Niching Down and Content Marketing with Josh Brown


In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Josh Brown, who is a practicing franchise attorney throughout Indiana. Before becoming a lawyer, Josh was in business management, sales, marketing, and operations. He has since built his law practice around entrepreneurs and building businesses that grow. During the show, Sam and Josh discuss niching down, content marketing, hearing it from your audience, and online versus offline referrals.


Main Questions Asked:

  • Talk about the success you’ve had as a result of having ‘niched down.’
  • Tell us about how your marketing experience influenced your content.
  • Talk about ‘hearing it from your audience.’


Key Lessons Learned:

   Choosing a Niche

  • 85{cf5d02f31badde63b68d55c0bed56ab5356094abc2057734bc0088249d8536d3} of Josh’s business is franchise clients, and 15{cf5d02f31badde63b68d55c0bed56ab5356094abc2057734bc0088249d8536d3} is with growth entrepreneurs.
  • When you start diving into an area of law, it doesn’t take that long to feel comfortable in specializing in that particular the area.
  • The real level of comfort in working within a niche comes after having the opportunity to work with just a few clients.
  • Just because you choose a niche, doesn’t mean that is the only type of client you can take. It simply means that is the niche you’ve chosen from a marketing perspective.
  • If clients reach out to you but aren’t in the target niche, then the decision is yours if you want to take it or not.
  • Many people fear niching down, as they feel as though they are turning away other clients.
  • The reality in niching down is that you are attracting more of the people that you want to serve.
  • As you start niching down, people will give you clues to awaken you to other things that will make you better.


Content Marketing

  • Content marketing is posting helpful information on a consistent basis.
  • Once you know what your niche practice is, it is much easier to get attention online.
  • Josh wanted to take advantage of content marketing and asked himself, ”How can I position myself to show up where I want to show up?”
  • The information in content marketing needs to actually answer people’s questions.
  • As long as you put out good, organic content, you will be rewarded, and you will be ranked high for being a respectable voice in your area.


Josh’s Online Success

  • The combination of having a niche, a blog, and a podcast is what drives Josh’s online success.
  • The best thing is if you can come from it as your own authentic voice.
  • Josh ensures a new blog post is released daily on a franchise or franchise-related topic.
  • Josh’s virtual assistant pushes his content out via HootSuite, which is an automated system.
  • Once you have a lot of content, it’s important to keep a social media calendar of what is going out when.
  • Not all content has to be yours; content curation is a great way to share too.
  •  Avoid the minutiae, do the things that are driving the $500 an hour ideas, and not the $5 an hour ideas.


Hearing it from Your Audience

  • The legal business isn’t always a recurring revenue model, which puts people in the mindset of chasing.
  • The best source of new clients come from the people you’ve already worked with.
  • Clients will tell you what is working, what isn’t, and where you need to improve.


Online Vs. Offline

  • Don’t put all your eggs in the online basket.
  • Getting out and meeting people offline is important too.
  • People want to work with attorneys who are local. It’s much easier to work within your own immediate local network than it is to go online.
  • Putting yourself ‘out here’ takes time both online and offline. Both have success.
  • You have to have a marketing thought process, as well as an endpoint in the game.
  • Ask yourself, ‘How do I get there, and what is the easiest path?’ Then reverse engineer it.


Online Referrals

  • People who reach out and haven’t been referred are more of a’ long tail proposition.’
  • Josh has decided to make online products that are more educational, so people can decide whether or not they want to use his services.
  • The online world is very different in the onboarding process and ultimately getting a client.


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Links to Resources Mentioned

Indy Franchise Law

Franchise Euphoria Podcast


Click To Tweet

Do you fear niching down? Find out why you shouldn’t w/ franchise lawyer @indyfrchslaw & @gaylordpoppllc

Want to do more content marketing for your firm but not sure how?  @indyfrchslaw has tips! @gaylordpoppllc


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