Rank #1: Episode 26 [General] Expert Positioning = More Clients Retained [Richard Jacobs’ Marketing Conference Speech]
Jul 22 2014
Rank #2: Episode 256 - Dan Jansen- Nextlaw Ventures- Reinventing the Practice of Law through Artificial Intelligence
Just a few years ago, a large law firm by the name of Dentons realized the coming changes that an overlap between technology and lawmight create, and wanted to get ahead of the game. As a result, Dentons created Nextlaw Labs with the vision of reinventing thepractice of law using technology. As a subsidiary of Nextlaw Labs, Nextlaw Ventures emerged, which is an early-stage, legal-focused venture fund that invests in a variety of legal tech companies.
As the CEO and Managing Director of Nextlaw Ventures, Dan Jansen discusses just a few of the 10 legal tech companies currently in their fund, including ROSS Intelligence, which is an expert legal, research-driven tool that leverages AI to answer legal questions and create legal memos. Jansen believes that this technology will have a democratizing effect on the practice of law by allowing small firms to find the answers to complex questions that, otherwise, only larger firms might have the ability to answer.
Tune in to hear the full discussion, and visit nextlawventures.com to read about all 10 companies in Nextlaw Venture’s portfolio.
Jun 25 2018
Rank #3: Day 7: 12 Days of Attorney Marketing Christmas— Skews—Secrets of Attorney Marketing with Richard Jacobs
Dec 02 2019
Rank #4: Episode 225 – Growing Your Law Practice By Looking Forward Vs. Looking Back
A lot of attorneys look back and cry over failed marketing plan or failed PPC campaign etc. But they fail to understand that it's too late, everything has happened, time has passed and they have zero control over the past.
What you can do instead is to look forward, learn from the mistakes, try and improve the marketing plan or PPC campaign or whatever you're going to do next. It's a simple concept yet so many attorneys just focus on the past and miss out on the opportunities to grow their practice.
I've talked about what yous should do when looking forward, how should you plan out things, how you should develop a review system of your efforts and more. Listen to it below and make sure to subscribe, share and review the podcast.https://media.blubrry.com/speakeasymarketinginc/p/content.blubrry.com/speakeasymarketinginc/Episode_225-Growing_Your_Law_Practice_By_Looking_Forward_Vs_Looking_Back.mp3
Mar 01 2017
Rank #5: Episode 217 – What It Takes To Be A Successful Female Attorney In Today’s World
Jan 13 2017
Rank #6: Episode 228 – The Young Attorney – Doogie Howser, In Law School
Completing law school at any age is an impressive feat. For Attorney Philip E. Meyer, that time came and went a little earlier than for most. Listen as Meyer tells us about his experiences (both the pros and cons) of attending and graduating law school by the age of 22! He lets us in on the secrets of how he harnessed his youth and what he learned from other attorneys and used this as an effective strategy to market himself.
Attorney Philip Meyer joined Scribner Fowlke – Attorneys at Law in 2015. Before that he was a solo practitioner. As well as being a licensed attorney, he also has his real estate license. Before he began his law practice he managed property. He has several years of experience working with tenants. In addition to property management, he is very proficient at negotiating for collections and getting judgments against debtors. Within his real estate practice he has experience negotiating real estate contracts, cleaning up title to property, boundary disputes, and evictions.
Meyer graduated from the University of Utah’s S.J. Quinney College of Law in 2013. During law school, he was a law clerk for the Utah Attorney General’s Office. Following law school, he chose to start his own practice but after being mentored by Thomas Scribner for a year, he decided to join the firm. When not working, he enjoys working on his small ranch. He has ten horses including a stallion and several colts that he enjoys training. If not in the office, he is usually in Utah’s beautiful mountains.https://media.blubrry.com/speakeasymarketinginc/p/content.blubrry.com/speakeasymarketinginc/Episode_228-The_Young_Attorney-Doogie_Howser_Law_School_In_Law_School.mp3
Mar 17 2017
Rank #7: Episode 21 [General] Marketing Your Law Firm: Easier Said Than Done – Limiting Beliefs
There are some things that look easy but are really hard to do when you get into them; sometimes, impossible. Marketing you law firm is one of these. It takes lot of stabbing and years of experience to be really good at what you’re doing. Legal marketing looks easy, but is actually very hard!
