There’s a famous scene in ‘Jaws’ that sort of predicts an obvious deficiency of the heroes, when Roy Scheider suggests, ‘You’re gonna need a bigger boat’.
For sure, Americans love big things. The bigger, the better.
And, law firm owners tend to think the same way: Let’s get as many clients as we can, in as many areas as possible.
But, that’s not the goal of any business. And, holding yourself out as the solution for as many people as possible opens you up to further competition, and likely means that your message will be unfocused. That shit might work for Amazon, but not for your local family law firm.
So, drilling down on client avatars makes sense, to figure out who it is that you want to work – and, who you don’t.
Creating a niche practice is another way to refine your message and eliminate competition.
Being your authentic self in the way that you market your law firm will certainly turn some people on, while turning others off. So, roll the dice; and, let folks self-select to work with you.
Product-market fit can mean a lot of things; but, in the law firm context, many lawyers aim too broadly.
Maybe you just need a smaller, more well-equipped boat.