Speakeasy Marketing March 2018

GROW YOUR LAW FIRM IN 2018

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

How to Profit From Bitcoin IF YOU’RE AN ATTORNEY

cryptocurrencies and blockchain ventures right now. And there’s no end in sight.

It’s very real.

And it’s cutting edge.

Yet, since this is all so new and everyone is operating in an

Like I said, there is serious money involved, and that can mean serious fees for attorneys who get in on this. But you have to position yourself early on. That’s what my latest podcast episode is about.

uncharted regulatory landscape, there’s a lot at stake — and that means there will be a lot of litigation. Because of this, a new practice area is opening up that could be very lucrative for attorneys who know a lot about blockchain and get in while it is still so new. Well, besides being a legal marketing expert, I’m also heavily involved in the cryptocurrency and blockchain space. I’m the founder of the Future Tech Podcast, the author of a best- seller on the subject (“Bitcoin, Ethereum, & Blockchain: Surprising Insights from 200+ Podcast Interviews of Industry Insiders”), and the organizer of a major cryptocurrency event called the Bitcoin, Ethereum, and Blockchain Super Conference, where some of the biggest names in the industry will be speaking. I share this not to brag or boast, but to assure you that none of this is hype or speculation on my part. Now, you may be wondering how I know about this.

Follow the link below to listen to it now or download it for later:

speakeasy.marketing/bitcoin

–Richard Jacobs

A few months back, we were talking about how cryptocurrency and blockchain are poised to become one of the hottest new practice areas for attorneys. You may have missed it, because this was before bitcoin exploded and became the mainstream media firestorm it is now. Well, I’m bringing it up again today because this new practice area opportunity could be huge. You see, because of bitcoin’s historic returns, investors everywhere are pouring piles of money into

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Are You Keeping Up With Your Business Goals? Where Many Businesses Fall Short, Here’s How You Can Succeed

• Not defining the goals in a way you, and anyone in your organization, can clearly understand • Not having a tracking system in place to monitor and review progress As you work toward your goals, it’s critical to celebrate the smaller milestones along the way. Recognizing achievements keeps your team energized and motivated. As part of the celebration, discuss what still needs to be done to accomplish big- picture goals. If you find yourself or your team falling short of expectations, use this as a learning opportunity. Evaluate your progress and see if you can identify any roadblocks. Did you give yourself and your team enough resources? Were goals miscommunicated? Did changes in your business, your community, or the economy affect your goals? How can you get back on track?

If you need to make changes or recalibrate — do it! The longer you wait to adapt to changing circumstances, the longer it will take to find the right course. Even the best-laid plans can be disrupted by unforeseen circumstances. It’s up to you and your team to embrace change. It’s not uncommon for marketing strategies to evolve over the course of a year. You may discover that certain aspects of your referral campaign aren’t working. Trimming the fat isn’t necessarily easy, but taking the time to do so will set you up for better results in the long run. Don’t be afraid to make decisive cuts. If a strategy or a goal simply wasn’t a good fit, say goodbye and revisit it later. For now, take some time to review your Q1 progress. What do you need to do to make Q2 — and the rest of 2018 — a smashing success?

The first quarter of 2018 is rapidly coming to an end. What steps have you taken to achieve the goals you’ve set for your business this year? How much progress have you made? Have you already logged a string of successes, or are you struggling? Business owners and entrepreneurs set their sights on a number of goals every year. The problem is a that lot of those goals are left unaccomplished due to flaws in the planning stage. Here are some common goal-setting mistakes. • Setting goals that are too lofty or unrealistic • Not taking the proper steps to see goals through • Not working together as a team to achieve goals

...Continued from back page 7 WAYS TO BUILD A ‘MOAT’ AROUND YOUR PRACTICE

If you’d like to request a complimentary copy, you can do so here:

speakeasy.marketing/ AttorneyAuthority

These days, the princely hordes are the glut of junior attorneys. The castle is your firm. And their battering rams are their stupidly low fees offered to what should rightfully be your clientele. These juniors will do anything for “experience.” And they’re often protected by Daddy paying the credit card bill at the end of the month. Like the weasels of old, they can afford to attack over and over until they gain a foothold.

Well, I have a strategy for you that will keep them all fuming at a safe distance.

Appropriately, I like to call it “building a moat.”

It positions you as the unassailable king of your practice area and

keeps your livelihood safe from the junior attorney hordes and their lowballing battering rams.

There are seven solid ways to do this, and I cover all of them in my “Attorney Authority Reboot” book.

