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The Law Practice Doctor - Podcast

The law practice doctor podcast is the place to get the easiest most practical and profitable ways to grow your firm and still have a Life! Its mission is to help solo and small law firms succeed.
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Now displaying: February, 2016
Feb 29, 2016

Joshua Latimer helps small business owners understand the power of business systems and automation. In this week’s episode of The Law Practice Doctor, Sam Gaylord covers the importance of creating systems in business, company architecture, law as a commodity, and focusing on touchpoints.

 

Main Questions Asked:

  • What is important when it comes to the lifecycle of the client?
  • How do you decommoditize your law firm and stand out in a unique way?

 

Key Lessons Learned:

Systems

  • This means being intentional with your business and putting in small, simple, duplicable processes to provide freedom.
  • If you are not making sales, there are ways to make tweaks and to systemize your business in order to engage your clients.

 

Company Architecture

  • Almost all businesses have the same internal structure, which involves the following:
    • The way those clients are sourced.
    • Client conversion.
    • Management of the client lifecycle.

 

Law as a Commodity

  • Even when it comes to attorneys, people buy from those they know, like, and trust, and overall purchase experiences.
  • Law is a commodity in the eyes of the consumer, but it needs to be decommoditized.

 

Focus on the Touchpoints

  • Focus is about following one course until you reach success.
  • What do you do to manage the referrals and relationship?
  • This is from the moment your client first hears about you to the time they do business and refer two of their friends.
  • The entire lifecycle needs to be exemplary.
  • The more you can do to make you and your firm higher level, the more money you can demand and the more freedom you will have in your business.
  • You need to focus on securing the right ‘types’ of clients, and not just any client.

 

Choices & The Slight Edge

  • Every day you make choices about what you want to do.
  • Choose to do something every day that is tiny and easy to do.
  • If you do the thing for 30, 60, or 90 days, look at the achievement. It is significant.

 

Consistency & Lifestyle

  • Being steady and consistent is boring and takes a while, but it produces so much.
  • Craft a lifestyle by building a good team, providing value to clients, and systemize the process.

 

Common Problems

  • People have clouded vision when it comes to their own business.
  • Employee issues.
  • Struggling with the difference between leading and managing people.

 

Leadership

  • You don’t have to be born a leader; it can be a learned behavior.
  • A-type personality and dominating isn’t leadership.
  • Being imperfectly authentic beats a polished sales copy.

 

Joshua’s Top Tips

  • Begin with the end in mind.
  • Carve out with a high level of specificity towards your destination and what you are trying to do.
  • Reverse engineer from your ‘Why?’
  • You have to sell yourself on your own dream.

 

Fail Fast Forward

  • High achievers are often risk adverse, because formal education teaches you to avoid failure.
  • Entrepreneurship is repeated failure.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5-star rating and review in iTunes!

 

Links to Resources Mentioned:

Automate Grow Sell 

Send Jim

Feb 22, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Justin Christianson, who is the co-founder and President of Conversion Fanatics. Justin is a 13-year veteran of digital marketing, having worked on hundreds of profitable campaigns. He is also the author of the bestselling book Conversion Fanatic, and has a knack for finding holes in marketing campaigns and being able to offer simple solutions. During the show, Sam and Justin discuss how to get more out of your advertising, ROI, SEO, getting more leads, micro-commitment, diagnosing problems, campaigns, and the conversion improvement cycle.

 

Main Questions Asked:

  • What do you mean ‘get more out of your advertising?’
  • What are some of the ways to get more leads and customers?
  • What are the similar problems you’ve found in people coming to you?
  • When you talk about campaigns, what are you referring to?
  • Are there certain analytics someone should be focused on?
  • What is the conversion improvement cycle?
  • What is the secret to increasing website engagement?
  • What can I do to improve the user experience?

 

Key Lessons Learned:

ROI

  • In the online space, getting more out of your advertising is about getting an ROI. Put $1 in, and get $1.50 out.
  • Increasing your budget and generating more leads isn’t always the way; you can often cut your customer acquisition cost.
  • ROI is making a positive return on your investment.
  • PPC is pay per click, often seen on website sidebars and involves things such as Google AdWords. You bid for every click.

