Speakeasy Marketing December 2018




they need a professional, they don’t turn to someone they know and trust as often as they used to. Now they just ask Google. That means it’s important to understand how potentials use Google to find you online. It’s all about appearances. The way you appear on Google affects the way potentials perceive you. The same goes for your website, your Avvo profile, or anywhere else you appear online. If potentials perceive you as an authority on their kind of legal challenges, they’re more likely to call. If they don’t, they won’t. In other words, perception is the new coin of the realm. Competence, experience, and referrals are no longer the main signs of authority. These days, authority is in the eye of the beholder. It’s all based on what potentials see on your Google page and throughout the web. That means a lot of great attorneys get passed over. Why? Because their website might not be as slick or as convincing as the junior who crawled out of law school last year. But the good news is that it’s not too difficult to tweak your website.

Once upon a time, your access to high-quality professional help depended on the quality of your relationships. If you landed in legal hot water, or got a call from your deceased uncle’s estate trustees, or suffered an injury at work, you’d ask a trusted friend, a priest, a rabbi, or a family physician to recommend a trusted attorney. And you knew you’d be in good hands. Your advisers were well-respected members of society who cared about your success. They also had personal reputations to protect. So they only offered recommendations they knew were rock-solid. Those were the days. Back then, attorneys paid their dues and worked hard to build their reputations. They climbed up the authority ladder and earned respect one step at a time. As a result, they enjoyed a dependable stream of referrals for years. And you know what? When these referrals walked through the door, they treated you with full respect. They had no doubt you’d earned your authority. But I’m sad to say it appears those days are vanishing for good. People don’t seem to rely on relationships much anymore. When

In fact, I wrote a short “cheat sheet” awhile ago that covers seven specific website tweaks you can make. They’ll leverage your experience and credentials to convey more authority online so you’ll be the obvious choice in the eyes of potential clients. Interested? Here’s where you can get a complimentary copy of the “cheat sheet” emailed to you right now: Speakeasy.Marketing/cheatsheet

–Richard Jacobs

Published by The Newsletter Pro . www.NewsletterPro.com


BUS I NESS LOG I ST I CS OF THE NORTH POLE One Company You Wouldn’t Want to Run

4. MATERIALS Since Santa can’t gather raw materials from the barren wasteland of the North Pole, he is required to import or artificially grow the necessary supplies and equipment to produce toys. The number of shipments needed would be a nearly impossible feat, so Santa would need a facility that could produce synthetic materials and greenhouses that could grow organic materials. These facilities alone would be impossible to keep hidden from explorers or satellites, so he would need shrinking capabilities via a laser, or perhaps he’d have to go underground, which is the more commonly accepted explanation. We don’t know how it happens each year, but somehow,

depicted as cheerful and consistent team players. They whistle while they work and enjoy Christmas candy, and every toy is ready by Christmas Eve. 3. LABOR Finding skilled labor in America is a challenge, but in the North Pole, it has to be even more challenging. Since Santa can’t hire new workers or offer moving incentives, the amount of available labor is directly proportional to the number of elf births. On top of that, Santa has to consider the worker- to-production ratio when factoring in new employees. The number of new hires and how much they can produce has to outpace the population increase of the world. For example, if Santa has 100,000 workers, each employee needs to create at least 70,000 toys so they can supply the

If you think running your business is tough, try thinking about how Santa operates the North Pole. From least to most complex, here are the four hardest aspects of running an operation that delivers gifts to 7 billion people. 1. REAL ESTATE Finding an office space that can facilitate your business operations is a challenging undertaking for anyone. You need to provide an optimal workspace that offers room to grow. If you run a production operation like Santa’s Workshop, you also need adequate space to house your products. Just think how big the warehouses up North need to be. If you thought Nike or Google had big campuses, Santa’s must cover the entire Arctic. 2. INTERNAL COMMUNICATION A frequent business killer for most of us is probably a smooth-sailing process for Santa — surely the North Pole doesn’t have any challenges creating a positive work culture. Elves are often

Christmas goes off without a hitch. It’s the greatest feat in the world of business. Move

world’s human population. If elf births go down, then production has to increase to make up for the difference.

over, Jeff Bezos, because Santa is coming to town!


of potential clients your website brings in, we are happy to send you a copy on the house. Speakeasy.Marketing/tweaks

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We have put together a special report called “Five Simple Tweaks” that reveals surprisingly simple adjustments you can make to your website this week. Done correctly, you could potentially bring in new clients almost right away. You’ll discover • Four ways to modify your attorney profile page to get more calls

