13 Ways to Improve Your Marketing Results During Tough Times

Kara Prior, President of James Publishing, leads this informative webinar.

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The broadcast is now starting. All attendees are in listen only mode. Welcome folks to today’s webinar. Joining us is Karl Pryor of James publishing, and she will be speaking about 13 ways to improve your marketing results. During these tough times, a bit of housekeeping. Everyone is in listen only mode. Carl will answer questions at the end of the webinar.
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If you would please submit your questions, using the questions tab on your GoToMeeting software, a replay, actually a free replay of this webinar will be posted to our site. At the end of the day, you can find that replay at<inaudible> dot org slash Corona. Now folks, Carl prior, Thank you so much, Eric and Ken for having me,
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uh, as Eric mentioned, I’m Kara Pryor, I’m president at James publishing and cofounder of our James marketing amplifier program. Uh, I spend most of my time these days speaking with attorneys about how to sort of improve their marketing results. So I’m super excited to share some low and even no cost tactics for lifting your marketing results, especially during this downturn.
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Um, there’s really a ton of opportunity right now, and I want to share some, some, um, pretty easy to implement techniques and templates today. So let’s go ahead and dive in. Let’s see if I can advance the slides here. There you go. Okay. So, uh, 13 ways to improve your marketing results during tough times. That’s really the topic that we’re going to cover,
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but it’s important to remember challenging times really do require kind of innovation and adaptation, right? So, I mean, unless you practice in kind of one of those counter cyclical specialties, really failure to change can, can be fatal during this downturn. So, you know, even if you do practice in a, in a now booming specialty, you know,
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these techniques can certainly help you be sort of more efficient in your marketing, you know, take that time to kind of step back and reevaluate. What are the highest impact items that I can focus on right now? So I’m gonna walk you through 13 of those techniques, 13 techniques that we have found to really kind of deliver more and better clients to small firms.
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Um, and the great part about it is where you’re kind of using the same baseline level of marketing. And I’m going to provide some very specific examples, um, uh, as we go and some templates and at the end, I’ll talk about some, uh, potential pivots we see for, for injury lawyers during this time too. So, uh,
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really gonna cover how to convert more of your existing leads, how to improve the quality of those leads, how to adapt techniques with longterm marketing value. And then, like I said, we’re going to talk about some, some pivots, uh, just briefly to kind of get the phone ringing again. So first tactic that I want to share, offer a lead magnet.
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So if you have decent websites, website, traffic, you can really attract and convert more of those visitors if you offer a high quality lead magnet. So that could be a booklet, some sort of tool, a quiz, certainly a lengthy book, all in exchange for contact information, all in exchange for contact information. So this is really sort of,
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um, online marketing one Oh one tactic. It’s certainly something that small law firms have failed to adopt, but it’s a proven approach, right? Um, it’s been working for many, many years for business marketers, so there’s nothing really experimental about this tactic. I mean, it’s a, it’s a tried and true, you know, proven technique. Um,
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it’s just about sort of implementing it. So, um, you know, it’s important to assume that there’s likely a, could be a rather large group of your website visitors who might just not be ready to book a consult or, or give you a call. And those folks would sort of otherwise leave without a trace. So that’s the importance of offering some educational information that can really answer their questions,
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right? So, uh, you know, maybe they’re just looking for more information at this point, maybe they’re, um, you know, interviewing or meeting with several attorneys. So, uh, you know, you really want to, um, you know, sort of establish yourself as that expert through, through this material. And I’m certainly a collection of FAQ make for an excellent lead magnet,
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um, because of their broad appeal. So I wanted to show you on this slide, this is actually a sample of an FAQ pop-up, that’s offering a lengthy collection of FAQ in exchange for contact information. So it’s also why, as you’ll see here, this, this last field, it’s also wise to ask a qualifying question, I’ll discuss that in a little bit more detail and,
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uh, later in the, in the presentation, but, um, essentially, you know, asking how immediate is the visitor’s legal need. I can tell you a lot about, you know, about the leads. So, um, here is, uh, here’s just kind of, you know, a cover of, of the lead magnet. Um,
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the visitor would complete these simple fields and immediately be delivered the high quality lead magnet to their inbox. And you would, of course received notification that that lead has come through. And, um, first thing you should do with these perspective clients, uh, is send, send a shock and awe package. So send these leads a wow package. Uh,
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as our, as I was mentioning, you really should assume that these leads they’re all more than likely also contacting, you know, a few other attorneys it’s really critical to salt set yourself apart. And these wild packages can do just that in a pretty simple way. Um, you know, certainly it should sort of be your goal to stand out as the most knowledgeable attorney,
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right? Because that will certainly improve both your show and conversion rights. Um, and, and the, the easiest way to appear the most knowledgeable is to supply the most in information relevant to the prospects issue. Right? So, um, the, the least expensive way is certainly to send it digitally as well. Um, and that’s, that’s what we recommend.
