Over the course of 10 years, Richard Jacobs has worked with thousands of attorneys in 17 different practice areas, learning invaluable lessons, accruing an impressive amount of knowledge, and collecting hard-earned tips for attorney marketing. In the 12 Days of Attorney Marketing Christmas series, Richard Jacobs shares a new tip each day—all of which may hold the potential to completely transform your practice and spur professional success.   In the first episode, Jacobs discusses how to niche down your target market in the smartest way possible in order to spread your dollar further. No one can afford to advertise to everyone in the world, and most people can't even afford to advertise to everyone in their city. But as an attorney, spending your money wisely on ads that will reach the right people and therefore give you a return on investment is crucial to growing your practice, fueling more referrals in the future, and simply making more money.

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