Speakeasy Marketing April 2018

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GROW YOUR LAW FIRM IN 2018

73-03 BELL BLVD. #10, OAKLAND GARDENS, NY 11364 | (888) 225-8594 | WWW.SPEAKEASYMARKETINGINC.COM | APRIL 2018

How Potentials Rank Attorneys (On Avvo, FindLaw, etc.)

You have to stand out as the obvious choice.

with no clear way to tell the difference, each attorney appears to have nearly equal clout. Even if you have a lot more experience, they can’t see that.

As you’re probably aware, potentials don’t just use Avvo and Google to compare you with every other attorney in your metro/practice area.

At least for a certain type of client with certain needs.

When you’ve nailed this positioning, potentials will have no problem distinguishing you from other attorneys in your metro/practice area. They’ll easily be able to rank you appropriately and understand why you are the only rational option for their needs — and their money.

To help you do this, I put together a simple

worksheet a while back for increasing your perceived status online. It outlines seven changes you can make to your website and online profiles that subtly shift your positioning. That way, potentials see you as the respected authority in your metro/practice area rather than just “an option.”

If you’re okay scrapping it out with almost every other attorney in your metro/practice area — and competing on price when a potential thinks they can get a better deal — then fair enough.

Instead, they rank you.

Not by your experience, but by your perceived authority.

Among affluent clients who are willing and able to spend more, this ranking process is more pronounced because they only want the best.

Follow the link below to request a complimentary copy of this worksheet:

However, if you want to climb the ladder and attract more affluent clients (with cases that are both more rewarding and more stimulating), then your online profiles and website must position you as the respected authority in your metro/practice area. Not just “an” authority, but “the” authority.

This presents a problem for attorneys with legitimate authority.

Speakeasy.marketing/perceived- status

How come?

Because most attorneys — as judged by their profiles and websites — are virtually indistinguishable in the eyes of potentials. From their perspective,

–Richard Jacobs

Published by The Newsletter Pro . www.NewsletterPro.com

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Annie Duke’s ‘Thinking in Bets’ What a Poker Pro Can Teach You About Risk

based on the information you gather, but there is always going to be a risk in calling a bet. The process parallels how we decide what’s best for a company. We analyze all the information we have at hand and make a projection about the best option. Until the decision plays out, we won’t know the outcome. Though Duke knows more about poker than just about anyone, she doesn’t limit her examples to gambling. She writes with equal skill and depth about everything from CEOs to football coaches. “Thinking in Bets” is a comprehensive overview of risk assessment that provides countless tips on how to improve your decision-making. Even if you have no idea whether a flush beats a straight, you’ll find “Thinking in Bets” a valuable addition to your leadership library. Entrepreneurship requires making millions of decisions. Don’t you want to make them better?

She writes that the process of thinking in bets “starts with recognizing that there are exactly two things that determine how our lives turn out: the quality of our decisions and luck.” When you make a decision, you rarely have perfect clarity regarding all the factors at play. This imperfect picture is what makes every business decision risky. Duke argues that ignoring inherent risk results in dangerous outcome-based thinking. As an alternative, she proposes that you acknowledge that not every decision will be the right one. This way, you can investigate the nature of your decision-making process and improve it without being blinded by lucky (or unlucky) results. Poker provides a fertile analogy for this concept. It’s a game of imperfect information. No matter how much poker you’ve played, you never know which cards the other players hold. You can make educated inferences

Annie Duke may seem an unlikely business consultant given that she’s best known as a professional poker player. But the lessons in her new book, “Thinking in Bets,” extend far beyond the felt. Duke, who studied psychology at UPenn and has consulted for a number of companies, takes the decision-making lessons she learned at the poker table and applies them to the hard choices we have to make in business. To emphasize the nature of her work, Duke begins with an introduction called “Why This Isn’t a Poker Book.”

...Continued from back page WHERE HAVE ALL THE GOOD TIMES GONE?

Skeptical?

I sure hope so.

After all, there’s a lot of nonsense floating around out there from self- styled experts who haven’t spent 10 seconds working with attorneys and wouldn’t know a dog file from a dog. All I ask is that you read my book first, put a few of the techniques to the test, then, if they didn’t work, you can rip me a new you-know-what.

attract higher-caliber clients, collect fees that reflect what you’re worth (and get paid on time), take on more interesting cases, and leave the office much earlier every day.