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It’s also the quickest way. Um, and, and in the end since, so few lawyers have kind of adopted this tactic, you’ll certainly stand out simply by providing this information. So I want to show you a sample. Um, so here’s a look at, uh, the shotgun off packages that, that we create. They consist of a book,
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a booklet, a practice brochure, a cover letter. Um, so they’re, they’re quite beefy, but you know, your package really doesn’t need to be as comprehensive. You know, don’t feel like, you know, you can’t send anything out until you have this sort of, you know, this, this massive package. It can be, you know,
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since, like I said since, so few attorneys are doing this really sending anything is much better than sending nothing. And, uh, just keep in mind that the best approach is, is basically to supply content specific to the client situation, right? So, uh, that might be in, you know, specific to, to the injury or the situation that they’re going through right now.
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Um, because of course that’s going to be the most helpful and, and that’s kind of the goal. We, we don’t want to be salesy. We want to educate, educate, educate until, uh, you know, until these leads until these prospective clients are kind of ready to convert. So, um, moving along a similar vein next tactic,
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nurture those undecided leads. I mean, I’ve talked to so many attorneys every week who sort of ignore prospects, who don’t immediately set an appointment and affects you. You’re definitely losing clients who would, would really cost you nothing additional to obtain. So, um, you can see, we recommend a series of educational emails. It should really ideally last, at least six months long.
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I know this sounds like a lot of content. I know it sounds like, you know, a kind of a big time commitment too, to kind of create these materials, but, but think about it once it’s written, you can really use it virtually untouched for, for years. And it kind of what better time than now to, to work on this stuff,
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right? You likely have more time on your hands. Certainly the law firms that I’ve been speaking to are reporting that, and, you know, if business has slowed and you, and you do have some extra writing time, I highly recommend that this is the first thing you write. This is, you know, and as you’re writing, think about just answering questions.
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So you’re always talking to your perspective clients and your clients, you know what they’re asking, you know, you, you know, better than anyone kind of what, what areas you know of the process can be confusing or, or, you know, how, um, you know, how to kind of explain the process and the best way. So just think about answering those common questions,
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explaining the process, certainly addressing those issues that frequently arise. Um, and certainly as a personal injury attorney, you know, detail, the tactics used by insurers against unsophisticated claimants, that can be the most important. Um, and then set up this stuff in an autoresponder that’s, that’s also critical, right? You can’t do all of this manually. It’s not sustainable.
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Uh, you’ll never be able to consistently and sort of regularly stay on top of, of all of this communication. So you absolutely have to set up this stuff in an autoresponder. So that can be any kind of email marketing software, like MailChimp or drip. Uh, if you use a CRM, uh, you can, you can certainly set up automated sequences and that software,
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but try to send out a new email every week, at least initially, and then it can kind of taper off to kind of every other week later in the series. Um, the injury series that, that we use for our, for our clients consists of 16 letters. Again, yours can be longer or shorter, but it’s just all about, you know,
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implementing this stuff. That’s, that’s the most important thing. Um, let’s go ahead and move on to another tactic, uh, monitor your intake calls. So I can’t tell you how often I am contacting law firms. And the first impression is poor to say the least. So there is absolutely an opportunity to improve your intake process right now. Um,
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you know, if you’re periodically and, and, you know, as it says on the slide, if you’re not periodically listening to your firm’s intake calls, you’re likely overestimating their quality and consistency, right? So you might think that things are better than they actually are, um, so that you can quickly assess your intake people if you record calls and just occasionally listen to them,
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it’s not a huge time commitment. Um, but you know, certainly, you know, it’s, it probably makes sense to kind of focus on those short calls and learn, um, why a complete intake was not conducted. Um, and, and the easiest way to kind of identify the potentially mishandled calls is to use a voice like a voiceover IP phone system,
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or you can use, um, a call like simple call tracking software, like call rail to record these calls and listen, listen back. Um, you can also just self test, right by having a colleague or, or maybe even a friend, make a few mystery shopper calls to your front desk, but it’s just critical. Please, please, please conduct these tests.
