Narrowly focused specialties are key to success in any market sector these days, and the legal profession is no exception. Some law firms and attorneys find that their experiences naturally lead them toward a certain niche, while others clearly identify their focus areas and work diligently toward obtaining the necessary experience to serve them. Regardless of how this chicken/egg scenario plays out, a targeted practice eventually develops and the firm must figure out how to attract relevant audiences and develop business opportunities. Many lawyers understand the importance of defining a niche, but these same professionals often fall short when it comes to effective business development.
A good example of how to make a highly targeted practice highly visible is the tax, trusts and estates department at Cole, Schotz, Meisel, Forman & Leonard, P.A. — in particular, its special-needs planning practice. This practice grew in response to an emerging demand to help parents establish sound estate-planning strategies to protect their children with special needs. Not only are there particular considerations for these parents to keep in mind, there are distinct laws and regulations to deal with when facing these delicate and often emotionally trying situations.
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