If so, then I suggest requesting a complimentary copy of my book “Secrets of Attorney Marketing” and reading through it as soon as you can. I’ve made it as concise as possible, so you’ll probably breeze

through it in a single sitting. However, don’t let its brevity fool you. It’s packed from cover to cover with useful info. In fact, you’ll discover about a dozen tested and proven attorney marketing strategies that will help you

Fair enough?

Follow the link below, and we’ll ship a complimentary copy to you today:

speakeasymarketinginc.com/ complimentary-book

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REFERRAL STREAMS RUNNING DRY? TRY THIS.

VISUAL BRANDING Expanding Beyond Your Logo

...Continued from back page

legal market, it’s also mostly untapped.

When you think of visual brands, an iconic logo might pop into your mind. But logos are only the beginning of visual branding. While a strong logo is a terrific start, there are many other aspects that you should dedicate your time and money to. Here are a couple of tips you can follow to ensure successful visual branding. THE LOGO Start with your logo. You want your customers to notice you, and one way to do that is with a simple yet eye- catching logo. It’s usually the first interaction someone has with your company, so make it memorable. However, it’s important not to let your logo carry everything else. Saul Bass, logo designer for United Airlines and the Girl Scouts of the USA, states, “Logos are a great extension of the internal realities of a company.” A logo is representative and gives your customers something easy to remember, but it doesn’t encapsulate your whole business. THEMES When you make promotional materials or certain merchandise, such as business cards or gift cards, the design should relate to your company. This doesn’t mean you should slap the logo on every item. The theme or design that you chose to represent in your logo should be present in your merchandise and promotional media. Keep the same color schemes and style for everything, but vary the imagery and design. This helps associate the product with your company without printing the same thing over and over. When your visual brands match, it creates a bridge to your company. When your theme is inconsistent, you create mistrust between you and your customers. A changing logo or style will create a sense of uneasiness or suspicion that your company might not be authentic or reputable. Any visual element that you design to represent your company should remain the same. If it’s unavoidable, change it as minimally as possible. Consistency in visual branding builds trust and helps customers recognize you. Incorporating visual branding beyond your logo will bring more positive recognition to your company. Follow these tips to create great visual branding. CONSISTENCY

A lot of our clients are using this approach to get the lion’s share of their new cases, so it definitely works. The reality is that the good old days are still here. And for those who know where to look, the referral streams haven’t run dry at all. Here’s where you can listen to the podcast and discover where to find them:

The referral streams are raging as strong as ever — you just need to know where to find them. I recorded a podcast a while back detailing exactly how to do this, and it’s filled with valuable advice for getting referral business in places most attorneys haven’t considered. In fact, you’ll discover one specific strategy that’s not only mostly unknown in the

Speakeasy.marketing/ referrals

REAL SECRETS OF ATTORNEY MARKETING LAW SCHOOL DARES NOT TEACH

(2nd Edition)

• Five new chapters, live chat, what’s changing for personal injury attorneys marketingwise in 2018, 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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HOW POTENTIALS RANK ATTORNEYS (ON AVVO, FINDLAW, ETC.) ENTREPRENEURSHIP LIBRARY: ‘THINKING IN BETS’ VISUAL BRANDING EXPANDING BEYOND YOUR LOGO WHERE HAVE ALL THE GOOD TIMES GONE? REFERRAL STREAMS RUNNING DRY? TRY THIS.

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REFERRAL STREAMS RUNNING DRY? TRY THIS. Let’s talk about referrals. Unfortunately for many attorneys, the once overflowing streams of referrals have reduced to a trickle over the last few years. Many attorneys say they believe that the good old days have gone forever. They tell me they’re worried the streams they used to rely upon will soon be reduced to dust. Nothing could be further from the truth. The referral streams are raging as strong as ever — you just need to know where to find them. This year, especially.

WHERE HAVE ALL THE GOOD TIMES GONE?

down to peanuts faster and faster every year. It’s gotten so bad, attorneys tell me they’re lucky if they can afford an entry-level Audi and a house in the suburbs.

In the good old days, a decent law degree was the fast-track to a great lifestyle, respect from your peers, and a fulfilling career.

Where have all the good times gone?

Yet, it gets worse.

The decent fees

Many attorneys have to spend so many hours making ends meet, even if they do manage to collect some juicy fees now and then, they don’t have the time or energy to enjoy it.

attorneys once enjoyed are

whittling

Well, I’d wager that’s not what you went to law school for, was it?

You want more than that, right?

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