GROW YOUR LAW FIRM IN 2018
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WHY SOME LAW FIRMS STILL LOSE 39 PERCENT OF INCOMING CALLS TO COMPETITORS
–Richard Jacobs If you’d like to have a copy of the report so you can start boosting conversions right away, it’s yours. No charge. Request yours over here: speakeasymarketinginc.com/ convert-more-incoming-calls-into- paying-clients could quickly and easily identify and disqualify time wasters? And what if you could be confident that only real potential clients — with the kind of legal problem you can solve and the money to pay — were scheduled for consultations? You can do all that and more. With the right script, we’ve seen conversions skyrocket time and again. Don’t have a script or strategy? I’m happy to give you the exact script and strategy that we use with our attorney marketing clients to help them convert more first-time callers into high-paying clients. It’s all laid out for you in a special report called “Convert 20% More Incoming Calls Into Paying Clients.” As I said, some attorneys have turned 60–70 percent of incoming calls (or more) into paying clients by using this exact strategy.
firm loses 39 percent of incoming phone calls to their competitors. The reason is simple: They don’t have a simple, repeatable system in place for converting first- time callers into eagerly paying clients. Why is that so important? Because most first-time callers have never experienced legal trouble, and they’ve never called an attorney’s office. They have no idea what to do, they’re unsure about what will happen, and often, everything they “know” about attorneys comes straight from Law & Order reruns. Bottom line: Most incoming callers feel nervous, uncertain, intimidated, and even scared. This presents you with a golden opportunity to create a strong first impression every time you get an incoming call. You have a chance to help callers feel understood and valued so you can
If I were to say that you could increase your conversion rate to 60–70 percent of all incoming calls, would you want to know more? I realize that if you’re not currently experiencing that level of conversion on a regular basis, then numbers like that may sound like hype. However, I assure you that it’s not only possible, but the highest-converting law firms actually claim a whopping 80 percent call-to-closing ratio. How? It all comes down to the specific way that you and your staff answer all incoming calls. If you answer a certain way, it’s possible to convert six, seven, and even eight out of every 10 first-time callers into paying clients — without any high-pressure sales tactics or anything weird. Done correctly, you can potentially add thousands of dollars in monthly revenue to your bottom line. But answering the wrong way — the way I’ve heard on calls with hundreds of firms — can cost you, quite literally, thousands of dollars in lost new-client revenue every single month. It happens far more often than necessary. In fact, a survey of over 120 law firms showed the average
generate an appointment. But you don’t want just any appointment.
No way. That wastes your time. Instead, you need to weed out the tire kickers and only schedule appointments with high-quality potentials. And that requires a strategy. What if you had a simple script that made it much easier? What if you
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MARKETING HORROR STORIES A Lesson in What Not to Do
• In the 1990s, Hoover Company in the United Kingdom offered two round-trip plane tickets with the purchase of a vacuum. Unfortunately, even in the ‘90s, most vacuums were still cheaper than plane tickets, and Hoover lost 50 million pounds in what remains the biggest promotional disaster ever. CARTOON NETWORK CAUSES A BOMB SCARE Guerrilla marketing can create valuable word of mouth — think about the success of the movie “It” last year. The marketing for the film included simple red balloons tied to storm drains. But Cartoon Network didn’t have quite the same luck in 2007 when they tried to promote their show “Aqua Teen Hunger Force.” When the network put electronic devices featuring a character from the show all over Boston, city residents thought the strange contraptions looked like bombs and called the police. This triggered a terrorist scare that ultimately cost the general manager of Cartoon Network his job. successful over time and being worn down and defeated over time. They may seem relatively insignificant, but they’re actually game changers. One of the most effective “small advantages” that can quickly become a game changer for your firm is raising your call-to-conversion ratio. I have a guide that details how this is done, and I’m happy to send it along if you’d like. Some attorneys have even used the information in the guide to convert 60–70 percent of incoming calls into paying clients. Visit this link to request a copy: speakeasymarketinginc.com/ convert-more-incoming-calls-into- paying-clients
locked themselves in their homes. A few days later, another letter arrived, revealing the identity of the “secret admirer” as the new Fiat Cinquecento. Yes, the creepy letters were part of a marketing campaign by the Italian car company. Fiat apologized and ended the campaign after criticism from consumer protection groups, Social Minister Cristina Alberdi, and the 50,000 women who received the letters. KFC AND HOOVER CAN’T DO MATH A shocking number of companies hold giveaway promotions without calculating exactly how much they will cost. Here are a few examples. • Back when “Oprah” was the biggest show on television, KFC ran an ad offering a free two-piece chicken meal with two sides and a biscuit for anyone who went to their website and downloaded a coupon. Over 10.5 million coupons were downloaded, and KFC had to give away $42 million in free food.
