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At my time of writing this, we have 241 authors.
That’s 241 attorneys who made a decision to go through our Speak-a-Book program and invest in a book they can hand out to potential clients.
Why? What was their reason?
More than any other, they needed a positioning tool.
They needed a way to differentiate themselves from the dozen(s) of other attorneys in town who directly compete for the same cases.
They needed something tangible they could hand to potentials as they go away at the end of a case review to “think about it” or “talk it over with their husband or wife” — something that gives them an advantage over the other two attorneys who sent them away with a business card and a handshake.
Nothing says, “I’m different”, like a book.
Nothing says, “I’m not just another McLawyer”, like a book.
Nothing says, “I deserve premium fees”, like a book.
The next time a potential grumbles about your fee or tries to play you off against a competitor, instead of pleading your case you just smile.
You open a drawer, pull out a fresh copy of your book, and slide it across the desk as you look them in the eye. “This book is complimentary. It’s a gift from me. Even if you think can’t afford the level of representation we offer, I want you to read it. Because it contains vital information that will help with your case. You’ll also understand why our clients pay more to retain us.”
Then you shake their hand and wish them luck.
No pleading. No begging. No trying to win them over.
Because, guess what — he or she is going to rip that book open the moment they step inside their car, and it’s going to sell your services for you.
By the time they turn over the final page, they’ll have a new appreciation for your experience, and they’ll understand why a cheaper attorney simply won’t come remotely close to offering them what you bring to the table. And if you make it clear how busy your trial calendar is, and make it clear that you can’t take on every case that comes through your door, they might even feel fear. Fear that they could “lose” their opportunity to have you represent them.
Can you guess how many other lawyers enjoy this positioning?
In your specific metro/practice area, probably NONE.
You now have the advantage. Because you’re the only attorney who doesn’t have to chase potentials to their car and “win them over” on retaining you.
YOU are the prize. Not the potential.
This is why 241 attorneys (so far) have gone through our Speak-a-Book program. Because they felt they deserved this kind of positioning.
What about you?