Jun 18 2014
Rank #8: Episode 234 – Become An Authority Attorney – Exclusive Interview With Bert Martinez
Apr 06 2017
Rank #9: Episode 267-Secrets of Attorney Marketing–Richard Jacobs of Speakeasy Marketing, Inc. – The Importance of Following Up
In this interesting podcast, Richard Jacobs, the president and founder of Speakeasy Marketing, Inc., continues his discussion on marketing, as he delivers new information that can help you, attorneys, bring in more, and better, clients. Richard Jacobs is a noted authority in marketing. Jacobs’ company, Speakeasy Marketing, Inc., has assisted hundreds of attorneys in their quest to procure better clients and achieve higher profit levels for their firms.
Jacobs discusses his training in the field of marketing, having studied the important work of innovative marketers such as Dan Kennedy, the ‘tell it like it is’ author of seven popular marketing books and counting. Jacobs underscores the importance of following up. As he states, it is imperative to always follow up on any campaign, etc. that you have put in place. Following up is essential. When potential clients call your firm, asking questions, or probing for answers to legal matters, this is a golden opportunity that many attorneys, unfortunately, fail to capitalize on. You cannot have the mindset that they will call again if they have liked your pitch or feel they need you; you must make the effort to pursue them in a professional way by following up, checking in.
With so much competition to get top-ranked on Google, etc., and considering the expenses that it takes to successfully run a law firm, every call is precious. Jacobs breaks down the costs of marketing and encourages all attorneys to think of every call as an expense. He states that it is common to spend many hundreds to several thousands of dollars per month on marketing and thus a call that comes in from those efforts should be valued at a high level always.
Jacobs explains a particular marketing campaign he launched with Speakeasy. He talks about the numbers that came out of his marketing effort, with 39% of his new clients attributed to a first time marketing pitch from Speakeasy. But with their following up efforts, either via phone or direct mail, Jacobs states that they were able to haul in another 19%, a pretty successful effort by all accounts. Then a third time produced 13%, and a fourth produced 9%. Thus, it is clear, and the numbers provide proof, that following up is critical, and that it gets results!
Whether you’re a DUI lawyer, bankruptcy attorney, or personal injury attorney, these efforts, following up, will bring in new clients. And new clients will build your firm’s profits steadily. Follow up!
Aug 05 2019
Rank #10: Episode 260 Video Victories Michael Mogill, Author,President and CEO of Crisp Video—Unlocking the Incredible Power of Video, Connecting With Your Audience, and Increasing Profits
Michael Mogill, author, president, and CEO of Crisp Video delivers an interesting overview of the many ways that video can connect with clients by telling a unique story that people can get excited about.
Mogill has always been passionate about pushing creative ideas and leading businesses to success. A true entrepreneur, Mogill was accepted into medical school but he yearned to create something uniquely his own, a business that could really impact other entrepreneurs reaching for the next level. Mogill founded a video marketing company by the name of Crisp Video Group, and video work is the heart of their business. Video can create change, deliver incredible value and drive growth. The Crisp Video team is comprised of talented videographers, editors, writers, and marketers who work together to craft precise content that will resonate with an audience and get results.
Mogill talks about his background, and what got him motivated to open his company. Mogill states, the video is engaging, and that is undeniable, but not everyone uses video to their greatest advantage. After a push to launch his company began to garner results, a fortunate, but accidental, situation opened the door for Mogill to begin servicing attorney clients, and the business really took off from there. By producing a truly unique, almost movie-trailer worthy, video for a legal client struggling to find her client base, Mogill helped her find her audience, and in turn, he found his in the legal field. As true storytellers, Crisp Video takes on each of their new attorney clients with excitement; it’s a chance to tell the client’s story in a unique way that will propel their firm to new heights and reach a broader base of clients.
