mws-uh-presentation-marketing the solo law practice
TRANSCRIPT
SOLO LAW PRACTICEpresented by
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Hosted by
Licensed for 19 years
Practice experience in small and large firms
10 years selling law firm marketing products
Founded Proven Law Marketing in 2011
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Author of
© MWS Enterprises LLC/Proven Law Marketing
Loose Agenda▶ A little bit about practicing as a solo
▶ Must Do’s, Must Not Do’s, Should Try to Do’s
▶ Three biggest marketing challenges for solos
▶ What products work for small practices
Matt Starosciak
Marketing the Solo Law Practice
© MWS Enterprises LLC/Proven Law Marketing
Matt Starosciak
Marketing the Solo Law Practice Must Do’s
ObjectivelySu�icient
Budget
PerfectIntake
Process
Defined &Realistic
Expectations
Di�erentiateYourself
© MWS Enterprises LLC/Proven Law Marketing
How much is enough?
Matt Starosciak
Marketing the Solo Law Practice Must Do’s BUDGET
▶ $0 to $2,000 per month = High Probability of Failure
▶ $2,001 to $5,000 per month = Average to Good Probability of Success
▶ $5,000+ per month = High Probability of Success
Assume 4-8 times your marketing spend in gross revenue generated(Example: Spend $4,000 per month, generate $16,000-32,000 in gross revenue)
Failure Success$0 $2,000 $5,000
© MWS Enterprises LLC/Proven Law Marketing
Matt Starosciak
Marketing the Solo Law Practice Must Do’s BUDGET
The value of creating a one-page
budget
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© MWS Enterprises LLC/Proven Law Marketing
Matt Starosciak
Marketing the Solo Law Practice Must Do’s INTAKE PROCESS
Polished ValueProposition
ExcellentResponse Time
Listening forClient Goals
Compelling“Why” Message
ImpressiveO�ice & Sta�
StrongMarketingVisibility
© MWS Enterprises LLC/Proven Law Marketing
There is no such thing as “bad” marketing.
Matt Starosciak
Marketing the Solo Law Practice Must Do’s EXPECTATIONS
The problem is almost universally a disconnect betweenexpectations and true value.
© MWS Enterprises LLC/Proven Law Marketing
Marketing Investment ExpectationsMatt Starosciak
Marketing the Solo Law Practice Must Do’s EXPECTATIONS
DEFINED&
UNREALISTICEXPECTATIONS
UNDEFINEDEXPECTATIONS
CANNOT BEREALISTIC
UNDEFINEDEXPECTATIONS
CANNOT BEUNREALISTIC
DEFINED&
REALISTICEXPECTATIONS
DEFINED
UNDEFINED
UNREALISTIC REALISTIC
© MWS Enterprises LLC/Proven Law Marketing
▶ Work experience
▶ Education
▶ Reviews
▶ Looks (yes, it’s marketing!)
▶ Results (verdicts, settlements, transactions)
▶ Personal Service
▶ Family Name
▶ Niche
▶ O�ice
▶ Price
Matt Starosciak
Marketing the Solo Law Practice Must Do’s DIFFERENTIATE
Ways to di�erentiate:
▶ Excellent online resume▶ Compelling website messaging
Di�erentiate yourself from all other attorneys
8.463
© MWS Enterprises LLC/Proven Law Marketing
Matt Starosciak
Marketing the Solo Law Practice Must Not Do’s
Overestimatereferrals
Charge too smallof a retainer
Sound likea newbie
Assumequality legal work
is enough
© MWS Enterprises LLC/Proven Law Marketing
ONLINE RESUMEMatt Starosciak
Marketing the Solo Law Practice Must Not Do’s
How does the first sentence of your website bio read?
OR...
Example:
“Jamie graduated from Georgia State University Law School in 2016 where she was the Law Review Notes Editor. She earned her undergraduate degree from Reinhardt University and was a member of the Beta Beta Beta Honor Society.”
“Jamie represents clients in complex family law matters, including divorce and child custody disputes as well as support modifications. Prior to joining the firm, she worked for a nationally recognized CPA firm based in Atlanta. Jamie’s clients are often small business owners or those who have accumulated sizable retirement investments.”
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© MWS Enterprises LLC/Proven Law Marketing
Matt Starosciak
Marketing the Solo Law Practice Should Try To Do’s
You should try to:
▶ Set up o�ice outside major metro
▶ Hire marketing-minded sta�
▶ Pick the right marketing products(Both the right amount of each type and from the right vendors)
▶ Develop a niche
▶ Get a ton of reviews
▶ Turn away business regularly
© MWS Enterprises LLC/Proven Law Marketing
Matt Starosciak
Marketing the Solo Law Practice Should Try To Do’s
Lead Conversion
INQUIRIES CONSULTS CLIENTS INQUIRIES CONSULTS CLIENTS
© MWS Enterprises LLC/Proven Law Marketing
DRAM SHOPLIABILITY LAWYER
NICHEMatt Starosciak
Marketing the Solo Law Practice Should Try To Do’s
Develop a niche.
School Law Adoptions
Strip ClubWage Claims
HealthcareProvider
Licensing
Elder Law
?
© MWS Enterprises LLC/Proven Law Marketing
▶ Spending enough marketing dollars
▶ Picking the right marketing products
▶ Tolerating risk
NICHEMatt Starosciak
Marketing the Solo Law Practice Should Try To Do’s
The 3 Biggest Challengesfor New Solos
© MWS Enterprises LLC/Proven Law Marketing
What Products Work for Solos?
▶ Lawyer directories
▶ Lead buys
▶ Google Pay Per Click for niche areas(a.k.a. paid ads or Adwords)
▶ Signage*(billboards, athletic field banners)
▶ Video monitors*
▶ Community magazines and newsletters*
▶ Newspaper* (online and print)
Matt Starosciak
Marketing the Solo Law Practice Products
* Non-metro firms
© MWS Enterprises LLC/Proven Law Marketing