Funny how the more things change, the more they stay the same, isn’t it?

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The Hidden Cost of Free Advice

When a lot of business owners think about customer engagement, they dwell on strategies that encourage people to buy what they’re selling. That’s far from the whole story when it comes to creating a loyal fan base that raves about your company. Customer engagement should be a constant initiative, not something that only happens when customers are thinking about buying. Engaged customers won’t forget about you. When the time to buy comes around, yours will be the first name on their lips. Engagement also drives word-of- mouth marketing. According to a recent Nielsen study, consumers rely on referrals from trusted sources more than any other form of marketing. If you give your current customers a reason to rave, they’ll spread the word. Here are a couple of ways to ensure that your customers become fans. BE PERSONAL Treat your customers like a number, and they’ll think of you the same way. Treat them like real people, and they’ll love you forever. Remember details about your customers, address them by name, and go the extra mile to develop a real bond. Mindy Grossman, CEO of Weight Watchers, says, “Our ability to create that one-on-one engagement with a customer is a point of differentiation and strategic advantage for us.” No matter your industry, you can create that advantage for your business. MAKE PROACTIVE CONTACT If you only engage with customers when they are looking to buy, you’re a pricing company. Once a customer is shopping around, they already know what they want. They’re just looking for the best deal. Conversely, if you reach out to your customers to follow up, provide them with information, or even just share something fun, you’ll build brand loyalty. CREATE A COMMUNITY Speaking to your customers is great, but giving them a way to speak to each other can be just as valuable. Savvy use of social media is a great way to achieve this goal. Give people a reason to share their experience with your business and a forum in which to share it. Even better, incentivize. Offer customers discounts on future purchases for posting about their experience on Facebook. The more creative you are, the more engagement you’ll see. Engaged customers are loyal customers. But it’s up to you to engage them. Don’t fall into the trap of focusing only on customers who will buy in the next 30 days. ARE YOUR CUSTOMERS FORGETTING ABOUT YOU? Ways to Increase Engagement

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Well, if it’s prepackaged and generic — like a blog post, article, aide-memoire, or book — then it’s information. But if it is specific help for a specific case, then it’s advice. And there are two very good reasons to avoid the practice altogether. You see, since nearly everyone else is still giving away free advice, doing the same thing turns your offer into a commodity and makes it increasingly difficult to differentiate your firm. The second reason is free advice undermines your positioning. It lowers your perceived status almost instantly and basically throws ice on the deal. What you want is a potential client who is hot to hire someone immediately and only wants to hire you . First, free advice has a hidden cost.

And the way to do that is proper positioning. If your firm’s positioning is correct, you’re automatically differentiated from the crowd, and you operate (and dominate) on a completely different playing field. With proper positioning, potential clients recognize your value immediately and hire you without needing or even asking for free advice. And that’s the winning strategy for influence and control in today’s market. If you’d like to know more details about how this works, my “Attorney Authority Reboot” book explains the process. You can request a free copy right here:

speakeasy.marketing/ AttorneyAuthority

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 2017, and more • Completely revised and updated for 2017 • Complimentary copy mailed or emailed upon request

Available on Amazon Kindle or by emailing rj@speakeasymarketinginc.com.

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HOW TO PROFIT FROM BITCOIN IF YOU’RE AN ATTORNEY KEEP UP WITH YOUR 2018 BUSINESS GOALS DON’T LET YOUR CUSTOMERS FORGET YOU 7 WAYS TO BUILD A ‘MOAT’ AROUND YOUR PRACTICE

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THE HIDDEN COST OF FREE ADVICE

THE HIDDEN COST OF FREE ADVICE I often hear this question: “Should I give free advice to potential clients?” Many attorneys believe that giving out free advice to potentials creates an opportunity for them to build trust and demonstrate how they are different from competitors. But is this really the best practice in the modern, hypercompetitive landscape?

7 WAYS TO BUILD A ‘MOAT’ AROUND YOUR PRACTICE

As you know, the kings of old built moats around their castles to protect their assets from the battering rams of invaders.

It was necessary protection against the weasels who were already rich from their kingly fathers yet were greedy for more. And when invading princes failed, they could just run home to their own kingdom where Daddy kept them fat and happy. Meaning, they could afford to attack over and over until the kingdom eventually fell. Well, this is supposedly ancient history, but the practice of sacking kingdoms is still alive and well in the legal world.

Well, I have a definite opinion about this.

No, it’s not.

Giving away free advice is no longer a winning strategy. Instead, I strongly suggest giving away free information.

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What’s the difference?

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