GROW YOUR LAW FIRM IN 2018
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EVER WONDERED HOW CELEBRITY ATTORNEYS BUILT THEIR POSITIONING?
now celebrities in their own right, they all started off as regular attorneys, just like everyone else. Like every attorney, they had to do the work, prove themselves, and spend time in the field.
the go-to expert for specific types of cases in your metro/practice area. My latest book outlines precisely how to do this, and I’d like to give you a copy at no charge. Just click below and let me know where to send it, and it’s yours:
David Boies. Alan Dershowitz. Gloria Allred. Martin Garbus. Richard Scruggs.
What do all of these go-to attorneys for specific types of high-profile cases have in common?
They don’t chase clients anymore.
So, how did they gain their celebrity status?
When something happens in the news that’s related to their area of expertise, their phones automatically ring off the hook. In other words, clients seek them out and come to them.
SpeakeasyMarketingInc.com/ attract-affluent-clients
They did it through positioning.
Positioning rarely if ever happens by accident. It’s a deliberate strategy that you can replicate to attract higher-quality clients and become
–Richard Jacobs
However, here’s a fascinating insight: Even though these attorneys are
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EVERLANE ’ S ETH I CAL PRODUCTS & MARKET I NG Are Disrupting the Fashion Industry
Fast Company named Everlane one of the World’s Most Innovative Companies this year as recognition for building “the next-gen clothing brand.” In less than a decade since their 2010 founding, the company is now the envy of venture capital firms everywhere, boasting a valuation in excess of $250 million. Their success is a testament to the idea that consumers don’t have to be tricked or cajoled to buy a product. With a focus on ethics and transparency at every stage from manufacturing to marketing, Everlane has set a new model for how an apparel brand can grow and sustain success. Whether you sell clothes, dental cleanings, or legal services, you can stand to benefit from pushing your ethics to the forefront of your business. So, is there any way to avoid this dilemma? YES , there absolutely is. Moreover, the solution for a relatively risk-free review acquisition is elegant and simple: First, ask your former clients if they are satisfied with your services. If they aren’t, then don’t ask for their review. If they tell you they’re happy, that’s the green light. Now, there are a few nuances and details to doing this correctly, and I’m happy to share the whole strategy with you if you’re interested. I spell it all out in a free guide that you can give to your admins. All they have to do is follow the simple, step- by-step instructions, and you’ll have them bringing in fresh, high-quality reviews fast. We’ve tested this process with several of our private clients, and each time, it brings in 5–32 new reviews in just over a week. (Imagine what your online review count would be in a year.) If you’d like a copy at no cost to you, let me know over here: speakeasy.marketing/reviews
They want to know the factory.” To that end, Everlane carefully chooses the factories they work with and highlights them on their website. Every item they sell doesn’t just say where it was made, it also lists the factory name, which you can then read about on their website. And the company isn’t only transparent when it comes to sourcing and production; they also willingly divulge — and this may shock business owners — the cost, price, and markup on every garment. That may sound insane, but when your markup is about half that of standard apparel retailers (2–3 times versus 5–6), it’s actually a big selling point. Consumers, Everlane has found, are willing to spend extra when they know where their money is going. Of course, none of that would matter if the clothes weren’t worth buying in the first place. That means that in a competitive metro/practice area with legions of attorneys circling the same pool of clients, you can’t afford to be the attorney with the fewest reviews. What’s more, you need to keep new reviews coming in regularly. Because it’s a safe bet that’s what your competition is doing. This dynamic brings up a dilemma that many attorneys face: Attorneys need a lot of glowing reviews to stand out from all the other listings and compete for clients online. However, if you ask the wrong client for a review, it’s like kicking a hornet’s nest. If they weren’t happy with your services or harbor any resentment toward you that they never mentioned (and probably wouldn’t have mentioned if you didn’t ask), you could get stung by a negative review.
According to a Nielsen study that surveyed thousands of consumers across 60 countries, 73 percent of millennials were willing to pay more for goods made ethically and sustainably. That’s no small figure, and it helps to explain why Everlane, a clothing company founded in 2010, is making a huge splash in the fashion industry. The company follows a policy of “radical transparency” and strives to provide its customers with information that most of its competitors would rather keep hidden. “We felt that the retail industry, and brands in particular, weren’t educating consumers in the way that we felt consumers want to be educated,” says Everlane CEO Michael Preysman. “Consumers want to know where their product comes from. Consumers want to know where their clothes are made. All of those are essential elements in an overall marketing strategy, and she noticed them, but none of these elements made this particular attorney’s listing stand out above all others. Here’s what made the difference: When potentials search for attorneys online, the first thing they look for is client reviews. The more you have, the better. WHY? Because in the digital era, we all check for reviews on practically everything. Most of us are conditioned to do it now. That means potentials look to see what your former clients have to say on Yelp, Google Plus, Avvo, and your website before they decide to give you a ring. When they’re scanning the list of attorneys, the one with the most and best reviews nearly always gets the call.
