Case Study: Law Firm Becomes THE Resource for the Construction Industry

I'm impressed. The mantra of any Slightly Famous marketing strategy is to become the resource for your target market. That means providing valuable information of interest to your prospects that both attracts potential clients and customers to your business while showcasing your expertise.

Law firm Spencer Fane Britt & Browne has created an entire information rich portal for one of their key target markets: the Midwest construction industry. At Midwest Construction Law, a web site rich with free information including articles, special reports, teleseminars and a blog.

This approach exemplifies the Slightly Famous marketing strategy on almost every level.

The more you become known as a source of expert information, the more potential customers trust you. You become part of their world, a center of influence, and because people like to do business with people they know, or know of, you will be their first choice.

Chapter 3, The Brand Is You, Get Slightly Famous

Ask yourself...what if you were to create free, useful content like this for your own target market, what might it mean for your industry positioning, niche market loyalty and credibility among your best prospects? Spend some time looking around the web site as you ponder the possibilities.