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.

In fact, a quick Internet search using the words "insurance broker specializing" yields the following results:

• A broker which "specializes in insurance and risk management for professional firms"

• A broker holding itself out as "specializing in transportation insurance products"

• A broker that "specializes in complicated construction insurance programs"

• A broker "specializing in all forms of commercial coverage."

Clearly, insurance brokers, agents and producers are out there marketing themselves as "specialists." And for the same reasons it makes sense for me as a lawyer to focus my practice in certain areas, the same marketing and risk-avoidance concerns apply to insurance agents and brokers.