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I think it, they will be eyeopening. I think you will instantly be able to recognize some areas of improvement. You know, you might even find a big problem that wants corrected, can have a really, uh, substantial impact. So, you know, what better time to monitor your intake, take a step back, um, you know, set some,
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some scripts and processes in place and really shore that up. It goes a long way in first impression and, and customer service and, uh, you know, just converting, converting more of those potential clients. So, um, make those mystery calls and see, let us know what you find. Cause, um, I think there’s lots of opportunity,
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um, moving right along. I want to kinda try to share as many practical tips as we can. So, uh, also stay on top of those unsigned leads. If you’re not systematically tracking the status of your leads, some will inevitably fall through the cracks. And that is the norm with most of the law firms that I speak to. So someone in your office,
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if it’s not, you really needs to be assigned to follow every single lead. And it’s probably a good idea to incentivize those person, that person to kind of move those leads through a client lead life cycle funnel, right with milestone. So from, from perspective client, all the way up through new clients, uh, and past client to make sure that,
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um, you know, you’re staying on top of, of all of those leads. Um, but if you don’t have a formal lead followup system and a person responsible for moving those leads through your system, you’re really not maximizing the clients that you could obtain from your current lead flow. So we’re not even talking about increasing your lead flow, right? We’re not even,
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we’re talking about just maximizing what you offer, what is already coming in, right. So taking a taking advantage of, of what you’re already getting, there’s so much, you know, kind of low hanging fruit here. Um, and, and, you know, like I mentioned, you know, we really find that many small law firms have weak lead follow up.
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If any lead follow up at all initial outreach calls are late sometimes unenthusiastic or, or often really not made at all. Uh, I rarely see kind of written materials that are sent, um, later check in calls to the undecided or not made educational, nurturing emails are not sent re-engagement materials are nonexistent, no CRM is in use and any tracking is kind of informal and irregularly used.
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So you can, you can really understand the, the opportunity that that is available to kind of stay on top of these unsigned leads and every lead should be tracked and moved along these preset, you know, sales, this moved along some sort of preset sales funnel that includes a mix of calls and content that’s important. It should be, you know, should really kind of be a good mix of,
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of calls and content when, when appropriate. Um, and certainly this followup process when use religiously will do more to improve your marketing results than any other single suggestion I make today. So again, this is the lowest hanging fruit stay on top of those unsign leads. And I think you’ll, you’ll be really surprised at the way that your conversion, right.
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Um, you know, really, really kicks in. So again, stay on top of those leads, have a system have a process. I highly recommend if you can dedicating someone in your office to stay on top of this, um, you know, you have enough on your plate and if you can have someone who’s incentivized and motivated to, to ensure that that this is happening,
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you’re, you’re much more likely to continue it in the long run and see those results. Okay. Okay. Uh, moving into kind of improving the quality of your leads, uh, educate your prospects. This is, this is huge and it kind of this kind of, uh, is the common thread throughout this presentation is, you know, educate,
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educate, educate, show your value, explain the legal process, answer those common questions, reveal details about the work you do. The first step is to, to provide your prospects with a variety of content that familiarizes them with what lies ahead. Cause a lot of, you know, a lot of times it’s the unknown that is not only scary for your client,
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but, but also makes the whole process, uh, you know, kind of bogs down the whole process and, and, you know, makes, makes things a lot more difficult. So you should really kind of provide both articles and videos if you can. And this content should be a look at what will occur if they do retain you, you know,
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be as specific as you can certainly provide insight into how your approach works and then what their role will be. Right? So it’s certainly important for you to lay out what you will do, but it’s equally as critical to describe what will be expected of them as a client. Um, and that certainly, you know, makes the whole process much smoother.
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So I wanted to show you here on this slide. So for reference, here’s a look at a few, um, of our educational kind of branded booklets. Um, I just kind of, we just have kind of the covers there, but, um, you’ll certainly find that prospects who’ve engaged with your educational materials before you speak with them, will almost always be higher quality prospects.
