Grow Your Law Firm

Latest Episodes:

Refining Your Messaging, with Tom Trush Mar 27, 2020

Show notes

Since October 2001, direct-response copywriter, author, and seminar speaker Tom Trush has been writing marketing materials that give entrepreneurs and executives in more than 120 industries an alternative to the typical corporate nonsense that makes most outreach efforts useless.

From website content and direct mail to special reports and email campaigns, Tom shows clients how simply changing their perspective on prospects can help position them as an industry authority, deliver higher returns on their marketing investments, and allow them to reach larger audiences with less effort.

What you'll learn about in this episode:

How Tom transitioned his interest in sports writing into a career working for a news wire service and then writing for marketing materials
How branding and direct-response marketing differ, and why direct-response is a better option for getting your prospect to take action
Why differentiating your law firm from your competitors is the key to effective branding and marketing
Why it is important to ensure that your website contains words like "you" and "your" to show that you are focused on the prospect and their needs
Why trying to force a single message to work for all audiences is ineffective, and why you need to tailor your messaging to the market you're addressing
Why your messaging should be clear and target your prospects' needs and problems in an individualized way
What steps Tom recommends you can take to create an interesting and attention-grabbing headline
How to create a call-to-action that explains to your prospect what will happen and provides an incentive
Why the language used on your landing page should mirror the language you use in your pay-per-click advertising
Why the channel you choose doesn't determine your marketing success, and why you need to focus on your market and message before you decide what channel to use

Resources:

Website: www.writewaysolutions.com
The "You" Effect by Tom Trush: https://amzn.to/2WyRdKa
Escape the Expected by Tom Trush: https://amzn.to/3a4hLH7
The Reluctant Writer's Guide by Tom Trush: https://amzn.to/393iJCn
Facebook: www.facebook.com/tomtrush
LinkedIn: www.linkedin.com/in/tomtrush/
LinkedIn: www.linkedin.com/company/write-way-solutions/about/
Twitter: @tomtrush

Additional Resources:

PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/

Survive and Thrive During the Coronavirus Pandemic, with Ken Hardison Mar 23, 2020

Show notes

Ken Hardison has fought for people's rights as a trusted personal injury lawyer for over 35 years. His ethics, integrity, and passion for his clients helped to build one of North Carolina's most successful firms, Hardison & Cochran, and a successful Social Security disability firm, Carolina Disability Lawyers, in Myrtle Beach, South Carolina. Now, as owner and publisher of the law firm management website, Law Practice Advisor, and founder and president of PILMMA, Ken devotes his time to helping attorneys build their own preeminent law practices with proven marketing strategies and management resources. Ken has been recognized as one of the top 100 Trial Lawyers in North Carolina and is a member of the exclusive Million Dollar Advocates Forum. Systematic Marketing is his tenth book. Ken has authored 5 books on marketing and managing law firms. He is a sought-after speaker throughout the country on marketing and managing law firms.

Ken is known as the "Millionaire Maker" due to his coaching clients doubling and quadrupling their law practices and income following Ken's practice growing advice and insights.

Ken lives in North Myrtle Beach, SC where he enjoys playing golf and fishing when he is not helping lawyers grow their practices.

What you'll learn about in this episode:

How your law firm can survive and thrive during the Coronavirus pandemic
How to be proactive and keep your clients happy amidst all the economic chaos
Where to find PILMMA's law firm survival kit for the Coronavirus pandemic
What law firms can do to set up their servers for remote access, and how they can manage their staff remotely
Why these trying times are actually an opportunity to grow your practice
Different tools that will help law firm teams communicate with each other and their clients during the lockdown

Additional Resources:

Website: www.pilmma.org/pcoach
Email: ken@pilmma.org
Coronavirus Survival Kit: https://www.pilmma.org/free-resources/

Secrets for Converting Prospective Clients, with Liz Wendling Mar 20, 2020

Show notes

Liz Wendling is the rainmaking attorney coach and the author of 6 books! Attorneys from all over the world seek her out when they want to discover how to be more confident and fearless in their practice and client development, lead generation and lead conversion process.

Liz Wendling combines a rock-solid sales background with a passion for coaching and the result is a powerful, new way to understand how to sell in today's crowded marketplace. Her innovative approach will support you in opening doors, closing sales and building relationships.

