Niche marketing or ‘power niching’ as I’ve also heard it referred to as  - as opposed to mass marketing positions you to speak in the most relevant way with your ideal audience of prospective clients. Other benefits including cost efficiency (so you can focus your resources on a specific group/industry), expert branding (you become the industry expert), level playing field (as an expert in a particular area, whether you are part of an Am Law 100 firm or solo practitioner, many clients aren’t too concerned about size as long as you knowledgeable on issues they need addressed in their lives or business.