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They’ll ask better questions. They’ll certainly be ready to sign with you rather than kind of shop around or look around. And they won’t be surprised by your requests for information or other work when those arise. Uh, so, um, you know, educating, educating, uh, your prospects, common questions, certainly, uh, what to expect and revealing those details about the work that you do can,
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can go a long way and, um, well, uh, make your life a whole lot easier. A lot of the work is done up front, right before you ever even, uh, retain the client and they come in prepped and ready to go, okay, moving along in the improving the quality of your leads category, promote your content, right?
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So once you have this collection of content, you need to use it in any way that you can, right? So you can certainly circulate it piece by piece on social media, by posting on social media, share it on your Facebook, your LinkedIn Twitter, if you have it YouTube, anywhere that you are and make sure that you’re sharing it and certainly be sure to email it out to your contacts.
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It’s certainly a great way to stay in front of those past clients for referral purposes. Um, and, you know, ask your context to share the information with friends or family who may be going through a situation, uh, that, you know, this, this information could be helpful to them. So absolutely email it out. Uh, and, and this content also makes for excellent social advertising offerings.
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So, you know, offering the booklets as a lead magnet within your Facebook ads, uh, within your ad words, your other PPC ads, um, it’s a great way to bring those perspective clients in with the educational material. Uh, if you do use, uh, these, you know, this content or these materials, uh, in your,
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in your PPC, in your, um, social ads, make sure that you also create a dedicated landing page or have your web developer create a dedicated landing page and funnel to maximize the effectiveness of your ads. So if you’re just sending, if you’re, if you’re promoting a, an educational booklet and FAQ, for instance, and then you’re just linking the ad to your homepage,
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and it’s difficult for the visitor to even find that lead magnet that was offered to find the reason why they clicked through you’re going to lose that your bounce rate is going to be sky high. So, um, you know, that’s just another little added tip is make sure that you do have a dedicated landing page and a dedicated funnel for, for these ads,
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especially if you are promoting content. Okay. Uh, let’s see, moving along, uh, number eight use, not for everyone language. So what we mean by this is, you know, most law firms invite everyone to contact the office, but this is really the wrong approach, right? Because you don’t accept everyone who calls. So why, why not kind of trumpet that exclusivity because prospective clients,
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they’ll be curious about what it takes to sign with you. So tell them and your public content should ideally emphasize that your services are not for everyone. And then describe who you are best able to help. And again, be as specific as you can, because in the end, your description will really kind of reduce the number of calls from unqualified prospects,
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attorneys. Tell me all the time how frustrating it is to yeah. Okay. Lead flow seems okay. But then, you know, more than half of those, those leads that come in are completely unqualified and, um, you know, they’re not able to, to help those folks. So this messaging will certainly help with that. And the apparent kind of exclusivity that it creates will also kind of garner more interests in your representation.
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Right? Cause cause people tend to have that natural desire to, you know, they kind of want what they might not be able to get. So, um, and certainly in addition to helping prospects kind of self screen, it will also help you stand apart from your competition and, and increase interest. So, you know, be sure to use the,
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not for everyone language, um, and unless you really do want to accept everyone. And I’m sure that that that is not the case. So, um, you know, use a little bit, a little bit of that, um, of that framework can really kind of go a long way, um, asking qualifying landing page questions. So, um,
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this is something that I briefly touched on earlier, but every web form, whether offering a lead magnet consultation, something else should ask a couple of qualifying questions. So what, what do I mean by that time to follow up on leads is obviously limited. I’m sure that it is that you’re your firm. Uh, and, and most firms that I talked to could do a better job of kind of pursuing those leads.
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So anything that helps you identify and kind of direct your efforts and prioritize your efforts to the best ways will be beneficial. And that’s what we’re talking about, uh, with these, with these qualifying questions and easy way to kind of segment your leads is with these qualifying questions on the web forms. So specifically how urgent is your legal need? That’s, that’s a great question and it should be followed with,
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um, it should be multiple choice. So four options could be, I need help now, please call me, or I’m just browsing. And those that will kind of allow your team to focus on the leads that are ready to make a decision, right, rather than just blanket approach, trying to follow up with everyone, uh, you know, who inquires,
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uh, just that one single question can, can really go a long way, but then if, uh, but then of interested, I also recommend kind of a second question that asks about the seriousness or magnitude of the legal issue, which will also help kind of single out those qualified and high value clients. Um, so this could be, now you could ask,
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uh, the size size of the state days in hospital extent of debts, stage of litigation, but learning about the severity of the legal problem is, is certainly valuable qualifying information. So we recommend asking about both seriousness and urgency, um, and, uh, those two very simple, easy to answer questions. We’ll provide you with a ton of information when you’re prioritizing your followup and,
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and your team is looking to, you know, convert those higher quality leads. So ask about well seriousness and, and urgency. Okay. Uh, number 10, align prospects expectations, you know, those without extensive sales experience, which describes most attorneys kind of rarely understand the value and importance of discussing limitations and negatives. We actually call this process D selling,
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which is it’s simply another form of telling prospective clients that your service is not for everyone. Again, kind of reinforcing that point, but your content should candidly disclose the limitations of what you can provide, what you need and expect from the client. And anything else that is likely to kind of be perceived as a negative, and you’ll want to reiterate these negatives before and after retention so that there are kind of no misunderstandings about what you can and cannot deliver.