Liz is a much sought after business consultant, sales expert and emotional intelligence coach. She is straightforward, practical, and sassy and helps professionals innovate, modernize and master their sales approach, language, and process. Because what worked reasonably well a decade ago is now miserably outdated and inadequate.

Liz is known for her energetic programs, presentations and business-building superpowers that transform professionals into wildly successful sales rock stars!

What you'll learn about in this episode:

How Liz works with her client attorneys and law firms to help them modernize their lead generation approach to keep pace with today's market
Why today's consumers are savvier, and why it is important for attorneys and their firms to sell to these consumers in a way they appreciate
Why the first five minutes of an initial client consultation is the "make or break" moment that determines whether the potential client becomes a client
Why the best way to close with a client is to manage the conversation and do everything right from the start, and why there is no "magic closing technique"
Why following up using the right strategy and the right language with the right frequency is powerful
What critical mistakes firms make and why it is important to differentiate themselves, make a true connection, and go beyond marketing
Why making generic declarations about baseline expectations like "we treat every client with care" does nothing
What three steps Liz recommends attorneys take that can help them get more client conversations

Resources:

Website: www.therainmakingcoach.com
The Rainmaking Mindset for Attorneys by Liz Wendling: https://amzn.to/2VNU9CF
LinkedIn: www.linkedin.com/in/lizwendling/

Additional Resources:

PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/

Law Firm-Friendly Digital Marketing, with Jay Ruane Mar 13, 2020

Show notes

Jay Ruane is a nationally recognized expert in digital and social media marketing for lawyers. In addition, he is an Amazon best selling author in the Law Practice Management category.

When Jay was a kid, his father was a local criminal defense lawyer. Jay watched him go to work every day defending the rights of people just like you and me. He took enormous pride in his job, and he taught Jay the importance of protecting the rights of every man and woman.

Jay's father firmly believed that it is the job of the criminal defense attorney to check the power of the court and make sure that the laws are followed during the prosecution process. This is a belief that Jay saw in action every day and one that he came to adopt as his own. This way of viewing the world led him to his career as a lawyer.

In 2001, Jay went into private practice with his father. They started Ruane Attorneys, a modest criminal defense firm in Bridgeport focusing mostly on DUI defense. Fourteen years later, the firm has two additional locations, another senior partner, 8 associate attorneys, and a dedicated administrative team of 8.

Since opening Ruane Attorneys, Jay has spoken at several conferences, has been involved in local and national law associations, and has spent a minimum of 40 hours each year furthering his defense knowledge. He also authored and co-authored several books, including The Connecticut DUI Trial Handbook, Lady DUI's Connecticut DUI Survival Guide, and The Connecticut DUI Survival Guide.

What you'll learn about in this episode:

Jay shares his career journey and explains how he initially began marketing his practice digitally out of necessity
How Jay founded a social media marketing training company for other lawyers to help them better engage with followers
Why Jay believes the key to building a successful law practice is to focus on the areas where you find passion and purpose, and why profits aren't enough
How Jay created a systems-based process within his firm, and why systems have been the key to his firm's growth
Why Jay wishes he had spent more time building his personal network early in his career, and why personal referrals are a powerful resource for growth
Why Jay believes that social media is one of the most powerful relationship-cultivating tools we have at our disposal in the modern world
Why nontraditional, digital marketing offers significant potential over more traditional marketing methods
How Jay's books have become instrumental marketing tools statewide and have generated at least one new referral a month by themselves
How to get a free 15-day trial of Jay's FirmFlex social media coaching just for being a Grow Your Law Firm podcast listener

Resources:

FirmFlex free trial: www.getfirmflex.com/pilmma
Website: www.ruaneattorneys.com
LinkedIn: www.linkedin.com/in/jayruane/

Additional Resources:

PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/

Financial Management for the Legal Industry, with Chelsea Williams Mar 06, 2020

Show notes

Chelsea Williams is the founder of Core Solutions Group, a Financial Guru + Accounting for the Legal Industry & Speaker. Not your typical "no-man" stereotypical accountant, Chelsea is more of an entrepreneur who uses numbers to paint a financial picture. Shortly after she decided to serve law firms with her skills, something happened that really solidified her belief that she was in the right place at the right time.

She met a man who had been practicing law for over 30+ with no retirement in sight. Chelsea felt for him as she saw his head hang after he told her he will "die working in this office". So she set out to keep other legalprenuers from having to feel this weight.

