Speakeasy Marketing October 2019

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THIS IS WHAT SOLID ATTORNEY POSITIONING LOOKS LIKE INTELLECTUAL PROPERTY AND YOUR BUSINESS

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AUTOMATION HAS COME TO SMALL BUSINESS HOW TO ESCAPE THE ‘MCLAWYER DOLLAR MENU’

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GOOGLE ADWORDS — RIP-OFF OR UNTAPPED OPPORTUNITY?

“Does Google AdWords work for attorneys?” “Can it provide me with new potentials for a price that still allows me to earn a reasonable profit from my fees or at least earn a living?” “Why are so many attorneys being burned?” These are just a few of the questions clients ask when we suggest they start running a few ads on Google AdWords. And, do you know what? They are SMART questions. Because, make no mistake, while Google AdWords can indeed be an effective and profitable way to attract more of the cases you want into your law firm, most attorneys who try their hand at it end up getting burned. GOOGLE ADWORDS— RIP-OFF OR UNTAPPED OPPORTUNITY?

Are you familiar with the “McLawyer Dollar Menu?” It’s a phenomenon that shouldn’t exist. But, alas, it does, and it’s the bane of many solid attorneys who, just a few short years ago, were raking it in. First of all, it’s a perception. It’s something that exists inside the minds of potential clients; it’s not necessarily objective reality. (Although, that is a moot point — because, in the age of smartphones and anti-social media, perception is the new reality.) It’s the perception that what you offer — your services as an attorney — are, more or less, exactly the same as what other attorneys on Avvo, Google, or any other legal directory or platform offer. In other words, a commodity. If he or she doesn’t like your price? Doesn’t like the way your receptionist answered the phone? Or, the color of the paint in your office? HOW TO ESCAPE THE ‘MCLAWYER DOLLAR MENU’

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