How to Narrow your Legal Practice and Get More Business

I'm back from my blog hiatus after getting my new legal marketing book, "Courting Your Clients: The Essential Guide to Legal Marketing," ready to go to press.

Last week I had the opportunity to attend the very informative business development conference sponsored by the Legal Sales & Service Organization (www.legalsales.org) entitled "Raindance."

Cordell Parvin, of Cordell Parvin LLC and a former partner at Jenkens & Gilchrist, was one of the speakers at the Raindance conference. He told the story of how he created a highly successful legal practice in transportation law by continually narrowing his practice. Gain a deep understanding of the industry issues facing your legal clients, Parvin advises, then create a solutions-based approach that includes your services. Publicize the solution widely through speaking, legal articles, white papers, PR and other outreach efforts. This strategy worked well for Mr. Parvin, who has advised clients on Boston's "big dig," the new Denver airport and other national transportation projects.

What are the pain points in your industry? What steps should your legal clients take proactively to protect their business or family? Give this some serious thought and you are likely to come up with a business development platform that can work for you.