Mogill discusses the importance of telling a good story, and of communicating trust and value. He details how smaller firms can find their audience by being more strategic, as they will not be able to outspend the big firms. By creating videos for their clients that are truly inspirational and interesting, Crisp Videos’ videos often get shared, and shared, and shared, which pushes a client to a wider audience. Mogill outlines some of the elements of a top video, and he states that authenticity is the key. People will resonate with authenticity in a video, a message that connects in a real way and helps the firm to stand out from the competition. Mogill explains how many clients come to them and they really do not know what they should present in a video. Mogill and his team help their clients to pinpoint the most important issues, to assist them with figuring out exactly what makes their firm great in a way that will truly connect with potential clients.
Mogill discusses his book and the many tips that people can glean from it. The book, The Game Changing Attorney: How to Land the Best Cases, Stand Out from Your Competition, and Become the Obvious Choice in Your Market, gives attorneys a clear understanding of how to market successfully. And Mogill is happy to help his clients help their clients, so everyone thrives.
Jan 15 2019
Rank #11: Episode 208 – Machine Learning Contract Analysis For Attorneys
We may not yet be at the point where robots are taking all of our jobs … But why not pass off some of the workload at least to machine learning artificial intelligence software that sets the stage for users to employ its contract analysis and helps attorneys in their due diligence. The Director of Marketing of Kira Systems explains how it works and who it works for. Listen to the podcast below or download it for later. Make sure to subscribe, share and review the podcast.
Tracy: This is Tracy Merda and today I have a special guest Robin McNamara, Product Coordinator at Kira Systems, a leader in helping enterprises uncover relevant information from unstructured context and related documents. Hello Robin. Thank you so much for joining me.
Robin McNamara: Hi Tracy, Thanks. Thanks very much for having me.
Tracy: As someone who spends a lot of time myself looking over paperwork and contracts and things like that. This topic that came up today with Kira Systems is absolutely fascinating. I’ll be honest with you. It sounds too good to be true, to be quite frank. So tell me what is Kira Systems and how does it work?
Robin McNamara: We are a software company that assists law firms with identifying and analyzing important clauses in contracts as well as other important documentation that they might have. In particular we assist or the genesis for our company was assisting law firms with the due diligence process associated with Legal work which is a process in which usually large corporate firms use huge volumes of contracts in order to identify risks or other information that might be relevant to a transaction thereby affecting the purchase price or how the transaction is structured or whether the transaction can really go ahead and happen at all. So this was a process that our founding team, our CEO Noah Waisberg and CTO Alex Hudek identified as an area of legal work that could be sort of improved in the way that it was conducted in the past. They saw an opportunity there and we built a software team to assist with that.
Tracy: So how long have you guys been around?
Robin McNamara: Noah and Alex founded Kira Systems in 2011. Noah’s background is as a corporate lawyer at the firm called Weil, Gotshal & Manges in their New York office where he did a lot of this legal work called due diligence which basically involves reviewing usually large numbers of contracts as I said before, in order to identify the risks and also test opportunities and so he did a lot of this work and I think the characteristics of that sort of work really lent itself well to the type of technology that we use which is where Alex comes into this. He has a PhD in Computer Science but specifically has a specialization in machine learning from a school called Waterloo which is sort of Canada’s MIT. So the two of them got together and were able to come up with a machine learning based solution to this very common legal problem associated with due diligence. Due diligence being a task that is pretty difficult to do well. So really smart and talented people working at prestigious law firms often struggle to do it well because the information you are trying to find is potentially hidden or nuanced in such a way that it is difficult to recognize. But it’s also fairly a repetitive process so oftentimes you are looking for the same sort of things again and again. So in their combined expertise they were able to come up with a software solution that delivers both time saving as well as accuracy benefits and for that reason, our company has been able to attract some very high profile clients including some of the largest and most traditional law firms in the world like DLA Piper, Clifford Chance and Freshfield as well as some of the other large professional service organizations like De Voight. That is a brief history of our company which came to be in the last 5 years or so.
