A sector strategy is about strengthening key client relationships and making you more attractive to targets in areas you know and serve best, explains Douglas McPherson

Admittedly, a sector-based marketing approach is nothing new, but as clients become more discerning and the market gets more competitive, it will only continue to grow in importance. The reason sector marketing has achieved such prevalence is simply that clients rarely search out a lawyer by service line; they tend to go to a lawyer they’ve heard of through a connection (referral or research) that’s come out of their own business activities.

Marketing yourself along industry rather than legal lines allows you to create those connections more easily – not to mention more time- and cost-effectively – because you will be packaging and promoting yo...

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