What you'll learn about in this episode:

How Chelsea recognized an inherent shortsightedness in the financial advisor industry, and why she chose to found Core Solutions Group to do things differently
Why business owners often struggle with financial management, and what common mistakes firm owners make and myths they believe
Why managing your cash flow is an important step you can take to benefit your firm, and why "you have to spend money to make money" is a major myth
Chelsea outlines her top ten myths and misconceptions many of us hold about money, and she explains why each is false
What steps a law firm can take to better manage their finances, including adapting a cash management strategy
What a balance sheet is, why bankers are interested in it, and how it gives an overview of your finances over the life of your business
What bank reconciliations are, and why they are periodically necessary to minimize inaccuracies and record transactions monthly
Why you should comb through your expenses annually and "trim the fat" and then project necessary expenditures for the year
Why there are two very distinct approaches to marketing: the "slot machine" method, and the "vending machine" method

Resources:

Website: www.yourcoresolution.com
YouTube: www.youtube.com/channel/UC80TT79FdeRwH2oNaSkqvQA/videos
Email: chelsea@yourcoresolution.com
LinkedIn: www.linkedin.com/in/chelsea-m-williams/

Additional Resources:

Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/

CRM Software and Law Firm Automation, with Kelsey Bratcher Feb 28, 2020

Show notes

Kelsey Bratcher is the host of the Get Automated Podcast, where he chats with business owners and entrepreneurs about the ways they grow and automate their businesses. He is the Co-Founder of Automatic Practice Profits, a marketing agency for Regenerative Medicine clinics all over the US that offers a Done For You new patient acquisition service specifically designed to consistently produce cash buyers. Kelsey is an expert in firm automation and time-saving software, and he has saved over 30,000,000 minutes of time in his own businesses.

What you'll learn about in this episode:

How Kelsey got involved in working with law firms to help them optimize and automate the lead generation and intake process to minimize effort and time spent
Kelsey explains CRM (Contact Relationship Management) software and discusses his favorite piece of CRM software, Pipeline, as well as other companion tools he recommends
What "drip campaigns" and "nurture campaigns" are and how they follow up with prospects' requests through automated processes
Why drip and nurture campaigns can be easier than you might expect, and why the window of time you have to contact a lead is tight
How CRM software and tools can be flexible, versatile resources with many potential uses in your law firm
Kelsey discusses Zapier, a tool that allows you to connect and integrate many different pieces of CRM software together
Why it is important for the software tools your firm uses to be expandable and automatable to help your tools grow with your firm
Why automation is one of the easiest "low-hanging fruit" process improvements you can make at your firm to save time and effort

Resources:

Website: https://getautomated.co/
LinkedIn: www.linkedin.com/in/kelseybratcher/

Additional Resources:

PILMMA Super Summit mini-site: https://www.pilmma.org/pilmma-super-summit-2020/

Dominating the Online Search Rankings in Your Market, with Andrew Stickel Feb 21, 2020

Show notes

Andrew Stickel combines considerable experience with proven skills in a number of marketing fields. These skills and experience give him trustworthy marketing insights and a unique perspective that clients find invaluable. Since his first year in college, Andrew Stickel has been a savvy, innovative entrepreneur. A native of Baltimore, Stickel started his first marketing venture at age 19, a small concert promotions company in Fort Myers, Florida. It was merely the first of his many successful marketing ventures.

In 2008, Stickel co-founded a full-service marketing firm. As its Director of Operations, he managed numerous marketing accounts and created, developed, and implemented full-service, multi-media marketing campaigns for clients while simultaneously coordinating a number of departments, working for and alongside many varying industries. During these years, Stickel gained considerable experience in search engine optimization, web design, and content marketing. Well-versed in all phases of internet marketing, Andrew now brings his broad experience and his variety of skills together to provide clients with the most complete, effective, and cutting-edge social media marketing services available.

In 2012, Stickel sold his share of the marketing company that he co-founded in 2008. With a new vision for comprehensive social media marketing, he moved on to launch Social Firestarter, a new-age marketing firm that is giving companies of all sizes a huge marketing advantage. Social Firestarter helps clients define their brand, personality, and image, and it helps them to market successfully (and often repeatedly) to today's discerning consumer.

