The football coach uses the phrase "deep and wide" to widen the receiver, widen the wide end over the field, and lower the depth of the field with the ball. Going deeply at the receiver catching the ball makes it easier for the offside to score.
Over the years, marketing experts have used the same phrase to explain marketing strategies. One strategy is to cast a broad net to consumers of all reasonable legal services. Law firms with retail business models are more likely to develop multiple professional sectors and attract customers from all income groups and all life. They are like GE. They are often listed in a land collection strategy and marketing activities across the enterprise tend to focus on the company's comprehensive nature.
Other law firms have a narrow focus. It forms a boutique / farm with few special fields. They understand the value of niche and marketing that is deeply involved in their expertise and market niche. The secret of their success is to dig deep into the niche to narrowly eliminate the niche and gain the dominant position of the market.
Personally, for the following two reasons,
1) You decide who you are most enjoying and what you most enjoy as a field of expertise. First of all, "Who really wants to reach out, what are they needed, the practical way to implement this strategy is to divide the client base and to have A / A + level It is up to you to decide to spend 80% of the time on top clients of the company.
2) You can utilize your resources more effectively. Independent advisors are limited both in terms of time and expense. To some extent, marketing is a number game, but getting big numbers is not necessarily effective. It is much more informative and time efficient to go higher quality (deeper) than quantity (increase width) each time. Niche and marketing is far more beneficial for independent advisers. It is easy for you and your support team to focus on fewer clients than you can claim at a higher rate than you earn more customers at a lower rate.
The content you control everywhere in your website, the articles you write or blogging, the educational presentation you give, a group of very specific people with less marketing efforts at a lower cost, at a lower cost It helps to attract to law firm. Please remember this when writing content. Customers with the highest potential for service understand the range of your knowledge and experience. Please broaden your education. However, it will be pleased and willing to pay for your professional knowledge and depth of judgment as it will solve specific problems. Go deeper, more intimate and personally related to them.
Education and relationship marketing is most effective in attracting rich, ultra rich market segments to your law firm. However, by building professional partnerships with non - competitive trusted counselors, you may need to move deeper to find them. Rich clients evaluate deep personal relationships with trusted advisers to calm their fears and solve problems. Understanding how to do it makes you attractive to you and puts your head and shoulders on your competitors.
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