I recently interviewed Barry Kurtz for Practice Boomers. The subject was “Niche Market Branding.” Barry is a well-known franchise attorney in Los Angeles — a brand that took him many years to establish. It all started 30 years ago when a client of his asked him if he could help them with a franchise matter. Barry seized the opportunity, saying "Sure, I know all about franchise law.” Then he proceeded to learn all about franchise law.
From there, he immersed himself in that niche until he knew more about it than his competitors. Now, his reputation attracts business. Everyone in his network knows him as "the franchise attorney." Most of his clients find him through word-of-mouth or through his website. (If you Google “franchise lawyer,” Barry shows up midway down the first page. And his site has become a significant feeder for his practice.)
Here’s a short excerpt from the interview:
Barry Kurtz interview - excerpt
Barry is an example of how a memorable brand is only achievable when you turn your back on the wider market and focus exclusively on your niche. You have to stop being a generalist. Barry did this years ago, and now his brand boils down to one simple, unforgettable concept: franchise law.
What’s your unforgettable concept?
You can hear the full interview with Barry Kurtz by signing up for a 14 day free trial of Practice Boomers.
