At the end of 2016, the state of Florida boasted a whopping 86,000 licensed attorneys. As you can imagine, a large portion of these lawyers practice in the South Florida area. Not to mention the 12 Florida law schools churning out a few thousand fresh, new attorneys every single year.

That's a lot of lawyers in Florida.

It's a brave task, if you ask me, to enter a famously over-saturated field and hope for jaw-dropping success, but hey, I tip my hat to all who take the leap in the Sunshine State.

According to an article in the American Bar Association Journal just a few years back, “too many colleagues” had become “the most serious problem” facing lawyers in Florida.

And here I thought it was just law school loans.

I can't say I blame them, however. No one sets out on a career path desiring to be a small fish in a big pond. Believe it or not, though, among this over-saturated pool of legally learned individuals, are a few all-stars. Ones who have taken that brave leap from billable hours to being their own boss. Ones who have beat the odds, built a successful name for themselves, and are becoming the envy of their law school's graduating class.

How'd they do it? That's always the first question. But the question that needs clarity before any else, is the one that tends to separate the good from the great.

'Can I do it, too?'

(I am typically asked this question with a tone of subtle desperation in any initial marketing consultation.)

Well, that depends.

Are you willing to put yourself out there in ways that might make you uncomfortable in order to build a strong brand and set you apart from your “too many” colleagues?

You see, the reason why these big time solo attorneys end up developing firms of their own worth the kind of money you thought you'd be making when you first received that law school acceptance letter, starts with one thing: great marketing.

You need a brand. A reputation. A thing that everyone knows you for. A “calling card.”

Sure, word of mouth helps. A few big wins don't hurt either. But the number-one trick lawyers in Florida are relying on these days to help them stand apart from their competitors lies very simply in strategic, targeted and creative branding efforts driven by experienced marketing experts. Because contrary to popular belief, creativity and the law can mix, especially when it comes to self-promotion. And if you're seriously about turning your solo law practice into a thriving, money-making justice machine, here are a few insider marketing tips to help you succeed as a solo attorney:

• Commit to a niche.

One of the top mistakes I see new solo-attorneys making, in attempt to get more business and make more money, is trying to promote too many different areas of law at once. How can you be the best family law attorney in Florida when you're also promoting your expertise as a personal injury attorney? Newsflash: you can't be good at all things, but you can be really great at one thing.

Pick the one thing that really drives your law-loving heart and stick to it. Share your passion for it. If Apple were also promoting their ability to make lawnmowers and bake cupcakes, would their reputation for developing the best smart devices in the world be what it is today? Probably not, because it wouldn't have earned the public's trust. And in order to earn the trust of your potential clients, you have to be able to prove that the kind of law they need you for is what gets you out of bed in the morning – nothing less, and nothing more.

• Develop a close personal relationship with social media.

It's a confusing, twisted world, I know, but as a new lawyer trying to get your name out without a budget for billboards on I-95, make social media your new best friend. In any marketing consultation, here's how the first exchange usually goes with my prospective client and I:

Them: “Do I REALLY need social media?”

Me: “Yes.”

Them: “Will it make me look annoying to my followers?”

Me: Would you rather not be noticed at all and avoid the possibility of referrals?

Them: “You're hired.”

Yes, your law firm will still be taken seriously if you run targeted Facebook ads, and of course, an Instagram presence will only help build you a following that can convert to referrals and more business. But the secret to utilizing social media in a way that will make you money, is to have already mastered step #1, and developed a strategic social media plan with a local marketing expert that is consistent, sends a clear message, and works only to help you grow.

• Stick to what you know.

You went to law school. You're good at that: stick to what you know. Trying to be your own marketing guru while simultaneously taking care of your clients, running a small firm, and actually being good at any of it just won't work.

Take it from local Hollywood real estate attorney, Melinda Grimaldi, who knew that at a certain point, it was time to trust an expert:

“As solo practitioners (or small law firms) we end up wearing many hats and the key to success is delegating tasks to free up our valuable time. I tried to get the newsletters and blogging that I needed to get the attention of my target market going for seven years, but never had the time or technical expertise to execute my ideas. By hiring a marketing professional, I was finally able to have assistance in executing those ideas in order to grow my business. Working with a marketing expert helped me realize which areas of the law I was comfortable promoting and speaking on, which helped propel my solo career even further.”

