“What I Don’t Do.”

Cliff Ennico is a self-described “Affordable Wall Street Lawyer.” He tries his best to charge flat fees for his services; services that are focused around the needs of small businesses and start-ups. These fees (and his hourly rate, if it is needed) are transparently available on his website. He has understood what people like and, more importantly, don’t like about getting legal assistance. His approach is less painful, more helpful, and more upfront than most other practices.

Though he has obviously created a nice middle position to reach out to so many, one area that is most impressive is inclusion of what he doesn’t do, including any litigation or criminal work. Though there is, obviously, a place for that type of work in our society, he had decently chosen to ignore areas that are likely the most lucrative to address the needs of the common man.

In his approach, he has understood his brand and core offering, firstly by easily helping people understand what he does, but more specifically by delineating what he doesn’t do.

Have you done this?

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