Many years ago a trusted colleague and friend told me not to beafraid to specialize in particular areas of the law. He told me itis impossible to be "all things to all people." By specializing, hesaid, I would gain deeper knowledge in certain subjects and wouldbe more likely to attract clients in those specialized areas.

Some states regulate how professionals are permitted to marketand advertise themselves. In fact, lawyers are often prohibitedfrom specifically holding themselves out as "specialists" in areasthat have not been given that specific designation by the statecourts in which they practice.

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

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

• A broker holding itself out as "specializing in transportationinsurance products"

• A broker that "specializes in complicated construction insuranceprograms"

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

Clearly, insurance brokers, agents and producers are out theremarketing themselves as "specialists." And for the same reasons itmakes sense for me as a lawyer to focus my practice in certainareas, the same marketing and risk-avoidance concerns apply toinsurance agents and brokers.