• Don't let a small budget, or lack thereof, discourage you.

There are many marketing firms out there targeting solo practitioners in a way that I find to be so outrageous and unfair. They're commanding upwards of $10,000 a month and delivering very little, something my firm and I could never wrap our heads around. When you're just starting out on your own, a commitment of this kind can feel defeating and very discouraging. Take it from me, there are reasonable boutique firms, like mine, who can help you get ahead without robbing you blind. The truth is, if you can't hire anyone at all, however, you're not destined for failure, I promise! You just have to get a bit more creative with your time and your ability to put yourself out there on your own.

Lenny Ortiz, a Board certified construction law attorney, also in Hollywood, Florida, has practiced on his own for the last four years.

“I had practiced for over ten years when I went out on my own in 2013, so I had an existing but modest book of business at that time. I didn't have a large sum of money at the time to invest in a marketing/SEO firm, so from the start I have relied on personal and online marketing. The first organization I joined was the Hollywood Chamber of Commerce because we live in Hollywood and my office is located downtown. I immediately went through the Leadership Hollywood Program which was a great learning experience and provided a great network of contacts. I remain actively involved with a Leads Group and Construction Trade Group at the Hollywood Chamber. In addition to the Hollywood Chamber, I have become actively involved with the Ft. Lauderdale Chapter of Florida Lawyers Network which is a networking group limited to attorneys and certain professions that service attorneys. The majority of my business comes from referrals and through my own personal marketing.”

While Lenny admits that he'd love to follow rule number three, he is making his own system work for now—and we give him lots of credit for that.

The bottom line is this: it's tough to make a name for yourself in a crowded industry. But it's even tougher to not make a commitment to at least try to set yourself apart from the pack. But with the right marketing plan and a trusted marketing consultant on your side, it won't be long before you get a return on your efforts and investment, and will be thanking your lucky stars for having the courage to brave it all as a solo attorney in Florida.

Michelle Dempsey is the president and founder of Michelle Dempsey Very Well-Written in North Miami Beach.

At the end of 2016, the state of Florida boasted a whopping 86,000 licensed attorneys. As you can imagine, a large portion of these lawyers practice in the South Florida area. Not to mention the 12 Florida law schools churning out a few thousand fresh, new attorneys every single year.

That's a lot of lawyers in Florida.

It's a brave task, if you ask me, to enter a famously over-saturated field and hope for jaw-dropping success, but hey, I tip my hat to all who take the leap in the Sunshine State.

According to an article in the American Bar Association Journal just a few years back, “too many colleagues” had become “the most serious problem” facing lawyers in Florida.

And here I thought it was just law school loans.

I can't say I blame them, however. No one sets out on a career path desiring to be a small fish in a big pond. Believe it or not, though, among this over-saturated pool of legally learned individuals, are a few all-stars. Ones who have taken that brave leap from billable hours to being their own boss. Ones who have beat the odds, built a successful name for themselves, and are becoming the envy of their law school's graduating class.

How'd they do it? That's always the first question. But the question that needs clarity before any else, is the one that tends to separate the good from the great.

'Can I do it, too?'

(I am typically asked this question with a tone of subtle desperation in any initial marketing consultation.)

Well, that depends.

Are you willing to put yourself out there in ways that might make you uncomfortable in order to build a strong brand and set you apart from your “too many” colleagues?

You see, the reason why these big time solo attorneys end up developing firms of their own worth the kind of money you thought you'd be making when you first received that law school acceptance letter, starts with one thing: great marketing.

You need a brand. A reputation. A thing that everyone knows you for. A “calling card.”

Sure, word of mouth helps. A few big wins don't hurt either. But the number-one trick lawyers in Florida are relying on these days to help them stand apart from their competitors lies very simply in strategic, targeted and creative branding efforts driven by experienced marketing experts. Because contrary to popular belief, creativity and the law can mix, especially when it comes to self-promotion. And if you're seriously about turning your solo law practice into a thriving, money-making justice machine, here are a few insider marketing tips to help you succeed as a solo attorney:

• Commit to a niche.