What you'll learn about in this episode:

How Andrew first got started in legal marketing, after starting his own social media marketing firm
Why SEO (search engine optimization) is evolving over time, and why it is a challenging marketing area to master
Why getting your firm ranked in the Google Maps rankings is a significant competitive advantage, and why setting your Maps entry up correctly is vital
Why the biggest problem with pay-per-click advertising is its high cost, and why it is vital to convert clicks to new clients efficiently
Why it can be difficult to balance website aesthetics, SEO, and CRO (conversion rate optimization) correctly
What steps you can take to increase your "local relevance" and "niche relevance" to get listed in the powerful Google "Local 3 Pack" search results
How Andrew and his team created a review template for legal firms to pass on to their satisfied clients to maximize the appearance of keywords in their reviews
Why quantity of posted online reviews are crucial for promoting your firm and optimizing your conversion rate
How Facebook ads differ from Google Ads, and why Facebook is a more cost-effective strategy that works best when you have a long view
Why content creation and adding value for your clients is highly cost-effective, and why videos are versatile and great for repurposing

Additional Resources:

Strategies for Successful Online Marketing, with Tanner Jones Feb 14, 2020

Show notes

As the Vice President of Business Development at Consultwebs, Tanner Jones oversees all business development opportunities for Consultwebs and their clients. He has the privilege of speaking with virtually every law firm that contacts Consultwebs and working with them to determine how they may accomplish their digital marketing goals.

Tanner frequently shares his insights on online marketing with the legal community, including speaking at PILMMA conferences held throughout the country. He has spoken at M&L Seminars and co-hosted webinars with Google, Avvo, LawMarketing.com Editor-in-Chief Cindy Greenway and Raleigh attorney / PILMMA founder Ken Hardison. In 2019, the Academy of Truck Accident Attorneys invited Tanner to speak at its Annual Symposium in Nashville. Additionally, Lawyers Weekly newspapers and Attorney at Law Magazine have interviewed Tanner numerous times. Tanner is a regular contributor to the Consultwebs online legal marketing blog. He has also appeared on the award-winning LAWsome podcast, discussing how law firms can measure their marketing ROI.

A native of Waynesville, North Carolina, Tanner earned a degree in Business Management (with a minor in Economics) from Berea College in 2008. He has now returned to Waynesville, where he lives with his wife, daughter, and son and enjoys camping, hiking, fishing, hunting, golfing and playing "any other competitive sport available" in his free time. However, he admits that his goal for sports has gone from "win" to "don't get injured."

What you'll learn about in this episode:

Why it is important to take a long-term approach to your law firm's online marketing strategy and focus on consistency in your messaging and brand
Why firms who invest in their brands typically do well in cost-per-lead and cost-per-case
Why pay-per-click advertising is a complicated, competitive stream that may or may not get your firm the results you are looking for
Why many firms have holes in their intake process they aren't even aware of, and why strengthening your conversion process to nurture the contact relationship is key
Why a rapid response to an incoming lead is the backbone of conversion, and why setting up an autoresponder can help you respond more quickly
Why it can be helpful to submit contact forms for both your firm and your competitors to see how quickly you get a response
Why online reviews are crucial for building your reputation, and why it is important to set reasonable benchmarks
Why you should understand your firm's metrics, track your advertising performance, and always be looking for ways to improve
What tools firms should have available to track incoming leads and conversions, particularly call-tracking software and CRM software
What topics Tanner will be discussing when he speaks at the PILMMA Super Summit 2020 from June 23-26 in New Orleans

Additional Resources:

Website: www.consultwebs.com
Email: tjones@consultwebs.com
LinkedIn: www.linkedin.com/in/tannerjonescw/
PILMMA Super Summit 2020 website: www.pilmmasummit.com

The Underutilized Advantage of Video Content in Legal Marketing, with Cindy Speaker Feb 07, 2020

Show notes

In 1999, after five years as Marketing Director for a multi-state personal injury law firm based in her adopted hometown of Philadelphia, Cindy Speaker launched her own business as a marketing director, coach and consultant to some of the most successful personal injury firms in the U.S.

Driven by the creation and resounding success of her 3 hour audio CD series "Power Marketing for Attorneys," the West Chester, Pennsylvania native has been a highly sought after speaker for numerous legal conferences, including PILMMA, ATLA and AAJ, AVVO, M&L Legal Marketing Conference, Market Masters and the Virginia Trial Lawyers Conference.

