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Competition

Most companies already have outside lawyers in my practice area

Most companies above a certain size already have outside lawyers with your expertise, but it doesn't have to be a significant barrier to getting business from them. You're probably in the habit of identifying yourself with some type of legal-service descriptive noun such as "litigator," or "employment lawyer," or such. That makes you look like dozens, maybe hundreds, of other lawyers who use the same terms. Here's how to change that.