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The following seven methods are used by Attorney Paul Geller to consistently acquire more and better quality cases, boosting his AVVO rating and attracting positive reviews. You too can use these tactics at to improve your practice.
METHOD ONE: Use your lawyer marketing book as a lead magnet and have it available for download on your website, along with a contact form.
This turns a potential client into a lead, whom you can contact and engage with. It provides them a non-threatening way to start getting information without having to call you. There are many people who are timid about calling law firms. Many lawyers and law firms are rather off-putting over the phone and this makes potential clients uncomfortable. Making your lawyer marketing book downloadable is a great way to give people another path to get the information they need and to start perceiving you as an authority on the topic.
METHOD TWO: Publish your book on Amazon and Kindle, so that you become a legitimate published author.
Attorney Geller’s book is available on Amazon and has accumulated reviews, which is a great thing to be able to advertise. You may consider informing potential clients that they can buy your book on Amazon while also offering to send it to them free of charge.
METHOD THREE: Mail physical copies and email digital copies of your lawyer marketing book to potential clients.
Mention the book to all prospective clients who call, even those who seem like a sure thing. You should tell everyone about your book, from referrals to your best friend. Mention the book even to potential clients who already have an in-office appointment.
Ensure your staff is also talking about your lawyer marketing book. Every single prospective client should receive a copy. If you can’t afford to mail a physical copy to everyone, then only mail them to people who show genuine interest. Everyone else should at least get an emailed digital copy. Sending potential clients a physical copy of your book really impresses people. They start to think about the money you spent to send it to them and are more likely to open and read it. Everyone needs a reminder to take action.
Getting someone to consume your lawyer marketing book for any amount of time is the key to turning a potential client into a paying client. This is why getting a physical copy into their hands or either emailing a copy several times or emailing multiple chapters is important. When you send out a book, include a personal letter talking about the book with testimonials and other important information.
METHOD FOUR: Give your lawyer marketing book to potential referral partners and use it to build a referral network.
This includes giving a copy to anyone who interacts with your customer before, during, or after the time that you meet with him or her. This might include insurance companies, doctors, financial planners, bail bondsmen, and attorneys who practice in other areas. Give multiple copies of your book to your referral partners and keep them stocked, so that they don’t ever run out. By doing this, you are actually doing your referral partners a favor as well. It makes them look good to their clients because they can give them information that helps their situation.
A bondsman can’t directly recommend your services. However, he can mention that your office has provided a book as a free resource and give a copy to his client, who is then much more likely to call you than a lawyer out of the phone book. The same example could be applied to a body shop or a chiropractor.
METHOD FIVE: Turn your lawyer marketing book into an email series, a video series, or an audio series.
Getting potential clients to consume the material is the key to your success. Different people consume content in different ways. Some prefer to watch whereas others like to listen. Others yet may prefer to read information. You must cater to all learning styles using this advanced tactic. If you do this, you will get a lot more people to actually read your book and you will get more clients.
A related tactic is to chunk the information into smaller sized pieces because the whole book may be too much to consume at once. Slowly release the information onto the prospective client and after a while, they want to take action.
METHOD SIX: Mention your author status as often as you can.
Put a link to your lawyer marketing book in your email signature and your email series. Put a picture of you holding a copy of your book on your website. Mention it on LinkedIn, AVVO, Yelp, Google+, and Thumb Tack. Feature it on your media pack or on your one-sheet. Your entire staff should be talking about the book to all potential clients.
METHOD SEVEN: Send your lawyer marketing book to media outlets with a one-sheet of what it is about and what you can talk about in an interview.
Bloggers may blog about your book and local TV, radio, or newspapers may pick it up. Once that happens, you’ve even got more credibility pieces and can promote yourself with “As seen on TV”, for example. You should also always mention speaking at any industry conferences. Appearing as a speaker at various events gives you attention and credibility. Authoritative speakers have books and therefore, you need to have one too.
In the end, authority is everything and the best way to become an authority in your practice area is law firm marketing book publishing. The most powerful thing you will be able to list on your business card or on your AVVO profile, is “published author”. Ebook writing and publishing for law firms changes the game because most attorneys won’t ever publish a book.