Law.com Subscribers SAVE 30%
Call 855-808-4530 or email [email protected] to receive your discount on a new subscription.
Building the Family Law Practice
It is a tendency for law firms ' whether they are single or multi-practice ' to want to be all things to all people. After all, the reasoning goes, if you can target a larger audience of potential clients, then you are also more likely to attract and convert more of them as well.
The problem with this thinking, however, is that it rests on two false premises. First, it fails to take into account that, in order to be moved toward action (i.e., picking up the phone and calling the attorney), a prospect will most often need to be exposed to that firm a threshold number of times. Business development efforts that fall short of such thresholds are literally throwing money away. Second, in trying to be all things to all people, law firms run the risk of failing to distinguish themselves from their competitors. This is no trivial concern because it necessitates spending even more money just to keep up with those who may be dominating the market.
These truths are particularly pertinent to family law practices, which, all too often, perceive themselves as providing basically the same set of legal services as the scores of competitors down the street. While this may have some legitimacy in that most family law practices handle divorces, custody matters, child support, etc., marketing-savvy firms understand the importance (and the potential gold mine) of carving out a specific niche within the family law arena.
Specialization Is the Key
Differentiation of a family law firm from its competitors can be done in a number of ways, the most common of which is to position the practice as providing legal services to affluent individuals. After all, the larger and more complex the divorce, custody or support issue may be, the greater potential there is to command higher fees. The problem with this approach is that there are a lot of other law practices seeking to carve out this niche as well. Everyone wants a wealthy clientele. And because there is so much competition, the cost of pursuing these clients, in both dollars and time, can be daunting. Instead, law firms seeking to reach the affluent market should actually specialize themselves further: Become the “go-to” law firm for physicians, or other attorneys, or business owners or any target group that typically has complex legal matters to address.
Of course, target marketing by economic status is not the only way in which family law firms can niche themselves. For example, current events may create opportunities. At the moment, with the ongoing debates regarding the legal rights of gay and lesbian couples, some family law practices are touting their proficiency in handling legal matters involving this segment of the population.
Similarly, divorce, child support and custody matters are that much more complex when they involve children with special needs. The parent of such a child would be wise to consider a firm with a special understanding of the relevant issues. And there is a smart law firm out there that is going to fit the bill.
Another example? How about the family law practice that targets local unions? The margins may not be great, but the volume of cases may be well worth the effort of pursuing them.
Conclusion
When a law practice claims a niche, it opens up the door for a whole new range of marketing channels ' from specific types of association newsletters and publications, to highly targeted social media groups. And that means marketing budgets can go that much farther.
The point to targeting a specific niche is that, unless your firm has unlimited resources, effective marketing is never going to be simply about hanging up a shingle that says “Family Law Firm,” and then trying to reach everyone through a laundry list of marketing activities. Success will come from a carefully crafted plan that conveys exactly what the firm is all about and the types of clients that will be most satisfied with the services it provides. That type of family law practice not only generates its fair share of new files, but is able to do so in a much more cost-effective manner. And that's legal marketing at its finest.
Les Altenberg is the President of A.L.T. Legal Professionals Marketing Group, which provides integrated marketing services to law firms nationwide. He can be reached at 856-810-0400 or online at [email protected].
'
'
It is a tendency for law firms ' whether they are single or multi-practice ' to want to be all things to all people. After all, the reasoning goes, if you can target a larger audience of potential clients, then you are also more likely to attract and convert more of them as well.
The problem with this thinking, however, is that it rests on two false premises. First, it fails to take into account that, in order to be moved toward action (i.e., picking up the phone and calling the attorney), a prospect will most often need to be exposed to that firm a threshold number of times. Business development efforts that fall short of such thresholds are literally throwing money away. Second, in trying to be all things to all people, law firms run the risk of failing to distinguish themselves from their competitors. This is no trivial concern because it necessitates spending even more money just to keep up with those who may be dominating the market.
