When a business client went looking for an intellectual property attorney, they didn’t want a general IP attorney. They wanted an attorney who specialized in emojis. And they weren’t alone. The American Lawyer recently explored the shifting trend away from lawyers with general backgrounds in a wide variety of legal issues toward lawyers with deep experience in one narrow legal niche.

The feature piece, entitled “The Age of the Specialist Is Upon Us,” was published Nov. 30, 2018 on law.com and includes advice from legal marketing expert and Furia Rubel CEO Gina Rubel. Rubel advised that, while specialization may be on the minds of Big Law, marketing specialty practices may be even more important for regional firms attempting to stave off Big Law encroachment into their markets.

Specializing in one particular area of law enables firms to tout their expertise through cohesive, integrated marketing, Rubel said, adding, “A firm needs to determine who they are and where they want to go if they want to be more effective with their (marketing) dollars.”

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