...continued from page 4 WHY ASKING FOR REVIEWS IS LIKE KICKING A HORNET’S NEST
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DO BIG LAW FIRMS OFFER FREE CONSULTATIONS?
Maintaining the flow of ideas and information between team members is as necessary to a business as the nervous system is to the human body. Internal communication (IC) is what determines how flexible and responsive your company is to day-to-day challenges. In today’s fast-paced, decentralized marketplace, leveraging the right tools and strategies to make IC engaging, effective, and fun has never been more important. Here are Making IC engaging from a leadership standpoint means taking the time to use the right medium for your message. The last thing you want is to have team members sitting through a meeting thinking, “Couldn’t this have just been an email?” Recognizing what you want to communicate and why are important steps in deciding the best way to deliver information. Saving in-person meetings for big collaborative projects and important announcements will add more weight to those moments while allowing communications of lesser magnitude to be handled quickly and efficiently over email and instant messaging. INTERNAL, YET GLOBAL Remote work is becoming more and more common — and it’s a good thing. Research conducted by IBM suggests that remote workers are, on average, more engaged and effective than those who come to the office from 9 to 5. With group messaging apps and cloud-based software, you can keep your team on the same page no matter where they are in the world. The best tools to make this possible will depend on your business, but keeping everyone under the same umbrella of programs, such as Google’s G Suite, is LET’S TALK Getting the Most out of Internal Communication a few tips to help you get there. MORE CHATS, FEWER MEETINGS A company’s culture exists within the ways its team communicates. Having avenues available for employees to blow off steam, share funny stories, and stay abreast of each other’s lives is an important part of improving retention and company morale. Even spicing up a companywide email with a well-placed GIF or pop culture reference can do wonders to give your IC a voice unique to the culture and values of your company. Finding the styles and methods of communication that best fit your company takes time, but it’s worth it. Not only will creating your own communication style ensure that time and resources are used effectively, but it will also ensure that your team has a voice. Nailing this key aspect of your business will allow everything else to run far more smoothly. a great strategy to start with. MEMES AND GIFS GALORE
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Like how they handle their consultations. So then what should you offer instead of free consultations? I recently recorded a podcast that reveals a strategy that works far better. You’ll discover how to reduce price resistance and price shopping, attract higher quality potential clients, retain nearly 50 percent more clients than before, and much more. If you’ve been struggling with time-wasters and potentials who go ghost, then you’ll find a lot of value waiting for you in this episode. You can listen to it here: SpeakeasyMarketingInc. com/podcast/forget-free- consultations-this-works- far-better
If big firms did what a lot of solos and small firms do — entertaining time-wasters for hours on end, only to have them “go ghost” later — they’d quickly go out of business. When you have a large firm with a large pool of potential clients wanting your time, the myriad problems that time- wasters create can easily multiply out of control. Should you model large firms, then? Not necessarily. A lot of what the big firms do — like brand advertising, putting your face on a bus or billboard, and so on — won’t ever work for small firms. Furthermore, it’s not savvy or cost-effective advertising. Nonetheless, despite the advertising mistakes big firms make, it often pays to watch what they do in other areas.
‘REAL SECRETS OF ATTORNEY MARKETING LAW SCHOOL DARES NOT TEACH’
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.
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EVER WONDERED HOW CELEBRITY ATTORNEYS BUILT THEIR POSITIONING? EVERLANE’S ETHICAL PRODUCTS & MARKETING WHY ASKING FOR REVIEWS IS LIKE KICKING A HORNET’S NEST DO BIG LAW FIRMS OFFER FREE CONSULTATIONS? LET’S TALK
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DO BIG LAW FIRMS OFFER FREE CONSULTATIONS? Ever wondered why most prominent law firms don’t offer free consultations? It’s not that free consultations can’t produce clients. They can. However, the reason most big firms don’t offer free consultations is straightforward: They want to stay on the right side of natural selection. Let me explain: CONTINUED ON PAGE 3...
WHY ASKING FOR REVIEWS IS LIKE KICKING A HORNET’S NEST Picture this: A potential client realizes she needs legal help immediately. So she grabs her cellphone in a panic and searches Google. As she’s thumbing through the listings, one attorney stands out among the throng. After a few moments looking through the listing, she makes the call, and the rest, as they say, is history. What caught her attention?
What was it that caused her to decide to call that particular attorney over all the others?
Powerful credentials? A well-written listing? High-definition, professional headshots?
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