Speakeasy Marketing's online newsletter for November 2017
GROW YOUR INJURY FIRM IN 2017
73-03 BELL BLVD. #10, OAKLAND GARDENS, NY 11364 | (888) 225-8594 | WWW.SPEAKEASYMARKETINGINC.COM | NOVEMBER 2017
A SECOND WEBSITE: Is It Worth Getting One for Your Firm?
RICHARD JACOBS ATTORNEY MARKETING SPECIALIST
website makes your law firm more resilient to techno-storms.
Around a year or so ago, I decided to spend a day looking through the last eight months of lead data for all our clients who have a second website. Specifically, I wanted to find out (on average) how many extra leads came their way. Do you want to know what I found?
• Expansion: Like I said, all these second websites are tapping into new areas of the market my clients’ main sites don’t reach for various reasons. • Strategic: Having a second website that specializes in one particular practice area allows you to establish yourself as a credible authority in that area, without compromising your presence in other practice areas.
You can expect a 19 percent increase in lead flow.
Now, it’s important to realize…
All of these second websites were highly specialized and focused on a specific practice area, to an extent that isn’t really practical with your “main” website. This means the extra leads they brought in were leads that my clients would not have captured if they were running only one website. In other words, having a second website brings extra (some might also say more powerful) benefits, besides additional business: • Security: Internet technology can be fickle sometimes, and there’s a long list of things that can and will go wrong with your main website. Having a second website that brings new business independently of your main
Should you have a second website?
It depends.
If you want to market your firm aggressively and maximize your ability to rake in new clients from as many places as possible — and if you have the patience and investment-orientated mindset to give this effort the time and space it needs to ramp up and be successful — then yes!
We use it on clients’ main websites and their second (and third) websites. Why? Because even though the content they use is different, the principles and leverage points for attracting potential clients via Google is exactly the same. Download my 94-point “Google readiness” checklist at speakeasy. marketing/94-point-checklist
And what’s the best way to go about doing it?
Start with my 94-point Google readiness checklist.
–Richard Jacobs
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Index estimated travelers drop an average of $46.89 per day on their rental car. Even rideshare apps like Uber and Lyft can add up fast when you use them to get back and forth between your hotel and the conference center each day. Save yourself some cash and book a hotel within walking distance of where your meetings will be held. Plus, after sitting in meetings all day, a brisk walk outside can do wonders for your health. EAT RIGHT AND SLEEP WELL When you’re in a rush to get from the hotel to your meeting, you might be tempted to grab a donut from the coffee shop. Resist the urge! You don’t need to add to the stress of the trip by falling into unhealthy habits. Don’t let your diet become nothing but fast food. Pack an extra water bottle, avoid alcohol or heavy foods before a flight, and get enough sleep each night. Until teleportation technology like that in “Star Trek” becomes a reality, traveling for work will continue to be a hassle. But if you’re smart and well-prepared, it doesn’t have to be something to dread.
here are some tricks to make the next one easier.
FLY THROUGH AIRPORT SECURITY WITH TSA PRECHECK One of the most trying parts of airline travel is the time-consuming experience of the Transportation Security Administration, or TSA. Long lines inch slowly along as you hurry to remove your shoes, empty your pockets, and locate all the liquids in your carry-on luggage. Say farewell to this headache with TSA Precheck. Travelers who qualify for TSA Precheck don’t have to remove their shoes, jacket, or belt; electronics and any 3-1-1 liquids remain in your carry-on; and the line is much shorter. In some cases, flyers wait a mere five minutes in TSA Precheck compared to 80 minutes in the standard security line. Learn how to apply at tsa.gov/tsa-precheck.
The Global Business Travel Association estimates around 488 million Americans fly for business every year. There are millions of conferences, meetings, and continuing education courses across the country. These trips are important, but getting to them can be a pain. If you were exhausted by your last business trip, HOW TO MAKE Business Travel Better
BOOK A HOTEL NEAR YOUR MEETINGS
Transportation fees can take a hefty chunk out of your travel budget, even after you step off the plane. Business Travel News’ 2015 Corporate Travel
WHO’S THE CHEAPEST ATTORNEY IN TOWN? ...Continued from back page
These strategies don’t involve trickery. They’re about building a sense of value and showing potentials what they’d lose if they cheap out.
Because very few clients will ever choose to work with his firm. Most of the tire-kickers looking for a good deal will choose Mr. Public Defender or Mr. Nobody over them — because these two options are always the cheapest. Those clients looking for the best won’t give them a second look. And those folks — the majority of clients — who want a compromise between “white-glove” representation and an affordable fee will never reach to the bottom of the bargain bucket and hire them. So, the cheapest attorney in town is screwed on all fronts. That’s why you should never, ever be this attorney. In my “Secrets of Attorney Marketing” book, I share a selection of proven strategies my most successful clients are using to charge (and get) premium fees.
Don’t laugh!
There are a ton of schmucks who walk into court with the idea in their head that they’ll represent themselves and save $1,000 on their DUI case. “I may have just lost everything to my name, but at least I saved $1,000...” It’ll never occur to them that they could have kept their job, their home and car, and perhaps their marriage as well, if they only hired a professional... And there are many folks who genuinely believe that public defenders care about their case and want to help them. Poor fools.