One of the top mistakes I see new solo-attorneys making, in attempt to get more business and make more money, is trying to promote too many different areas of law at once. How can you be the best family law attorney in Florida when you're also promoting your expertise as a personal injury attorney? Newsflash: you can't be good at all things, but you can be really great at one thing.

Pick the one thing that really drives your law-loving heart and stick to it. Share your passion for it. If Apple were also promoting their ability to make lawnmowers and bake cupcakes, would their reputation for developing the best smart devices in the world be what it is today? Probably not, because it wouldn't have earned the public's trust. And in order to earn the trust of your potential clients, you have to be able to prove that the kind of law they need you for is what gets you out of bed in the morning – nothing less, and nothing more.

• Develop a close personal relationship with social media.

It's a confusing, twisted world, I know, but as a new lawyer trying to get your name out without a budget for billboards on I-95, make social media your new best friend. In any marketing consultation, here's how the first exchange usually goes with my prospective client and I:

Them: “Do I REALLY need social media?”

Me: “Yes.”

Them: “Will it make me look annoying to my followers?”

Me: Would you rather not be noticed at all and avoid the possibility of referrals?

Them: “You're hired.”

Yes, your law firm will still be taken seriously if you run targeted Facebook ads, and of course, an Instagram presence will only help build you a following that can convert to referrals and more business. But the secret to utilizing social media in a way that will make you money, is to have already mastered step #1, and developed a strategic social media plan with a local marketing expert that is consistent, sends a clear message, and works only to help you grow.

• Stick to what you know.

You went to law school. You're good at that: stick to what you know. Trying to be your own marketing guru while simultaneously taking care of your clients, running a small firm, and actually being good at any of it just won't work.

Take it from local Hollywood real estate attorney, Melinda Grimaldi, who knew that at a certain point, it was time to trust an expert:

“As solo practitioners (or small law firms) we end up wearing many hats and the key to success is delegating tasks to free up our valuable time. I tried to get the newsletters and blogging that I needed to get the attention of my target market going for seven years, but never had the time or technical expertise to execute my ideas. By hiring a marketing professional, I was finally able to have assistance in executing those ideas in order to grow my business. Working with a marketing expert helped me realize which areas of the law I was comfortable promoting and speaking on, which helped propel my solo career even further.”

• Don't let a small budget, or lack thereof, discourage you.

There are many marketing firms out there targeting solo practitioners in a way that I find to be so outrageous and unfair. They're commanding upwards of $10,000 a month and delivering very little, something my firm and I could never wrap our heads around. When you're just starting out on your own, a commitment of this kind can feel defeating and very discouraging. Take it from me, there are reasonable boutique firms, like mine, who can help you get ahead without robbing you blind. The truth is, if you can't hire anyone at all, however, you're not destined for failure, I promise! You just have to get a bit more creative with your time and your ability to put yourself out there on your own.

Lenny Ortiz, a Board certified construction law attorney, also in Hollywood, Florida, has practiced on his own for the last four years.

“I had practiced for over ten years when I went out on my own in 2013, so I had an existing but modest book of business at that time. I didn't have a large sum of money at the time to invest in a marketing/SEO firm, so from the start I have relied on personal and online marketing. The first organization I joined was the Hollywood Chamber of Commerce because we live in Hollywood and my office is located downtown. I immediately went through the Leadership Hollywood Program which was a great learning experience and provided a great network of contacts. I remain actively involved with a Leads Group and Construction Trade Group at the Hollywood Chamber. In addition to the Hollywood Chamber, I have become actively involved with the Ft. Lauderdale Chapter of Florida Lawyers Network which is a networking group limited to attorneys and certain professions that service attorneys. The majority of my business comes from referrals and through my own personal marketing.”

While Lenny admits that he'd love to follow rule number three, he is making his own system work for now—and we give him lots of credit for that.

The bottom line is this: it's tough to make a name for yourself in a crowded industry. But it's even tougher to not make a commitment to at least try to set yourself apart from the pack. But with the right marketing plan and a trusted marketing consultant on your side, it won't be long before you get a return on your efforts and investment, and will be thanking your lucky stars for having the courage to brave it all as a solo attorney in Florida.

Michelle Dempsey is the president and founder of Michelle Dempsey Very Well-Written in North Miami Beach.