Tracy: You guys came at it with both the technology side of it as well as having someone with firsthand experience and probably a lot of appreciation for anything that can ease the process of going through contract after contract, I imagine.
Robin McNamara: Yes. Exactly. It’s our dual expertise that is really important. We seek to provide a good solution in this area. We have a number of computer science PhDs in our staff at the moment as well as a number of really talented developers and designers. We also have quite deep legal expertise particularly in our primary target market. So we have a number of people on our staff who have a lot of experience doing MNA work in a number of different contexts and we think that it really gives us both a solid understanding of what our customer’s needs are as well as the cutting edge technical expertise needed to do really exciting and interesting things in this space.
Tracy: Let’s talk a little bit more about the technology behind Kira systems. Tell me a little bit about how it works? Obviously I am by no means an expert in this field so if you could dumb it down for me in layman’s terms. What is it looking for when it’s going through documents and things like that?
Robin McNamara: There are a few different ways that you could approach a problem like this. A problem like this being where you have a lot of unstructured information and you want to find certain phrases or words that are suggestive of broader concepts than you are looking for. Systems in the past used oftentimes rule based approaches to solving these problems. You might come up with a recipe that looks for certain keywords, maybe in a certain order or something like that that you can sort of as a human who is very well experienced in a given area might be able to construct a recipe to find a lot of examples of a certain type of contractual provision. An example of that would be something like an assignment provision usually uses the word assignment and maybe a handful of other words and therefore if you search for those words in close proximity to one another, then maybe you are going to be able to capture a majority of the instances of an assignment provision. The significant difference here between that sort of approach which had been tried a bunch of times in the past and it was moderately successful as a solution to this sort of a problem but had some really significant drawbacks. The difference between that and what Kira Systems does is that we use technology that really determines that recipe for you. So we have technology that will basically break down natural language into it’s component parts which we call features and then on it’s own will come up with an appropriate recipe to weigh the different features to find the information that you are interested in finding. So for example, an assignment provision, although you as an expert in the field might know that it usually contains the word assignment. There are all sorts of other features that might be relevant to making that determination that you wouldn’t be able to maybe pick up on or articulate well. So maybe the assignment provision occurs generally in a certain position within the contract or within only certain types of contracts. Potentially the sequence of words used in assignment provision is atypical. So there are all sorts of things that it would be very difficult for a human to both pick up on and articulate well and oftentimes unpredictable things and for that reason, if you can have a system make those pro se determinations in a mathematical way where you end up having happened is that the system is more accurate and importantly a lot more robust to unforeseen types of phrasing. So if someone uses synonyms or uses a new sort of phrasing, our machine learning system is able to accommodate that and maybe identify that it is an assignment provision even if it is not phrased in exactly the same way as the system has seen before. Does that depiction make sense?
Tracy: Absolutely. This seems like a no-brainer to me. Are a lot of law firms using these systems? What else is out there that they are using instead of this system? It seems crazy to me if someone doesn’t jump onboard with this today.
Robin McNamara: As I mentioned, we have a number of very significant law firms and corporations and other professional services firms using our software but this base in general, is fairly new. There aren’t too many companies that are approaching contract review using machine learning. There are others but we are all fairly recently established companies. If you look at the way this space is changing there is fairly rapid adoption of Kira Systems technology in law firms as well as corporations and other professional service firms. I think the main reason for that is these organizations are coming to the conclusion which you just mentioned, which is that if you can do this more accurately and in less time then it’s a no-brainer that they should use this to enhance the way that you are doing this work.
Tracy: So you mentioned that it’s in it’s infancy slightly in terms of the companies being around and things like that but you obviously, I’m sure are moving at a fast pace. Where do you expect to see Kira Systems in the next few years as to maybe 10 or 20 years down the line?