 

SEO

  • Working on SEO is important, but not the only part and the sole go-to tool.
  • SEO takes time, money, and effort to get ranked, and there is never any real guarantee.
  • Use SEO as support rather than the end point.

 

Getting More Leads

  • There needs to be an education factor, as everyone is competing for a piece of the pie.
  • You need to set yourself apart from your competitors.
  • Lead with the benefit for your client and offer something of value in exchange for the client contact information.
  • The ‘know, like, and trust’ factor is how people make decisions more than the features of the service.
  • People make buying decisions for two reasons: i) Avoid pain, ii) Gain pleasure. The better you can connect with those two factors, the better you will do.
  • Find where people are hanging out and listen to what they are actually saying, not just what you think they are saying.

 

Micro-Commitment

  • Taking a small step and getting a win is often better than shooting for a long form and missing.
  • Ask one question at a time instead of bombarding clients with a huge questionnaire project.

 

Diagnosing Problems

  • Figure out where your visitors are going and where they are falling off.
  • The goal is to get visitors to make the next commitment and take the desired action.
  • 97% of website owners have tracking in place, but less than 30% use it.
  • Your analytics are the window into seeing how people are interacting with your site.

 

Campaigns

  • This is the big picture from the start to the end goal.
  • Where is your traffic coming from?
  • Where does your audience go from there?
  • What is the entire process to get them to the ultimate end goal of lead generation?

 

Analytics

  • What are the most high-traffic pages?
  • On-page time.
  • Bounce rate.
  • Additional pages viewed.
  • Look for commonalities.
  • Heat maps and click maps helps understand what people are doing while they are on the site.

 

Conversion Improvement Cycle

  1. Analyze Conversion Rates
  • This is the people who land and partake in the call to action.
  1. Survey the Market
  • This is if you have an existing customer database.
  • Ask your clients why they chose you.
  • You may not like the answers, but the negative feedback is often the best areas of improvement.
  1. Decode the Competition
  • There are tools that allow us to spy on other people’s marketing campaigns.
  • Leverage what the competitors are doing (don’t steal it).
  • What SEO words are they bidding on, and what do their landing pages look like?
  • Set up a test hypothesis and run a split test to confirm.

 

Increasing Website Engagement

  • Break up paragraphs.
  • People scan rather than read on the internet.
  • You have 3 seconds to capture the attention of a website visitor.
  • Break content up into bite size, consumable pieces
  • Use bullet points and support with features.
  • If you lead with a lot of video, it doesn’t always work on mobile.

 

Improving the User Experience

  • State your unique selling point.
  • Create a strong benefit-driven headline that captures the visitors’ attention.
  • Support the headline with stats and use proof such as a client list of testimonial.
  • Have a strong call to action.
  • Don’t try to give too much too early.
  • Nurture the audience to make a ‘micro-commitment.’

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5-star rating and review in iTunes!

 

Links to Resources Mentioned:

Conversion Fanatics

Conversion Fanatic (book)

Crazy Egg

Feb 17, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Heather Ann Havenwood, who is the CEO of Havenwood Worldwide and founder of Sexy Boss Incorporated. Heather is an Amazon bestselling author, podcaster, speaker, and serial entrepreneur. During this episode, Sam and Heather discuss marketing approaches, the marketing ‘free line,’ consistency of message, why proximity is power, and how being a lawyer and entrepreneur is one in the same.

 

Key Lessons Learned:

Marketing Approach

  • Approach your marketing from an abundance point of view.
  • Provide as much free content as possible without the fear of giving away your services.
  • Your services might not immediately be retained through the provision of free content, but the prospect will remember the value that was supplied.

 

The Marketing ‘Free Line’

  • The marketing ‘free line’ is counterintuitive for humans, but in marketing and sales it is the most positive thing you can do.
  • This is moving the ‘free line’ back to giving information, tactics, and tips.
  • The information marketing overload on the web wasn’t necessarily moved, as the process was content in exchange for an email.
  • The more you move the ‘free line’ back and the more you provide, the more you will attract.