Over the past ten years, Speaker Media and Marketing has built a nationwide network of referral attorneys and developed a reputation as the secret weapon of some of the top plaintiffs' law firms and trial lawyers in the U.S. Working with firms on a market exclusive basis Speaker's vision for her clients is for them to be on the cutting edge of marketing and technology and to have a dominant position in their respective markets.

Hundreds of attorneys across the country have benefitted from Speaker's marketing creativity and know that powerful videos are one of her secret weapons. She even won several "Telly" Awards for various PSAs she shot, including one for "social responsibility" for a clip that educated people on the dangers of distracted driving. Many of her clients, however, might not be fully aware of her educational background and experience as a documentary filmmaker. She received a master's in communication with an emphasis on TV and film production at Regent University in Virginia Beach, and worked for the International Family Channel.

What you'll learn about in this episode:

Which three key marketing and advertising activities too many firms aren't doing today that Cindy says can bring in new cases and clients
How content creation and especially videos can be leveraged for legal marketing and can be repurposed for many different uses
How Google's own statistics show that YouTube reaches more 18-49-year-olds in a typical week than all cable TV networks combined
How Law TV® Network helps clients create pre-edited video and live interactions through platforms like Facebook and then repurpose the video for new content
How Cindy creates professional-looking custom video thumbnails using free and inexpensive tools like Canva image design and Getty Images' iStock photo archive
Why law firms who have a Google Business Page of their own have a major competitive advantage over firms who don't
Why writing a book can help you establish credibility and authority, why Amazon Author pages and podcasts can be powerful marketing and networking resources
What common but easily avoidable marketing mistakes legal firms often make, including relying too heavily on "traditional" advertising
why converting existing leads into new clients and nurturing those relationships is more important than creating more leads

Additional Resources:

Email: cindy@cindyspeaker.com
Website: https://cindyspeaker.com
Website: https://lawtvnetwork.com/
LinkedIn: www.linkedin.com/in/cindyspeaker/
Youtube: www.youtube.com/user/cindyspeaker

Video Thumbnail Creation Tools Recommended by Cindy Speaker:

Website: www.canva.com
Website: www.istockphoto.com

Building and Keeping a Great Team, with Bertrand Parnall Jan 31, 2020

Show notes

Ever since launching Parnall Law Firm, LLC in 2009, Bertrand Parnall has focused on trying to make lives better for people who have been injured through no fault of their own. He ultimately joined forces with attorney Alan Malott, representing victims. When Malott was named to a judgeship on the Second Judicial District Court in 2009, Parnall took over the firm. Since then, Parnall and the other lawyers in the firm have helped to recover more than $65 million for clients.

While his firm has expanded in size, it has retained its focus on providing excellent service to clients. In part, this commitment to teamwork and tenacity is a product of Parnall's own athletic background. He was co-captain of the Albuquerque High School Bulldogs district football champions in 1988, and in subsequent years participated in competitive boxing and judo, in which he holds a second-degree black belt.

In 2018, Parnall assumed the presidency of the Rotary Club of Albuquerque after serving on the service club's board of directors for several years. He looks forward to working with his fellow Rotarians to identify community needs in Albuquerque and to find innovative ways to address them. Parnall is also on the board of Popejoy, a local venue for plays and musicals, and is a board member of the New Mexico Law School Alumni Association. In addition, he is on the advisory board of Mothers Against Drunk Driving and is a frequent media spokesperson for the group.

His favorite activities away from the office and his other professional and community involvements are raising his kids, hiking, camping, skiing, and judo.

What you'll learn about in this episode:

How growing up in many different countries and his father's background in law had a profound influence on Bert's world view
How Bert's firm started small before experiencing dramatic growth, and what challenges Bert faced over that period of growth
Why it is crucial for the success of your firm to surround yourself with the right people hired into in the right positions
How Bert developed a remarkable recruiting, hiring and training process to attract the right candidates, and how Bert uses "position scorecards" as a big part of the process
Why the best way to find great employees is to tap into your own network of contacts, and how Bert's team processes new applicants
How Bert uses group interviews, personality tests, key questions, employee shadowing and other methods to "weed out" the wrong applicants
Why Bert looks for strong character, talent and mental acuity in new applicants over prior experience
Why appreciation and recognition is the primary reason employees stay, and why the lack of those things is why employees leave
What books Bert would recommend to lawyers to help develop their management skills and improve their hiring strategies

Additional Resources:

Website: www.hurtcallbert.com

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