Law firm marketing specialist, Chris Dreyer, recently penned Niching Up: The Narrower the Market, the Bigger the Prize. It tells of how a focused practice can lead to a larger client pool, higher value cases, better margins, and clearer marketing spend. Chris, himself, has seen the advantages of specializing and wants to share the pros and cons in his new book.

About Chris Dreyer

Chris has been running since 2013. His marketing firm first specialized in legal marketing. In 2020, he took his own advice and niched up. Now he focuses exclusively on SEO for personal injury attorneys. And has made the Inc. 5000 list for fastest-growing privately held companies four years in a row.

Advantages of Niching Up

In his book, Niching Up, Chris discusses the pros and cons of narrowing a law firm’s market focus. He likes to say, “the riches are in the niches.” He notes that lawyers find more than efficiencies in specialization. They can also focus their marketing dollars more easily on their ideal client. Additionally, as a law firm becomes known as an expert, they can find higher dollar cases and more reciprocity in referrals.

“The riches are in the niches.”

Chris dreyer

Contrary to some popular advice, Chris suggests that a lawyer shouldn’t simply dive headlong into a niche. Niching Up suggests that lawyers need experience before they can effectively specialize. Chris notes that a lawyer should select a niche only after they gain awareness of a particular opportunity. Many times, a law office can look at its own numbers to determine what area of law brings them the most benefit.

Finding a Law Firm’s Niche

Niching, when appropriately applied, can help law firms save money and make more money at the same time. Specialization helps firms focus their marketing efforts. It also can make lawyers stand out in a crowd.

When a law firm specializes, it is easier to define its ideal clients. A lawyer who is trying to be everything to everyone often feels that everyone is a potential client. By defining a niche, lawyers can focus on what makes their potential clients special. A law firm focused on high-value estate planning has an easier time defining its clients than one that does probate, business law, and DUIs.

Additionally, a focused practice wastes less money marketing to the masses. Often in the legal marketing space, lawyers feel the need to saturate the market in order to get clients. This is because it’s the only way to stand out. With specialization, lawyers can meet their ideal clients where they are—be it TikTok, Facebook, or even industry publications.

Interview with Chris Dreyer

Recently, Lawyerist Lab Coach and CEO Stephanie Everett sat down with Chris to discuss how a lawyer can benefit from niching. Watch their interview below to learn more.

How to Get It

For lawyers who want to see how specialization can affect their practice, Niching Up is already out on Better yet, those who want to jump in right away can go to and download the first chapter for free.

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Last updated November 17th, 2022