 

Consistency of Message

  • How we consume media has changed, but humans haven’t.
  • The consistency of the message is key, as is the time of the day.
  • The power of email marketing today involves consistent client touching and social media.
  • You can be more frequent than you think, because we are used to it as a society.

 

Proximity is Power

  • Put yourself in a position to know people who can be a mentor and help raise you.
  • Never stay where your presence is not valued.
  • Seek to be uplifted rather than seek approval.

 

Lawyers are Entrepreneurs

  • There are a number of ways to leverage skills and content.
  • Avoid the minutiae and focus on consistency

 

LinkedIn for Lawyers

  • The place to do well in is LinkedIn.
  • Think of it as a long resume, and show you are a human being and not just knowledge.
  • You are doing business with the person, not the law.
  • People do business with people, and they want to trust that you have the knowledge.

 

Common Problems & Solutions

  • The number one challenge people have is getting out of their own way, and not the lack of knowledge or desire.
  • It’s not the action that causes the issue; it's the mindset around it.
  • Not giving yourself permission to fail is not allowing yourself to fail forward.
  • If you aren’t embarrassed by your first project, then you waited too long to release it.

 

Attorney Tips

  • Who is the person you consistently represent, and who is it you want to represent?
  • Reverse engineer and find where they hang out.

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5-star rating and review in iTunes!

 

Links to Resources Mentioned:

Heather Havenwood

Sexy Boss (Book)

SexyBossInc

Feb 8, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Gerry Oginski, who is a medical malpractice attorney based in New York. Gerry has been a solo practitioner since 2002 and has created more than 2,100 educational law videos. During this episode, Sam and Gerry discuss video marketing, education-based marketing, providing information in advance, common problems, and the first steps for creating your own video.

 

Main Questions Asked:

  • Talk about how you decided to move into video marketing.
  • What is the advantage of getting information out there in advance of a client coming into the office?
  • Tell us about the Lawyers Video Studio.
  • What are common problem lawyers have when creating videos?
  • What are the first steps for creating videos?
  • Can you create videos using an iPhone?

 

Key Lessons Learned:

Education-Based Marketing

  • This was designed for articles and blog posts, and has migrated to video.
  • Teaching your ideal client and consumer information they need to learn about. E.g. “Three things you need to know if you are injured at work.”

 

Marketing Activities

  • You have an obligation to do the marketing activities you believe will generate calls as a result of your efforts, as long as you stay within your ethical boundaries.
  • It’s hypercritical you have read the rules in your state.

 

Information in Advance

  • You need to get into the mindset of someone searching for an attorney.
  • Referrals are the best way to find an attorney, but for those who don’t have that, people go online and search.
  • What are people looking for, and why? They have a legal problem and need either answers or to learn more about their legal problem.
  • If the attorney can answer the questions of the potential client, it shows that the attorney has the information, experience, and knows what works in previous cases.
  • Offering information and advice is a way to stand out from competitors who handle the same type of cases as you.
  • While clients are looking and learning through your content, they are developing trust with you.
  • An attorney who creates useful information is more likely to generate a call than those who offer a free consultation.

 

Common Problems

1) The mechanical aspect of physically doing the video.

  • This is wholly teachable.

 

2) The content they are putting out online.

  • There is a disconnect between what attorneys think clients want to know and what they actually need to know.
  • Attorneys aren’t focusing on who the video is for and how the message is generating trust with the ideal client.

 

Stop Talking About Yourself

  • Saying how great you are isn’t what drives people to call. Instead, eliminate, “I, me, my, my firm, and our firm.”
  • Your ideal client doesn't care about you, so don’t talk about yourself.
  • Focus on your client and what they need to know.
  • Change the focus, and your marketing message will change.
  • Become a teacher and not a salesperson.
  • Your goal is to teach them before they meet you in person.