• How to get clients from outside of your metro/practice area • How to quickly and easily add tons of content to your website that Google loves to share • A special YouTube trick for increasing your online visibility approximately 24 times every month. If you’d like to grab a copy of the special report and discover how you can dramatically increase the number

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ARE YOU BURNING $100 BILLS? ...continued from page 4

CHOOSING THE RIGHT CHARITY How Your Business Can Give Back the Right Way

You’ll hear example scripts for exactly what to say, including strategies for eliminating price objections, easily getting past “Let me think about it,” and getting potentials off the phone and into your office more often. Click below to listen to Part 3, and then Parts 1 and 2 if you missed them: Speakeasy.Marketing/ podcast/part3 Part 1 was about what to do on the web to set the stage so that people will be attracted to your website. And Part 2 was about how to tweak your website to induce more calls from potentials. Here are the links: Speakeasy.Marketing/ podcast/part1 Speakeasy.Marketing/ podcast/part2

The real magic is in what you or your receptionist says immediately after the potential shares their details. What you say then and how you say it is so critical that I devoted the entire third podcast in our three-part series to how you answer the phone. Because if you get it right, you’re not going to have nearly as many tire kickers or lost callers. And you’re going to get the respect you deserve and get the retainer far more often. All it takes is a simple script and a calculated way to follow up. In Part 3 of our podcast series on how to become the most prestigious, pre-eminent, and respected law firm in your metro/practice area, I explain how to handle incoming calls.

We believe that small businesses can have a positive impact on local communities and the wider world. A successful charity campaign can make a world of difference for people in need, especially over the holidays. But not all charitable organizations are created equal, and supporting the wrong organization can do more harm than good. Here are some tips on finding the best fit for your business.

ALIGN MISSIONS When narrowing down the thousands of local and national charities you have to choose from, comparing the mission statements of these organizations to your own is a great place to start. Charities that align with or complement your own goals as a business are natural partners. Still, while matching big-picture goals is a great start, you also need to make sure your chosen organization aligns with the heart and soul of your business: your employees and customers. FIND HUMAN CONNECTIONS The most powerful charity work your business can support is a cause that stems from the needs and passions of people connected to your work. Maybe a member of your team lives with a disability or a significant number of your customers face social, cultural, or economic challenges. Putting time, money, and effort into supporting a reputable organization that helps the people and communities connected to your business is one of the best ways to show you care. charity efforts count and ensure your donations are used appropriately, you need to do some research. Thankfully, organizations like the Better Business Bureau, Charity Watch, and GuideStar.org keep data on IRS-registered charities, making it easy to see which groups are reputable. In general, you should look for organizations that have a great track record of transparency and make all of their financial information readily available. REMEMBER THE ‘WHY’ If you’re just looking for a tax write-off or good publicity, charity efforts are going to feel hollow and frustrating. More than anything, philanthropy should involve a cause your business is passionate about — no matter how big or small. Taking the time to remind yourself why you’ve chosen to support a particular cause will keep you from losing sight of what giving back is all about. CHECK CREDENTIALS Good intentions only go so far. To really make your


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.












ARE YOU BURNING $100 BILLS? You know, it’s unfortunate. But we’ve mystery shopped a lot of law firms, and the way most firms handle their phones is tantamount to burning stacks of Benjamins. PICTURE THIS: Instead, they’ll just call the next number, and the next, until they get the answers they need. So if your firm is doing this, then you’re missing out on clients. Instead, you want your

Did you know 80 percent of your Google traffic comes from just five pages on your website? When potentials search Google for legal representation, these five pages are the ones that are most likely to be shown in the search results. Written correctly, these pages act like magnets for potentials. But if they’re written poorly, they act more like “client repellent.” Why is this so important? THE CURE FOR ‘CLIENT REPELLENT’

An emotionally fragile potential finally gets up the nerve to call. The firm answers the call, and this is how it goes: Receptionist: “Law firm of A, B, & C. This is Melissa. How may I help you?” Potential: “Yes, I’m calling about XYZ.” Receptionist: “Oh, Attorney Smith is not here. Do you want to leave a message or call again later?” That’s a deadly error because they’ve taken the time to call you, but now, chances are they will not call back.

admins to answer the phone with the right tone and say the right words to pull the potential into a conversation. That way, potentials feel heard, and your admins can craft their responses in a much more tailored way. For example, you could have your receptionists ask, “Would you mind telling me a few details about what’s going on?” But that’s only part of the picture.

Because as we have said before, you have about five seconds or less to capture a potential’s attention. If you can do that, then what they read on those pages will determine what they do next. However, this is just part of the equation.



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