Robin McNamara: It’s not to say that we’ve definitely grown quite quickly. We are about 40 employees now which is a good number for a fairly recently established company. We are at the moment drawing a lot of attention for the core use case or the reason for our company being established around due diligence and improving the way that it is done at the moment. I think that there are a number of exciting things that we see on the horizon and there is still around this high level goal of improving the way that contract review is done. But there are a number of different ways that we can assist with that process. An example is that we are excited to assist with more is the sort of knowledge management around best practices for drafting contracts in different sorts of ways. At the moment we focus on primarily with assisting the contract review but we could and have more recently been doing some quite sophisticated studies around deal points and what the trends are in industries with given types of contractual provisions. These are the studies that happened down in the past highly manually but the difference with using technology like Kira for a task like that is that you can do it much more quickly and therefore you can do a much larger volume. In early 2017, for example, we would be able to give legal professionals a fairly comprehensive understanding of the way that certain types of contracts have been drafted in a given industry in 2016 whereas in the past, getting that sort of information would take a long time and be very expensive to have lawyers come in and construct those reports manually. So we see a lot of opportunity to augment the industry knowledge around best practices for contract drafting as well but there are a number of other ways that contract review or creation or a bunch of things around contracts could be improved and our system works either with it to work with. In fact a number of companies that you’ve also had on this podcast in interesting and exciting ways. So also short of ensuring that our software plays well with the sort of adjacent products in this space is another thing that we are excited about.
Tracy: I love this and I’m so looking forward to seeing what you people do with this especially for a lot of the attorneys that we work with; I already have 5 in my head that I know this would help with. So if someone would like to contact you Robin for more information and see if maybe your services are a fit for their firm, what is the best way to reach out?
Robin McNamara: We have a website as most companies do which is kirasystems.com. There you can read about our company and our product as well as a bunch of literature that we’ve produced about this sort of industry and our ideas on how and why machine learning is a good way to approach these sorts of problems and you will also find our contact information there. So get in touch with us and schedule a demonstration if you are interested in learning more.
Tracy: Alright. Well, I just want to give a special thanks to Robin McNamara, Product Coordinator at Kira Systems. Robin Thank you so much for this great information and for your time today. I know you will have a lot of interested listeners out there
Robin McNamara: Yes. Thanks very much for your time as well Tracy.
Jan 02 2017
Rank #12: Episode 272-Secrets of Attorney Marketing–Carrie Chitsey, Co-Founder & CEO of One Touch Video Chat – The Power of Video Chat
Carrie Chitsey, Co-Founder & Chief Executive Officer of One Touch Video Chat, provides an overview of her company’s innovative video chat software.
Chitsey and her team are passionate about communication and interaction. The One Touch Video Chat system helps create customer loyalty by creating memorable customer experiences. By strengthening the customer experience and boosting sales through bold communication, their system provides customer satisfaction and convenience and is a driving force in the exciting mobile video chat industry.
Chitsey talks about the formation of her company and her background in technology innovation. She recounts her work with attorneys and her passion for getting attorney firms up to speed on current technologies. She explains that we enjoy and seek out personal connections, and video chat can provide business owners an opportunity to connect face to face through technology, which enhances the user/customer satisfaction experience while increasing efficiency and saving money.
The technology innovator discusses the many outdated methods of ‘getting in touch’ and connecting that are truly relics in today’s technology-oriented business world. From the email contact form to appointment scheduling, etc., many businesses are using outdated methods to connect with customers. Chitsey discusses some of the best practices for utilizing video to enhance their overall business profile. She explains that while video chat is exciting and efficient, you still need to market this service and let your customers know that they can use it. You need to promote it on your social media, blogs, etc. to get the message out. But the bottom line is you need to get these potential customers to the video experience because once you do… the conversion rate is significantly higher. In short, the video connection really brings in new clients and customers in a way that other methods simply do not.
With Chitsey’s One Touch Video Chat you can empower customer connections right from your website. While many potential customers already utilize the ‘text now’ options on websites, to initiate a text chat with a person or a chatbot, imagine how bigger and more impressive the experience would be with actual video chat. Imagine a scalable B2C solution that utilizes far superior technology to create a powerful user/customer experience. That is what Chitsey’s One Touch Video Chat provides, and it’s the reason why video chat is exploding in the B2C support market.
