows Your Focus

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Marketing to Your Niche
Easier

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Marketing to Your Niche
Takes Less Time and Effort

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Discover Your Niche

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What Do You Want to Accomplish?
Discover Your Niche

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What Are You Passionate About?
Discover Your Niche

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Discover Your Niche
What Are Your Strengths?

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Select
Growing
Industries
Discover Your Niche

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Discover Your Niche

17. Sports
Intellectual Property
Banking
Patent Litigation
Energy
Health Care Regulatory
Discover Your Niche

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You Can Be Dominate
Lawyer in Your Area
Discover Your Niche

19. Client
Need
Passion
Strengths Your
Niche
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Discover Your Niche

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Niche Discovered!
Niche

21. Recommendations
Trust and Rapport
Visibility
Getting Hired
Credibility
Client Meetings
Relationships
Reputation /
Profile
Weak Ties

22. Weak Tie Reach
22
Strong-Tie Buzz
Weak-Tie Buzz

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It’s not what you know,
Today it’s who knows
what you know
It’s not who you know,
After Niche Discovered

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After Niche Discovered
Raise Your Visibility and Credibility

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After Niche Discovered
Understand Industry Business

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After Niche Discovered
Understand Law that Affects Industry

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My Story
Examples

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Travis Crabtree
Examples
Internet Law / Commercial Litigation

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Examples

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Allison Rowe
Examples
Equine

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Examples

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Staci Riordan
Examples
Fashion

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Examples

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Examples
Shawn Tuma
Computer Fraud / Data Security

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Examples

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Differentiation

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Good Great
37
Differentiate Yourself
vs
Lawyer

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Differentiate Yourself
“Good” Lawyers Analyze

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Differentiate Yourself
“Great” Lawyers Analyze and Synthesize

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Differentiate Yourself from Competitors
Differentiate Yourself

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Purple Cow
Differentiate Yourself

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What Can You
Do to Raise
Your Visibility
and Credibility
to Potential
Clients and
Referral
Sources?
Targeted Differentiators

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First to Market
Investment in Client Technologically Proficient
J&G Construction Law Differentiators

44. 44Full Service Quality Service Policy
Strategically Located
J&G Construction Law Differentiators

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Your Targeted Differentiators
Targeted Differentiators

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Objective
Why it is important for each target?
Targeted Differentiators

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Examples
Kevin O’Neill

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Examples

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Examples
Larry gained significant hands-on experience in
heavy construction before attending law school. He
grew up in a family-owned general contracting
company ..., worked as an estimator and project
manager in heavy construction industry for eight
years.

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Cordell M. Parvin
http://www.cordellparvin.com
Developing a Niche
Practice and
Differentiation