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That’s that’s what the whole goal is, right, is to set those expectations and taking this counterintuitive approach will demonstrate competence in your work product. And really the more astute legal concerns consumers will certainly recognize that, uh, is, can also be one more way to set you apart from your competitors. Certainly not everyone is doing this very few attorneys are doing this.
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And the earlier in the marketing process that you sort of explain what your service cannot do and the work that the client must perform, the better that will drastically improve the quality of, of the clients that you’re bringing in. So align prospect expectations, number 11, moving into adopting techniques with longterm marketing value. Um, this one’s specifically cultivate your professional referral sources.
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So this could be a really good time to either reconnect or connect for the first time with some local professionals, uh, attorneys, or, you know, otherwise who would commonly come across the type of client that you’re looking for. And certainly the most effective way to keep referral sources kind of sending you prospective clients is to email them status notes about prospects and clients they had previously referred.
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But few lawyers, again, few lawyers kind of use this proven technique. So you’ll certainly certainly stand out. If you have many referral sources, you won’t be able to kind of balance every relationship chip with an equal number of, of cross referrals, right? So what do you do in situations like that to maintain that relationship? That’s a question that I,
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that I actually get all the time from attorneys is okay. You know, I’m interested in growing my referral network, but I don’t have enough referrals to, you know, cross refer, uh, to send, you know, to, to all the local chiropractors who are sending me, who are sending me clients and, and that’s not that’s that’s okay.
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Right. Because if you demonstrate that the referred clients are being well taken care of you explain why any rejected prospects were not accepted as clients. That’s a great start. But then in addition, we highly recommend that you regularly send your referral sources, high quality, helpful information that they can use to grow their own practice, grow their own business. Um,
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specifically, I think I have a sample here. Yeah. So specifically here’s a look at a professional journal that we use to help our clients cultivate their new referral relationships, offer some great business tips, marketing advice, here’s Harris, some other marketing booklets, um, that, that are super, super helpful. Um, and they’re coming from you, right?
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So if you’re providing this value, uh, you’re staying top of mind with those professional referral sources and you’re, you’re actually giving them some useful, practical information that they can use. You know, there’s certainly going to think of you when they have some high quality clients, some high quality business to send your way. So, um, starting those relationships,
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you know, networking is super important, but cultivating, you know, continuing to, to stay in touch and providing value is really the longterm play. When you’re talking about these professional referral sources. And again, just like, you know, I’ve been kind of talking about this, this entire presentation, it’s all about education. So whether it’s your prospective clients,
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your current clients, your past clients are certainly a referral sources, providing them with educational materials, best thing that you can do. And, and really the highest quality, um, you know, relationships kind of STEM STEM from shared value, right? So I’m moving right along, sticking with the, on the referrals vein, um, obtain more referrals from past clients.
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So you already know this, but you know, prospects referred bypass clients will generally be higher quality than the average lead, right? They’re knowledgeable about your work they’re, pre-sold on you. They’re typically much more ready to retain. Um, but your past clients will forget you very, very quickly unless you remain helpful and remain top of mind. Um, I know it’s kind of hard to understand this sometimes,
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you know, you feel like, man, I worked with that client for four months. We had a really great connection and, you know, I had a, I was able to, you know, get them some great results. Uh, why don’t they, why don’t they remember me? Why, why aren’t they sending me clients? Why, why are they,
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you know, am I not top of mind is because you’re not staying in touch and the best way, um, is really through a newsletter. So we recommend a branded newsletter. Um, let me actually click through to some samples. So, um, here are some sample newsletters, but we content including a mix of, of sort of educational and entertaining content is super important with these newsletters.