Chitsey discusses some of the particulars regarding how to use One Touch Video Chat, and she expounds upon the various options and packages that consumers can choose from when they make the decision to step forward into current technology connectivity. And in regard to attorney firms, she discusses how video often weeds out the ‘free phone call’ types who really just want to get a bit of free legal advice but aren’t serious about becoming clients.
Sep 18 2019
Rank #13: Episode 219 – The Benefits Of Taking Great Care Of Your Clients
Jan 18 2017
Rank #14: Episode 109 – Forget Free Consultations. This Works Far Better!
Discover why the tried and true “Free Initial Consult” Won't Get You Clients in 2016 and beyond.
Our busiest and most successful attorney clients are using
something very different. It's not a ‘trick' or ‘tactic', either.
In this special podcast you'll learn how to:
- Reduce price-resistance & price-shopping
- Write a far more effective ‘call-to-action' vs. “Free Consult”
- Attract higher quality potential clients
- Retain nearly 50% more clients than before
Listen to the audio below to find out what works better than Free Initial Consults.
Mar 29 2016
Rank #15: Episode 221 – ‘Ransomware’ Attack On Mr. X’s Law Firm. How Safe Are You?
Recently one of my clients, let's call him Mr. X, had a ransomware attack and he had to pay 6 Bitcoins (around $4000 at the time) to get his data files un-encrypted and returned to him by the hacker who extorted him.
Ransomware spread mainly through spam e-mail and immediately infected one of Attorney X's computers and encrypted the files stored there.
Mr. X couldn't access the data. He had to eventually pay the attacker to get his data files back. Its a terrible story but in the interest of my attorney clients and attorneys on my list and the public at large, I've interviewed Mr. X so people can learn how to protect themselves from ransomware.
Listen to it below and make sure to share it.https://media.blubrry.com/speakeasymarketinginc/p/content.blubrry.com/speakeasymarketinginc/Episode_221-Ransomware_Attack_On_Mr_X_s_Law_Firm_How_Safe_Are_You.mp3
Jan 30 2017
Rank #16: Episode 213 – How To Grow Your Law Practice By Asking The Right Questions
Planning is one of the most important factor in growing a law practice. Even if you really want to focus on being a lawyer and not a marketer, still you need to prepare a sequence of action steps that you'd take to grow your practice and it doesn't have to be a 5 year plan or even a 1 year plan.
The easiest way to do this is to look at the next 30 days and start asking the right kind of questions, like how many cases do you want in next 30 days, what kind of cases you want and how you're going to get them? Then lay down the sequence of action steps to follow to meet your targets. Its easier than you think!
Listen to this podcast, its short, sweet and to the point. And if you still think planning is difficult and you don't have a lot of time, let us know, we can help you! Listen, subscribe and review the podcast.https://media.blubrry.com/speakeasymarketinginc/p/content.blubrry.com/speakeasymarketinginc/Episode_213-How_To_Grow_Your_Law_Practice_By_Asking_The_Right_Questions.mp3
Jan 04 2017
Rank #17: Episode 266-Secrets of Attorney Marketing–Richard Jacobs of Speakeasy Marketing, Inc. – Customer Segmentation (Intake Calls, Scripts, and Drilling for the Important Information That Will Bring in Quality Clients)
In this marketing tips podcast, Richard Jacobs, the founder, and president of Speakeasy Marketing, Inc., continues his detailed discussion regarding customer segmentation.
Richard Jacobs has over ten years of rigorous, specific experience in attorney marketing strategies that get results, and his company, Speakeasy Marketing, Inc., has assisted hundreds of attorney firms to implement creative marketing strategies that consistently bring in new, and better, clients.
Jacobs provides a quick overview of his previous customer segmentation discussions, such as segmentation by age and circumstance (considering the age and income level of potential clients), and segmentation by ethnicity and type of community (opening up your marketing to segments of the community that are not being serviced by other firms). Jacobs states that now that your firm is making the smartest choices of clients (considering age and circumstances and which clients are willing to pay more for quality legal representation) and you’re marketing to underserved communities (perhaps the Asian and Latino communities, as well as the LGBTQ community), it’s time to consider your first contact with clients.
