British Military Intelligence, the FBI, Legal Tech & Cybersecurity… What Do They Have in Common with Law Firms?

This Week We're Looking At…

British Military Intelligence, the FBI, Lawyers & Legal Tech; Why Niching Down Transformed My Business (and How It Can Transform Yours)

You’ve built a profitable law firm, you’ve got a strong reputation, but now you’re stuck.

You’ve tried new strategies, worked longer hours, and poured energy into growth, but you haven't got the results you hoped for - something’s missing.

Here’s the thing: the traditional law firm model - trading time for money and doing what’s familiar - is the roadblock. You weren’t taught how to run a business at law school. That’s why, despite your efforts, the business feels stagnant.

What if the answer lies not in working harder but in working differently?

Let me share how one decision completely changed my business—and how it can help yours.

“Why I Was Stuck—and Why You Might Be Too”

For seven years, I was a “generalist” business coach. I helped everyone, from manufacturers to fitness brands to law firms. My clients had incredible results (some grew profits by 1,000% in just a few years), but growing my own business? That was a grind.

Why?

Because my marketing didn’t stand out. I was trying to appeal to everyone, and that made me just another face in a crowded market.

The turning point came when my coach, Zander, gave me the metaphorical “slap” I needed.

The conversation went something like this:

After explaining why niching down is critical to developing effective marketing, he asked me a question:

Zander, "John, what would be your ideal target market?"

Me, "I don't know, I've helped many different businesses in different industries and a lot of them have had huge success. I don't know which to choose"

Zander, "What's been your biggest client success?"

Me, "Oh, that's easy. That would be Stephen Ward, MD of Clerksroom. When we met he was working 90 hours a week, stuck in his business and barely making any profit. In 1 year he halved his working hours, in 3 years net profit was ￡1M and he was on? holiday 6 months a year, in 5 years net profit was ￡2M and he was working about 3 hours a week. His business is now valued at Tens of Millions."

Zander, "John, why are people not smashing your door down to work with you?"

?Me,?? " (stunned silence) ............ Its because my marketing is crap isn't it!"

It stung, but he was right. By trying to help everyone, I wasn’t standing out to anyone.

This was the "slap" I needed, and the "sliding doors"* moment when I decided to specialise in supporting owners of law firms.

It was enlightening and scary at the same time.

(* meaning seemingly inconsequential moments that nonetheless alter the trajectory).

“The Power of Niching Down: Why Specializing Works”

Here’s what happened when I focused 100% on law firms:

1. I became a specialist: Instead of being “just another business coach,” I stood out in the crowded marketplace. Law firms knew I understood their unique challenges.
2. I had better conversations: I could speak their language, relate to their struggles, and build trust faster.
3. I created tailored tools: My systems were designed specifically for law firms, not generic templates.
4. I attracted opportunities: More referrals, podcast invites, offered UK & USA speaking opportunities, and even a book collaboration came my way.
5. Client results skyrocketed: Law firm owners halved their hours, doubled profits, and built businesses they could step away from.
6. Business growth became easier: Clients came to me more often - better clients, too - and I didn't need to "chase" business; I got to choose who I work with.
7. I gained recognition: Winning awards like “Outstanding Client Results” and “Global Coach of the Year” was a result of focus, not luck.

So, why am I working with former British Military Intelligence operatives and FBI agents in Cybersecurity, and Legal Tech businesses?

Here’s the kicker:

My decision to niche didn’t just gain the attention of law firm owners. It made me stand out to business owners across many specialist industries, including cybersecurity (this is where former British Military Intelligence and FBI agents come in :-), and legal-tech businesses. They saw my expertise and asked If I could help them.

The crazy thing is, as a specialist you not only stand out in your market, your stand out!

Your depth of knowledge and understanding is there for everyone to see. Your website, marketing content, articles, posts, videos, conversations, etc deliver better value to all businesses, not just your target market.?

You stand out as an expert. And everyone wants to work with experts.

So, what exactly am I doing with former British Military Intelligence operatives, Special Forces advisors and FBI agents in Cybersecurity, and Legal-Tech businesses?

I can't go into specifics. Let's just say I'm helping them grow their businesses, and it's a lot of fun. :-)

“What About Your Law Firm?”

The same principle applies to your business. Identifying exactly who you want to work with, and really focusing on your ideal client's needs will unlock that next level of growth.

I know it's counter-intuitive, I felt the same. But trust me, it works.

It just takes a little bit of courage and guidance and your business growth can accelerate more than you ever thought possible.

Once you make the decision and commit, you'll wish you'd done it sooner.

Sometimes, having an outside perspective is what you need to break through. If you’re ready for a friendly conversation, let’s chat. No pressure - just an opportunity to see what’s possible.

Click here to book your Target Market Call: https://summitbusinesses.com/discovery-call

Checklist to Get Unstuck:

Checklist to Get Unstuck:

1. Define your ideal client - who do you really want to work with? Where do you offer the most value, where do you make the most profit, and who do you have the most fun with?
2. Audit your marketing - does it position you as a specialist or a generalist? Just saying "we specialise in X area of law" isn't good enough, you need to go deeper and really think about which clients in particular suit you best.
3. Block time this week to map out where you want your law firm to be in 3 years. Don't just think revenue (Vanity), think profit (sanity), fun (work-life balance), and purpose (what difference do you want your firm to make?)
4. Book a call to discuss how to bridge the gap between where you are now and where you want to be. Would you be opposed to exploring what's possible? If not click here:-

Click here to book your Target Market Call: https://summitbusinesses.com/discovery-call

It never hurts to have a conversation.

What I’ve Learned Along the Way

Making the leap to specialise was scary at first - I thought I’d lose opportunities. But the truth is, it was the best business decision I ever made. The results speak for themselves, and it’s why I encourage law firm owners like you to think differently and do the same.

I’m John McCarthy, the Law Firm Profit Sherpa.

I support owners of law firms to scale their practices, grow revenue and profit, and increase the value of their business by following the proven P.R.O.F.I.T system (all whilst working fewer hours & having more fun).

Would you like a FREE ticket to the below online event?

It's specifically for owners of law firms.

"How a Law Firm Owner Made an Extra ￡1 Million Net Profit in 3 Years and Halved His Working Hours in 12 Months"

?

Wednesday, 26th?February 2025

?4:00 – 5:00 pm UK? / 11:00 am EST

?

For further information follow this link:

https://summitbusinesses.com/live-workshop-2

?

If you want to discover exactly how you can increase your firm's profits by at least ￡50,000 - ￡100,000 and be able to work at least 10 hours less per week, all within the next 6-12 months, book a 15-minute call here:

https://summitbusinesses.com/discovery-call

?

Have a successful week!

John

·??????? Global Outstanding Client Results 2022

·??????? Global Outstanding Client Results 2023

·??????? Global Coach of the Year 2024

·??????? EMEA Client Employee Engagement Winner