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The most common question attorneys ask me about Speak-a-Book:
“What’s the price of your service?”
In my humble opinion, though, this is the wrong question. Instead, what they should be asking is: “What will it COST me to do a Speak-a-Book?”
Because price and cost are two very different things.
Let me prove it to you, right now.
Consider the following seven questions carefully.
1. Do you have an Avvo profile that sits there, getting eyeballs but not really bringing much traffic to your website or generating many phone calls?
(I’m not talking about one or two “bites” from tire kickers, but, rather, the kind of lead flow you used to get from a Yellow Pages ad… back in the day.)
2. Do you have visitors coming to your website, who find you through Google, but then “bounce” after 10-30 seconds without making an enquiry?
(I’d bet my right arm you do.)
3. Do you have “potentials” who call or make an enquiry once, but then disappear off the face of the earth never to be heard from again?
(Do bears poop in the woods?)
4. Do you have potentials who seem warm on the phone and commit to coming into your office for a case review, but then… fail to show up?
(Notice these jerks don’t even have the courtesy to email or call.)
5. Do you have potentials who sit through an hour-long consult, happily soaking up free advice, but then proceed to try and price shop you or play you off against a cheaper competitor as soon as you mention fees?
(They do it without a shred of embarrassment, because they don’t understand that what you offer and what Junior, Esq. offers are, frankly, incomparable.)
6. Do you have potentials who say yes to your fee, and seemingly cannot wait to get started… but then disappear off the face of the earth before they can write you a check and consummate your verbal agreement?
(I just heard there’s a bank that lets you cash in promises. You’ll find it across the Rainbow Bridge, right next to the Easter Bunny’s candy store.)
7. Do you have peers, non-competing attorneys in other practice areas, or professional contacts in the community who work with the very same people you represent — people who could refer clients to you, but don’t?
(The same folks who said, “Sure, I’ll send you some clients!”, but who haven’t sent so much as a click to your website.)
* * *
Now, guess what?
Each of these is a “revenue leak” that, quite likely, is bleeding your practice dry. And you can plug all of them by offering potentials a solid book.
What do I mean by a “solid” book?
A book that:
So, if you answered yes to ANY ONE of the questions above, there’s a good chance that getting a Speak-a-Book published won’t cost you a single dime.
On the contrary, it will stop you burning Benjamins.
And if you answered yes for three or more, then authoring a Speak-a-Book should be a no-brainer. How many other assets do you know of, that can help you plug all seven of these revenue leaks with just one fell swoop?
Because, here’s the thing:
All seven of these problems are really opportunities.
If you have the right kind of book, each one is an easy way to land more cases in 2020 and, potentially, multiply your bottom line without having to invest a single dime more in advertising. On the other hand, if you don’t yet have a book you can use to plug these leaks, that is costing you money.
So, how much does a Speak-a-Book cost?
Probably nothing. In fact, it may cost you money not to have one.
And what is its price?
Or, if you’d prefer, two smaller payments of $3,047.