The first contact with a potential client often comes via the initial phone call. If you’re a two or more attorney firm with an admin person and a call comes in, this is a perfect opportunity to have your admin person gather some basic information to get things moving in the right direction. Jacobs underscores the importance of having your admin people trained in dealing with incoming calls and utilizing prepared scripts with questions that home in on the specifics. He cites examples from a script for a potential DUI client, asking them questions about their situation and charges (BAC level, was a field sobriety test done, do you have a commercial license, are you in the military, etc.) and then informing them about the attorneys that would be ideal to work with them on their case. By offering information on the attorneys who are available (discussing experience in years and in the courts, etc.), the client now can segment on their own, meaning they will now be armed with the information to self-select and make their choice of attorney based on the information that has been provided to them.
As the admin has laid out valuable information about the attorneys in the firm, relating to the new client the ways in which the attorneys are different (such as very experienced attorney/higher rates) and (younger attorney with less experience/lower rates), and their expertise in general, the senior attorney can now charge more—easily. This is because the information has all been laid out up front and the new client is self-selecting. It’s a great way to introduce the attorneys, discuss fees and areas of expertise/track record, and keep rates at a level that can really boost your profits.
This very brief preliminary intake interview allows your firm to filter clients, and it gives you command of the information so when you get on the phone with them you will already know who you are dealing with as they are already segmented. You will not be wasting your time with tire kickers, you’ll be able to focus and get into the meat of the case right away, because your time is valuable and you need to be billing for it, not wasting time selling yourself.
If you’re a solo attorney, you can still emulate this process. You can ask the basic questions up front yourself and drill down to the important information that will help you discern who is a good client, and help you to easily convert a call into a client. Jacobs provides multiple examples of the kinds of information you can ask to receive as well as the kinds of information you can deliver, and thereby make your calls productive.
Jul 05 2019
Rank #18: Episode 265-Secrets of Attorney Marketing–Richard Jacobs of Speakeasy Marketing, Inc. – Customer Segmentation – Seeking Out Specific Communities
In this interesting and useful marketing tips podcast, Richard Jacobs, the president and founder of Speakeasy Marketing, Inc., continues his discussion on the topic of customer segmentation.
Richard Jacobs is an expert in marketing and his company, Speakeasy Marketing, Inc., has successfully guided hundreds of attorneys toward better clients and higher profits. Jacobs recaps his previous customer segmentation podcast, touching on important points regarding the age, status, assets held, etc. of potential clients, and how marketing can help you pull in the right kinds of clients and filter out the ones you don’t want.
Continuing, Jacobs talks about attracting various communities to your business, such as the Latino community, the black community, the LGBTQ community, and others. He brings up the point, can you market to specific ethnic or other types of communities and why would you want to? In regard to the LGBTQ community, Jacobs offers that the community is compromised of individuals who tend to have fewer children and may, as a result, have more money, often with both individuals in partnerships bringing in an income. Jacobs states that the LGBTQ community is perhaps not marketed to for legal services as much as other communities may be, and for this reason, the LGBTQ community is a great opportunity for your firm to bring in many new, excellent clients who have money.
Jacobs discusses techniques to bring in various ethnic groups. He states that you can call them out directly in your marketing, mention that you have staff who speak Spanish and directly target Latinos for example. Whatever the ethnic community, find a way to insert yourself into their community and make it clear that you are a friend to their community, understand them, and want to represent them specifically for all their legal needs. And once you successfully satisfy a few clients in their community, the word usually spreads quickly and you’ll see more clients walking through your door. Even if you don’t speak the language of a particular community, even if you only speak English, you can still insert yourself into their community by becoming a trusted member of the community, starting by helping a few, and watching your numbers grow once you gain the community’s trust. As Jacobs states, there is great money to be made and great clients to be discovered by targeting your marketing in specific ways.
Jul 05 2019
Rank #19: Episode 231 – PPC – Know What Works and What Doesn’t
Apr 04 2017
Rank #20: Episode 214 – Effective Marketing Tips From A Successful Small Firm Attorney
Jan 13 2017