GROW YOUR LAW FIRM IN 2019
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THE BEST WAY TO DEAL WITH PRICE OBJECTIONS
“$2,000 to take on my case?” “Hmm... that’s too expensive... I can’t afford that; I don’t have the money.” The next time a propsect utters these words (after you have generously given an hour or more of your time to understand their case and offer advice), do NOT make the mistake of allowing them to leave — or, even worse, making a deal. There’s a much better way to handle this situation. What you do is, you pull out a sheet of paper from your document case, slide a copy in front of him or her, and talk them through it. By the time you reach the bottom, they will see your fee in a completely different light. And, as if by magic, they might even start thinking of things they can pawn or spending cutbacks they can make to pay you. Why? Because of what’s on the paper. It shows them, in a matter-of- fact way, that when they consider all their options, they really This is something I detail and explain on pp. 220–226 of my “Secrets of Attorney Marketing” book. So, if you don’t yet have a copy, follow the link below and claim your complimentary copy today. It could help you a lot. speakeasy.marketing/secrets can’t afford to NOT retain you. What’s on this sheet of paper?
–Richard Jacobs
Published by The Newsletter Pro . www.NewsletterPro.com
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MEET I NG YOUR CUSTOMERS WHERE THEY ARE 3 Guerrilla Marketing Tactics to Grow Your Business
as opposed to just being a place to make announcements, which works well in their quest to get away from the cynical idea of the soulless, profit- mongering corporation. Having an online presence that engages people where they are, instead of making posts and waiting for potential customers to happen upon them, can help your business stand out online. FORM REAL RELATIONSHIPS WITH CUSTOMERS. This tactic, sometimes known as a grassroots movement, has many different facets. However, the goal is to ultimately win a customer’s business by engaging with them on a more personal level. This approach often involves using the internet to ask supporters of your business to repost or retweet material from your social media pages. You can also encourage your employees to engage with real people in places where your target demographic likes to spend their time. The goal is to foster genuine relationships with customers that make them feel cared for by your company and eager to keep coming back.
and it is a great way to raise local awareness for your brand. It involves advertising in unusual spaces with unusual methods. A recent example of this is how Taco Bell announced their presence in London in 2018. They created the illusion that Big Ben was ringing by mixing its sound with Taco Bell’s signature bell sound. They played it on speakers attached to rickshaws, which were driven around the city. While this is certainly a more elaborate example, ambient marketing can be as easy as using more unconventional surfaces, like sidewalks and drinking glasses, to market your product — so long as it is creative enough to make a potential customer take notice. ENGAGE INTERNET USERS WHERE THEY ARE. The marketing strategy that used to be known as “word-of-mouth,” “network marketing,” or “creating a buzz,” is now known as “viral marketing” on the internet. This is not a new concept in and of itself, but it can be made even more effective with some creativity. Major fast-food chain Wendy’s utilizes this strategy with their Twitter account. Their account takes on a personality,
Guerrilla marketing strategies, with their low-cost methods and innovative approaches to advertising, can be the key to growing both large and small businesses. Here are three examples of guerrilla advertising that, with enough creativity and boldness, you can use to maximize business growth. LEAVE NO SURFACE UNTOUCHED AND NO MEDIUM UNUSED. Ambient marketing is one of the more common guerrilla marketing strategies,
THINGS YOU SHOULD NEVER SAY TO CLIENTS
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What are these words? And why do they cost you clients?
Richard Jacobs — Speakeasy Marketing’s president — reveals, explains, and pontificates in today’s 4-minute podcast. It’s definitely worth “tuning in to” over your coffee this morning or on the drive to the office. Listen to it (or download it for later) here: speakeasy.marketing/never
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If they see that your firm has fewer reviews than your competitors — or, even worse, NO reviews — you’re fighting an uphill battle from the start. (Did you know that, for some types of reviews, Google will show your star rating in its search results before prospects click through to a website?) On the other hand, when you’re the firm that has the most reviews, the opposite is true: you are, effectively, king of the hill. Most solo attorneys with an ounce of business sense get this already. They’re doing their utmost to pull in positive reviews from as many clients as possible. If you don’t want to be left behind, you need to be doing the same. You need to make getting new reviews a strategic priority. In today’s podcast, Richard Jacobs shares a handful of tips and a specific, two-step strategy for getting more reviews — one very few attorneys know about. You can listen to it here: speakeasy.marketing/reviews AN EASIER WAY TO GET MORE REVIEWS? ...continued from page 4
THE BOOMING SUBSCRIPTION-SERVICE BUSINESS Recurring Subscription Satisfaction for Businesses and Consumers
In today’s economy, the demand for accessible and customized goods and services is steadily increasing, and companies are responding by bringing their business to the comfort of your home. With recurring payments, deliveries, and an ever-changing selection of products, pioneers like Amazon Prime, Netflix, and Dollar Shave Club are redefining what a modern transaction looks like. From movies and pop culture memorabilia to contacts and glasses, there is a reasonably priced subscription service destined to cut out the middleman for most industries today, and the numbers show that the companies developing this market have no intention of slowing down. The subscription-service industry is booming all over the globe. According to a long-term survey conducted by McKinley and Company, the e-commerce market has grown by more than 100 percent per year in each of the past five years, grossing $2.6 billion in 2016 alone. We’re all familiar with Netflix and Hulu, but subscription-box services, like Blue Apron and Birchbox, have been growing in popularity in recent years. These companies provide subscribers with a new box of products — from groceries and cosmetics to potted plants — on a monthly, bi-monthly, or weekly basis. The impact is widespread, with 15 percent of online shoppers saying they’ve subscribed to an e-commerce service over the past year. The numbers are even higher for entertainment services; 46 percent of the survey’s respondents subscribed to a streaming platform like Netflix. The priority for most customers is the ability to customize. Over half of all subscription services are built based on the pillars of curation and customization. And while some consumers buy subscriptions just for convenience, the majority sign up to be able to customize their products to their needs and preferences. Whether you want graphic tees, hair-loss products, or healthy meals, there’s a subscription service for you.
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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THE BEST WAY TO DEAL WITH PRICE OBJECTIONS MEETING YOUR CUSTOMERS WHERE THEY ARE THE BOOMING SUBSCRIPTION- SERVICE BUSINESS THINGS YOU SHOULD NEVER SAY TO CLIENTS AN EASIER WAY TO GET MORE REVIEWS?
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AN EASIER WAY TO GET MORE REVIEWS? We’ve said it before, and we’ll say it again: In 2019, reviews are the new coin of the realm. When prospects seek an attorney to advise and/or represent them, it is almost inevitable that they will turn to Google and compare your firm against others side by side. If they see that your firm has fewer reviews than your competitors — or, even worse, NO reviews — you’re fighting an uphill battle from the start. (Did you know that for some types of reviews, Google will show your star rating in its search results before prospects click through to a website?) On the other hand, when you’re the firm that has the most reviews, the opposite is true: you are, effectively, king of the hill.
THINGS YOU SHOULD NEVER SAY TO CLIENTS A few weeks ago, we shared a podcast. It should be required listening for anybody who works for you and will ever be authorized to stand within five feet of a functional telephone. Here’s why:
Statistically, based on thousands of “mystery shopper” calls we have conducted with more than 400 law firms, there is a very high likelihood that many of them will say something that will cost your firm business. In particular, we’re talking about five specific words. What are these words? And why do they cost you clients?
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