These truths are particularly pertinent to family law practices, which, all too often, perceive themselves as providing basically the same set of legal services as the scores of competitors down the street. While this may have some legitimacy in that most family law practices handle divorces, custody matters, child support, etc., marketing-savvy firms understand the importance (and the potential gold mine) of carving out a specific niche within the family law arena.
Specialization Is the Key
Differentiation of a family law firm from its competitors can be done in a number of ways, the most common of which is to position the practice as providing legal services to affluent individuals. After all, the larger and more complex the divorce, custody or support issue may be, the greater potential there is to command higher fees. The problem with this approach is that there are a lot of other law practices seeking to carve out this niche as well. Everyone wants a wealthy clientele. And because there is so much competition, the cost of pursuing these clients, in both dollars and time, can be daunting. Instead, law firms seeking to reach the affluent market should actually specialize themselves further: Become the “go-to” law firm for physicians, or other attorneys, or business owners or any target group that typically has complex legal matters to address.
Of course, target marketing by economic status is not the only way in which family law firms can niche themselves. For example, current events may create opportunities. At the moment, with the ongoing debates regarding the legal rights of gay and lesbian couples, some family law practices are touting their proficiency in handling legal matters involving this segment of the population.
Similarly, divorce, child support and custody matters are that much more complex when they involve children with special needs. The parent of such a child would be wise to consider a firm with a special understanding of the relevant issues. And there is a smart law firm out there that is going to fit the bill.
Another example? How about the family law practice that targets local unions? The margins may not be great, but the volume of cases may be well worth the effort of pursuing them.
Conclusion
When a law practice claims a niche, it opens up the door for a whole new range of marketing channels ' from specific types of association newsletters and publications, to highly targeted social media groups. And that means marketing budgets can go that much farther.
The point to targeting a specific niche is that, unless your firm has unlimited resources, effective marketing is never going to be simply about hanging up a shingle that says “Family Law Firm,” and then trying to reach everyone through a laundry list of marketing activities. Success will come from a carefully crafted plan that conveys exactly what the firm is all about and the types of clients that will be most satisfied with the services it provides. That type of family law practice not only generates its fair share of new files, but is able to do so in a much more cost-effective manner. And that's legal marketing at its finest.
Les Altenberg is the President of A.L.T. Legal Professionals Marketing Group, which provides integrated marketing services to law firms nationwide. He can be reached at 856-810-0400 or online at [email protected].
Major Differences In UK, U.S. Copyright Laws
This article highlights how copyright law in the United Kingdom differs from U.S. copyright law, and points out differences that may be crucial to entertainment and media businesses familiar with U.S law that are interested in operating in the United Kingdom or under UK law. The article also briefly addresses contrasts in UK and U.S. trademark law.
The Article 8 Opt In
The Article 8 opt-in election adds an additional layer of complexity to the already labyrinthine rules governing perfection of security interests under the UCC. A lender that is unaware of the nuances created by the opt in (may find its security interest vulnerable to being primed by another party that has taken steps to perfect in a superior manner under the circumstances.
Strategy vs. Tactics: Two Sides of a Difficult Coin
With each successive large-scale cyber attack, it is slowly becoming clear that ransomware attacks are targeting the critical infrastructure of the most powerful country on the planet. Understanding the strategy, and tactics of our opponents, as well as the strategy and the tactics we implement as a response are vital to victory.
Legal Possession: What Does It Mean?
Possession of real property is a matter of physical fact. Having the right or legal entitlement to possession is not "possession," possession is "the fact of having or holding property in one's power." That power means having physical dominion and control over the property.
The Stranger to the Deed Rule
In 1987, a unanimous Court of Appeals reaffirmed the vitality of the "stranger to the deed" rule, which holds that if a grantor executes a deed to a grantee purporting to create an easement in a third party, the easement is invalid. Daniello v. Wagner, decided by the Second Department on November 29th, makes it clear that not all grantors (or their lawyers) have received the Court of Appeals' message, suggesting that the rule needs re-examination.