Every marketing professional wants their campaign to be memorable. They want consumers to take notice — or take the bait — and make their company a big profit. But sometimes, things don’t go exactly as planned. The campaigns below certainly won the attention of consumers, but in each case, what started out as a marketing dream quickly turned into a nightmare. FIAT’S DIRECT MAIL DISASTER In 1992, women across Spain received anonymous letters inviting them to go on a “little adventure.” The letters stated, “We met again on the street yesterday, and I noticed how you glanced interestedly in my direction.” Fearing a stalker, many women
...continued from page 4 COMMANDING BIG WINS WITH SMALL ADVANTAGES
How does this all relate to marketing for attorneys? Well, we may talk about big game-changing strategies a lot. But some of the biggest wins actually come from some of the smallest advantages — like a few extra reviews each month or a minor increase in fees across the board. These advantages don’t seem like much at first. However, just like in those real-time strategy games, having one or two small advantages like these could tip the balance between being
The valuable lesson is this: Sometimes, at a critical moment, having one small advantage can tip the balance toward success or failure. For example, you might have one extra minion at your disposal, which means you can mine gold a little bit faster, raise an army sooner, and eventually repel the invasion of orcs. Or perhaps your army is just a few men too small, and all you can do is helplessly watch the orcs destroy your village, stockpiles, and ability to rebuild in the aftermath.
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HOW TO POLISH YOUR CREDENTIALS AND STAND OUT
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your firm will stand out from the competition like a 20-carat diamond in a bowl of pebbles. Near the end of the podcast, I also share details on how you can secure a complimentary copy of our proprietary Attorney Credential Builder worksheet that we use with all our private clients. You might want to have a pad and pen handy as you listen. It will help you brainstorm how you can implement the ideas you’re about to hear and use them to enhance your perceived credentials immediately. Listen in over here or down- load for later: speakeasymarketinginc.com/ podcast/how-to-differentiate- your-credentials-to-get-more- clients
The key is this: You have to polish or embellish your credentials with precise language that speaks directly to the type of high-quality clients you want to attract. Then use that language in every possible point of contact with potentials — on your webpage, your Avvo profile, your bio, all marketing material, when you talk on the phone with potentials, and even when your secretaries answer the phone. I wanted to share with you how to present your qualifications, accomplishments, and track record more compellingly, so I recorded a podcast recently that spells it out for you. You’ll discover a simple tweak that we use with our clients all the time to give them an edge. Done correctly, you and
Businesses today have all sorts of ways to provide customer service and support. While the tried-and-true methods, like in-person and over-the-phone support, aren’t going the way of the dodo anytime soon, they’ve been joined by a variety of newer methods. From email and social media support to artificial intelligence (AI) services, companies have many options at their disposal and can decide which methods work best for their customers. As new channels have emerged, one in particular has become incredibly popular and garnered high scores from customers: live chat. Live chat support works just like Slack or Google Hangouts, which you probably already use in some capacity. However, instead of being used for internal communication between employees, live chat support agents respond to the needs of customers. Live chat offers benefits to both customers and businesses, making it an appealing option for companies of all sizes and industries. From a customer’s perspective, the most obvious benefit of live chat is that you get all the personal service of human interaction without having to leave your home or sit on hold on the phone. Live chat response times are also consistently faster than other methods of communication. A study from Superoffice.com found that live chat requests typically received a response within two minutes, a much shorter time than the average 10 hours required for requests over social media and 17 hours for emails. With data like that, it’s not hard to see why live chat ranked first for customer satisfaction in a survey from Econsultancy. Businesses also find live chat support advantageous because, on the phone, a support staff member can only deal with one customer at a time. In a chat, a representative can handle multiple claims at once. Employees also find that live chatting forces customers to tone down their anger and clearly articulate their issue, increasing the chances that a problem will be resolved. The conversational nature of live chat produces better results and keeps the process moving. If a customer needs to take a few minutes to find a serial number over the phone, that’s money being wasted. But when the same thing happens over chat, your employee can continue working on other requests in the meantime. There are countless live chat software options for you to choose from, like LiveHelpNow, LiveChat, and Beacon. You’ll want to do your research before committing to a particular provider, but if you don’t already offer live chat support to your customers, it’s time to start thinking about it. LIVE CHAT SUPPORT Wow Customers and Staff Members Alike
‘REAL SECRETS OF ATTORNEY MARKETING LAW SCHOOL DARES NOT TEACH’
2nd Edition
• Five new chapters, live chat, the 2018 marketing changes for personal injury attorneys, and more • Completely revised and updated for 2018 • Complimentary copy mailed or emailed upon request
Available on Amazon Kindle or by emailing rj@speakeasymarketinginc.com.
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WHY SOME LAW FIRMS STILL LOSE 39 PERCENT OF INCOMING CALLS TO COMPETITORS MARKETING HORROR STORIES
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COMMANDING BIG WINS WITH SMALL ADVANTAGES
HOW TO POLISH YOUR CREDENTIALS AND STAND OUT
HOWTO POLISH YOUR CREDENTIALS AND STAND OUT Look around Avvo, and you’ll notice something interesting: Almost all the attorneys have similar-sounding qualifications. For example, their profile will say something like “John D. Johnson, Criminal Defense Lawyer with 25 Years of experience” or “Family Law Attorney who’s handled hundreds of cases” and so on. Do you know what that means? If every attorney has similar-sounding credentials, then they don’t mean much to potentials. They all look and sound the same — so there’s actually no point in using them, since they don’t differentiate your firm from competitors. That said, there are simple steps you can take to differentiate these same credentials so that they stand out to the kind of potentials you want to attract.
COMMANDING BIG WINS WITH SMALL ADVANTAGES Command and Conquer. Age of Empires. Warcraft.
I used to love these games back when I was younger and had no kids to raise and no business to run. If you aren’t familiar with these names, they’re all real-time strategy games where opposing players control virtual armies in battles against each other. I spent hours playing them. Fortunately, my brain didn’t fry. Instead, all those hours playing actually taught me a valuable business lesson I’ll never forget.
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