GROW YOUR LAW FIRM IN 2019
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BEWARE: AVVO, GOOGLE & FB ARE NOT YOUR FRIENDS
goodness sake, do NOT make your business dependent on any of them. It’s best to develop a strong presence using marketing methods that Google, Facebook, and Avvo cannot touch. So the smart play in 2019 is to do this: Keep your accounts open with these tech companies, but also invest in tried-and-true methods for attracting clients without them — just in case. Call it “insurance.” I’ll provide more on this vital subject soon. Meanwhile, I’d like to give you a complimentary copy of “Secrets of Attorney Marketing” to help you acquire some independent (and proven) client attraction methods. What you’ll discover in its pages could help you build a reliable stream of potential clients in 2019 — no matter what Google, Facebook, or Avvo say or do. There’s nothing magic about the methods you’ll discover, but they’re so powerful that it can seem like magic to your competitors. Tell me where to send the book below and I’ll ship you a copy on the house. Speakeasy.marketing/book
befriends the kings of Elves, Dwarves, and Men. Then, as a “benevolent gift of friendship,” he shows them how to craft magical rings that give them supernatural power. Unbeknownst to the kings, Sauron’s gift isn’t benevolent. He forges a bit of his soul into each ring so he can slowly take over the kings’ minds and bend them to his will without their awareness. Over time, the dark power of the rings transforms the once mighty kings into wraiths — each enslaved by Sauron. (If you’ve seen the movie, Frodo throws Sauron’s “master” ring into the fires of Mount Doom to break the spell.) This fictional tale of woe parallels what’s happening in the real world of online marketing right now. If you haven’t heard the buzz about it lately, let me fill you in. It seems that many of the free “gifts” Google, Facebook, and Avvo gave to the world are a bit like Sauron’s magical rings. They seem wholly benevolent, but they have a hidden dark side. Never forget this fact: Google is NOT your friend. Facebook is NOT your friend. Avvo is NOT your friend. Whatever “gift” they give your law firm is designed solely to serve their agendas. Does it mean you should delete your Google, Facebook, and Avvo accounts? Not at all. But for
Fair warning: The following lines from “The Lord of the Rings” trilogy contain a cautionary tale that could negatively impact your business in 2019. “Three rings for the Elven-kings under the sky, Seven for the Dwarf-lords in halls of stone, Nine for mortal men, doomed to die, One for the Dark Lord on his dark throne; In the Land of Mordor where the Shadows lie. One ring to rule them all, One ring to find them, One ring to bring them all and in the darkness bind them; In the Land of Mordor where the Shadows lie.” What the heck does this have to do with you? Everything. Here’s the scoop: If you haven’t read the story, the antagonist in “The Lord of the Rings” is a demigod named Sauron. In his bid for world dominance, Sauron cleverly –J.R.R. Tolkien, “The Lord of the Rings”
–Richard Jacobs
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THE REASON EMPLOYEES ARE QU I TT I NG I N DROVES
workplaces, as rated by respondents. You need to commit resources to eliminating the problem. Start with the highest-level leaders of your business. Work with them on how to interact with the rest of your team in more human, empathetic, and responsive ways. Training and assessments are a good start, but you may also need to revamp the mentality and core values of your company. In a world where finding a new job is easier than ever, managers cannot afford to ignore the needs of their employees. Evolve and acknowledge the emotions in your workplace or risk losing all that you’ve invested in your top performers.
respondents believed they could rely on the support of their managers and colleagues. The numbers paint a disheartening picture of the average workplace. If you’ve been a manager for a long time, it can be difficult to imagine how frustrated an undervalued member of your team can feel and how these feelings can spread throughout your organization, leaving all your employees discontent. It’s imperative to listen and respond to your employees’ concerns. It takes more than instituting an open-door policy and relaxing work requirements — two characteristics of healthy
According to a survey conducted by Randstad, 60 percent of American employees either quit or strongly considered quitting their jobs last year. That’s a number that should terrify any business owner. However, instead of panicking, consider this record-breaking moment in U.S. employment history an invitation to take a long, hard look at your organization. Are members of your team waiting for the perfect moment to bail? And if so, why? It’s not because the majority of employees are ruthless careerists or disloyal money-grubbers. If we look at Mental Health America’s 2018 Workplace Health Survey, it mostly boils down to the fact that over half of American employees feel unappreciated, unsupported, and disrespected by management. In fact, 21 percent of respondents said that instead of being paid what they deserve, they’re nickel-and-dimed when raise season arrives, and 77 percent believed that instead of being lifted up for their accomplishments, employees were forced to toil away in the corner, feeling invisible. Sadly, scarcely more than 34 percent of
ATTORNEY MARKETING LESSONS FROM A DOCTOR?