You might want to read up on these strategies.
I’m sure there’s one you’re not using right now.
If it helps you retain a higher percentage of clients or raise your fees, it could be a game changer. Do you want a complimentary copy of my book? If so, enter your details at speakeasy.marketing/book , and we’ll ship one to your office.
But do you know who is the biggest fool?
That attorney I just told you about.
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They’re gifted geniuses when it comes to law. But they don’t realize that there’s an entire world of marketing possibility — one they don’t know a lot about — and that it has the power to shape the future of their practice, perhaps even more than their performance in the courtroom. What the $500,000- per-Year Attorneys Know ...Continued from back page I know some attorneys who are doing really well right now — we’re talking $500,000-per-year well — and it’s because they’ve learned to appreciate and respect the role of marketing in attracting new legal clients. Law school should teach attorneys about marketing. Why? Because law school, as an institution, spits out roughly two freshly minted attorneys for every one legal job — and competition has become cutthroat. But they don’t teach it. So, I wrote a book instead. It’s called “Secrets of Attorney Marketing Law School Dares Not Teach,” and it’s a crash course in legal marketing. On the other hand...
Have you been approaching leadership all wrong? Whether you’re an executive or an aspiring leader, Dr. Henry Cloud, author of the groundbreaking book “Boundaries for Leaders,” might have something to say about it. Marrying the fields of clinical psychology and leadership consulting, Dr. Cloud delves deep into the mind to find rich insights about the psychology of leadership. In fact, he literally redefines the word in the process. REDEFINING LEADERSHIP Dr. Cloud defines leadership as simply “the process of turning a vision into a reality.” Sounds simple, right? It’s also completely accurate. Whether your vision is a successful business or a successful family, you need leadership skills to achieve your goals. But you can’t do it alone. You need to achieve your dreams with people and through people. The most worthwhile dreams are only possible with the help of others who can take your ideas and make them actionable. Plus, they tend to make the journey more enjoyable if you hire the right people and set the right boundaries. That’s why leaders need to invest time and energy into creating teams and workplace cultures that support productivity while maintaining employee satisfaction. It doesn’t take a clinical psychologist to tell you that unhappy people don’t stay productive for long. Without a sense of ownership — with you stepping over boundaries onto projects they should own for themselves — they won’t have that motivation. WHAT TO DO The best leaders set boundaries that empower people and teams to reach goals, while rooting out bad behavior proactively. They have to do this in a way that works with people’s brain functions of attention, inhibition, and working memory. If you’ve never approached leadership from this psychological point of view, it’s a refreshing take that can work wonders on the efficiency and effectiveness of any team. Ultimately, the book encourages you to view leadership as creating the conditions that allow people to use their brains to realize visions in the absence of distraction. That means creating the right boundaries — boundaries that produce freedom without control. Redefining Leadership With ‘BOUNDARIES FOR LEADERS’ Believe it or not, you can maintain that culture while remaining, as Dr. Cloud puts it, “ridiculously in charge.”
You can request a complimentary copy at speakeasy.marketing/book .
Real Secrets of Attorney Marketing Law School Dares Not Teach (2nd Edition)
• Five new chapters, including live chat, what’s changing for personal injury attorneys marketing-wise in 2017, and more • Completely revised and updated for 2017 • Complimentary physical copy mailed or emailed upon request Available on Amazon Kindle, and by emailing rj@speakeasymarketinginc.com.
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A SECOND WEBSITE: IS IT WORTH GETTING ONE FOR YOUR FIRM? DON’T DREAD YOUR NEXT BUSINESS TRIP REDEFINING LEADERSHIP WITH ‘BOUNDARIES FOR LEADERS’ WHAT THE $500,000-PER-YEAR ATTORNEYS KNOW
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WHO’S THE CHEAPEST ATTORNEY IN TOWN?
What the $500,000-per-Year Attorneys Know A while back, I watched the (sort of) new movie, “Doctor Strange.”
Sometime last year, while I was at a legal convention, I had an interesting conversation with an attorney who prided himself on being, and I quote, “the cheapest attorney in town.” Who’s the Cheapest Attorney in Town?
I kid you not.
It was a good flick.
He was bragging about it.
Anyway, there was one “lesson” from the movie — I guess you might call it that — which really stood out for me, because it’s something every attorney can learn from, especially if they want to attract more and better clients.
Until I had to come along and burst his bubble.
“You’re not actually the Cheapest Attorney in Town,” I said.
Here it is:
“Yes, I am!” he retorted. “We’ve checked, and there’s no other lawyer who offers what our firm gives clients for a better price.”
Doctor Strange was a neurosurgeon at the top of his game. He was the elite of the elite. Yet, as it later becomes clear, even though he’s a medical genius and a man of science, he spent all his life (until about 20 minutes in) totally oblivious to an entire world of opportunity and power all around him.
Here’s what I told him:
No matter how low your prices, there are exactly two attorneys in your metro area who’ll always offer a lower price than you:
In a way, some attorneys are like this.
Mr. Public Defender...and Mr. Nobody.
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