 

First Steps

  • Don’t just think about creating a couple of articles or videos, but rather do it on an ongoing, consistent basis.
  • Put aside 15 minutes to write a timeline of every step from the moment a new client calls the office to the very end.
  • The timeline forms the basis for creating content for every piece of marketing you do from now on.
  • Create a video for each segment of the litigation process.
  • Every week, take another 15 minutes to identify each topic area to talk about.

 

Tips for Using an iPhone

  • Hold the phone horizontally, not vertically
  • Don't use the built in microphone. Add a lavaliere mic.
  • Place the phone on a tripod.
  • Clients think the quality of the video relates to the quality of your legal abilities.
  • You will still need lighting, audio, and good images.
  • Start with an iPhone, and see what happens.
  • As you get more proficient, you can always upgrade.

 

Creating Systems

  • Batch-create up to 10 videos at a time; this will allow for advanced scheduling.
  • Drip out the content on a weekly or daily basis.

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5-star rating and review in iTunes!

 

Links to Resources Mentioned:

Great Legal Marketing

Lawyers Video Studio

Gerry’s YouTube

516-487-8207

Feb 1, 2016

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Mimika Cooney, who is known as the go-to video marketing expert. She is a TV host, interviewer, videographer, award-winning photographer, and an online marketing strategist. During the show, Sam and Mimika discuss video platforms, getting started, the ‘About Me’ video, tips for shooting, content ideas, and repurposing content.

 

Main Questions Asked:

  • What should I think about if I’m new to video?
  • Talk about using video for creating partnerships.
  • What is the first step in making videos?

 

Key Lessons Learned:

  • When you don’t have anything, you make it, fix it, or create it.
  • If you have a product or service you are trying to sell, you have to put yourself out there regardless of what it is.
  • Give people a reason to connect with you so they can know, like, and trust you.

 

Video

  • 78% of traffic on the internet is now from videos.
  • A lot the technology is now free, so it’s accessible for you to make your own content.
  • You want to make your content look good, but they are staying for you and not necessarily the productions values.

 

Video Platforms

Periscope:

  • App on your phone where your videos are live.
  • This is free and connected to your Twitter feed.
  • This is a one-way conversation, and people can comment, but you don’t see or hear them.

Blab:

  • This is available on desktop computers.
  • This is a free platform where you can have a live video show interact with the audience.
  • The audience can join the conversation, and you can see and hear them.
  • Repurpose your videos and upload to your YouTube channel.

 

Getting Started in Video

  • Know your client avatar and where they hang out.
  • ‘Done’ is better than ‘perfect,’ so at least try and start with a video on your phone.

 

‘About Me’ Video

  • The most visited video on most websites is on the ‘About Me’ page.
  • Video is the next best thing to meeting you in person.
  • Start with the ‘About Me’ video that should be on your website.
  • This video can be as short as one minute.
  • This is beneficial to clients from a psychological standpoint, as they can see you and hear your voice, get an idea of your body language, and see if you connect.

 

Tips For Shooting Videos

  • Always face the light, don't have light behind you.
  • Make sure the sound is good, and buy a cheap lavaliere microphone on Amazon if necessary.
  • If you’re not embarrassed by the first video you do, then you waited too long to do it.

 

Creating Video Content

  • Create a YouTube channel, and direct people there.
  • Online summits are a great way to build your audience by gaining access to other people’s audiences.
  • Create videos on your Facebook page, as they are favoring video.

 

Video Ideas

  • Answer your clients Q&A.
  • Client testimonials.
  • ‘About Me’ video.

 

Repurpose Video Content

  • Create blog posts.
  • Create e-book.

 

80/20 of Video

  • Spend 20% of your time creating the video and 80% of the time promoting it.
  • Repetition is okay, as people are on different platforms and behave differently.

 

Tips

  • Always direct your audience to your website where you own and control all your content.
  • Even though you have videos, you still have to use other strategies.
  • Reverse engineer and know exactly who you are targeting.

Thank you for listening! If you enjoyed this podcast, please subscribe, and leave a 5-star rating and review in iTunes!

 

Links to Resources Mentioned:

Mimika Cooney

Periscope

Blab

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