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He said the strategy eliminated sticker shock, increased his appointment booking ratio, and boosted his overall conversion rates significantly. After reviewing his results and validating his approach, we think his method could have a similar effect on your potentials, and we’d like to share how he did it. Listen in to a recent podcast, where Richard Jacobs revealed more about what we discussed with Dr. Kaplan. You’ll hear about his unique pricing strategy, how he uses it to retain more clients, and how to apply it to your legal practice for maximum results right over here: Speakeasy.marketing/pricing
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SCORE MORE TOP-SHELF CLIENTS FAST?
THE MOST IMPORTANT JOB 3 Ways a Bad Receptionist Can Ruin Your Company
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It’s all detailed in a recent recording we made in which I give several real-world examples of how these three techniques could help you too — no matter what your practice area. At around the 7:12 mark, Richard shares an additional technique that most attorneys never even hear about — much less try to do. It strips away multiple layers of complexity, skips a lot of marketing “foreplay,” and makes it a lot easier to score more top-shelf clients — fast. Take a listen over here: Speakeasy.marketing/clients
Part of the problem was the promotional language. It was attracting the wrong crowd. So we adjusted his messaging, and now, he’s getting plenty of high quality, inbound calls from potentials every day. There’s more to the story. But here’s the best part: The three strategies we developed will work with any area of practice and with any form of marketing because they employ time-tested and proven principles — not untested ideas. This means that regardless of what you’re doing in your marketing right now, you could apply these three ideas to turbocharge your results.
If you have a receptionist in charge of answering phones and greeting people who walk through the door, you need to know they’re making an excellent first impression. This applies to every company, from dental offices to law firms. A great receptionist can make your life easy, while a bad receptionist can lead your company to ruin. Here are three important red flags to watch out for. 1. THEY PUSH CLIENTS AWAY. As your gatekeeper, part of your receptionist’s job is to filter the lines of communication and make sure no one’s time is wasted. However, a receptionist should never treat clients like intruders interrupting their workflow. You want people to feel welcome at your company. Otherwise they won’t want to keep doing business with you. This attitude should also extend to the rest of your employees. If your receptionist treats their coworkers like pests, there’s a chance they will treat clients the same way. 2. THEY’RE DISORGANIZED. Your receptionist is responsible for relaying information to the rest of your company. What happens if a client calls while you’re in a meeting, and you never call them back because you weren’t informed? What if a client’s file goes missing in a messy filing cabinet? A receptionist with poor organizational skills can increase stress around the office and anger clients. 3. THEY’RE NOT TECH-SAVVY. As your company’s jack-of-all-trades, your receptionist should be able to learn whatever software the company uses, from word processors and Excel to industry-specific software. Your receptionist should also be able to easily learn new skills to facilitate system improvements and new technology. The last thing you want is company-wide changes to halt because your receptionist insists on doing things their way. When you are hiring a receptionist, take the time to find a candidate who will make life easier for everyone at your company. You won’t regret it.
REAL SECRETS OF ATTORNEY MARKETING LAW SCHOOL DARES NOT TEACH
3rd Edition
• Five new chapters, live chat, the 2019 marketing changes for personal injury attorneys, and more • Completely revised and updated for 2019 • Complimentary copy mailed or emailed upon request
Available on Amazon Kindle or by emailing rj@speakeasymarketinginc.com.
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BEWARE: AVVO, GOOGLE & FB ARE NOT YOUR FRIENDS THE REASON EMPLOYEES ARE QUITTING IN DROVES
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THE MOST IMPORTANT JOB ATTORNEY MARKETING LESSONS FROM A DOCTOR? SCORE MORE TOP-SHELF CLIENTS FAST?
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SCORE MORE TOP-SHELF CLIENTS FAST? Recently, Richard Jacobs was on the phone with one of our attorney clients. He’s in criminal defense and DUI, and he was sharing some “new” marketing strategies he’d learned somewhere. It turns out they were powerful strategies (when used correctly). However, for some reason, they weren’t working too well. He was getting plenty of calls, but most were duds. So he and Richard uncovered three problem areas and brainstormed three solutions.
ATTORNEY MARKETING LESSONS FROM A DOCTOR? You know, it’s interesting. Some of the very best insights and
marketing strategies come from talking to professionals outside of the legal world. Case in point:
We recently recorded an interview with Dr. Jonathan Kaplan, a plastic surgeon, and he shared a unique pricing strategy he uses to retain more patients.
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