Many years ago a trusted colleague and friend told me not to be afraid to specialize in particular areas of the law. He told me it is impossible to be “all things to all people.” By specializing, he said, I would gain deeper knowledge in certain subjects and would be more likely to attract clients in those specialized areas.

Some states regulate how professionals are permitted to market and advertise themselves. In fact, lawyers are often prohibited from specifically holding themselves out as “specialists” in areas that have not been given that specific designation by the state courts in which they practice.

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