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We recommend a monthly newsletter. Um, if that’s not sustainable, if that’s not, um, realistic, you know, every other month, even quarterly is fine, but, um, it’s important that the content is, is useful. We want you, you don’t want people’s eyes to just kind of glaze over when they see these newsletters, you don’t want them to be a hundred percent law focused.
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So, uh, you know, a nice mix, right? So, um, uh, seasonal pieces kind of smarter living articles, uh, general interest pieces, recipes are really popular. Um, I have some, here’s some articles that we have used in the past that have been really popular, like eight ways to live a happier life for a better night’s sleep practice.
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These seven habits, a beginner’s guide to running six easy indoor gardening tips, eight tips for saving money at the grocery store. So, you know, you need to provide information relevant to their current lives, or they’re not going to read it and they’re certainly not going to, to share it. So, um, you know, you, you want people to actually spend a little bit of time,
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a few minutes with it each month that it’s produced and it will go a long, long way to, uh, you know, to really kind of helping you stay top of mind in a, in a very soft, non salesy way. I mean, use letters are old school, but they certainly are effective, um, sharing, uh, something interesting that’s happening in your personal life or maybe personal lives of,
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of one of your staff members. Um, you know, all of that goes a long way to building trust and again, keeping it top of mind. So, uh, we, we love newsletters. They work really, really well. They can be sent digitally or Postly, um, digitally is obviously much more, um, uh, cost-effective uh,
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and, and more efficient, but, um, you know, it’s up to you and whether or not you have postal addresses and email addresses for your past clients, it’s certainly a consideration, but, um, you know, really think about if you haven’t already really, really think about, um, producing a newsletter, if you can, or there are certainly vendors out there that can help you with it too.
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Um, okay. Moving along, build your video collection. So for maximum engagement, your website’s educational information really should be conveyed in both texts and video. Our favorite formats are explainer and testimonial videos, but really, you know, in these days of almost everyone kind of using zoom, those more casual videos they’ve really kind of become acceptable. So you can simply record a video chat that you have and use that,
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you know, cut it up and use that. Um, but viewership of, of videos keeps climbing. You know, it’s certainly not going away. And, and they’re now so universal that if you don’t have video on your site, it can actually Mark you as sort of not keeping up with the times. So video really is a great way to convey information.
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Um, like I said, we like to use explainer and testimonial videos. Explainers can convey very complex legal topics and a manner that everyone can understand. And certainly those testimonial videos provide another way to kind of convey that you’ve had many satisfied clients. It’s just a nice way of displaying those reviews and those testimonials in video format. And keep in mind, once you create the scripts,
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you can actually have freelancers finish the production of these videos. So you don’t have to have it in house video person, or you don’t have to have, you know, this skill set in order to create some really, really great videos. Um, actually wanted to show you a sample. I think it’s on the next slide here. Um, so here’s a video example.
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I’ll just, I’ll just share, uh, I’ll just play a short, um, a short clip from this video, but just to give you an idea of, of what you can do, let’s see if I can play this year. You were involved in an injury accident and suddenly through no fault of your own, everything has changed. You cannot work in the same way you used to,
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you have medical bills to pay and complicated insurance issues to sort out. It’s no wonder you’re feeling overwhelmed. That’s where we come in. We are knowledgeable and experienced personal injury lawyers. If you were injured due to another person’s carelessness, we can help you obtain compensation for the harm that was done to you. Here are five ways we help our personal injury clients and we can help you too.
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Okay. So, um, you know, that’s pretty cool. It’s pretty, uh, it looks pretty nice, you know, using some, some clips, some, um, you know, stock footage and, and, um, you know, branding and, uh, answering those, those questions. So, uh, video can go a long way.
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It’s a great way to convey information on your site, but videos also make for wonderful social media posts. Um, so there’s a lot that you can do. You can syndicate videos and a lot of ways. Um, and again, it’s another piece of content that once you have it created, you can really, really use it. And in many ways for,
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for civically, you know, a long time, depending on the topic, but, but typically in a most of the, most of the information is quite evergreen. So you can use these videos quite a bit. Um, okay. So kind of transitioning here really quickly. I want to kind of offer some bonus suggestions. I’ll briefly discuss some kind of potential pivots to get the phone ringing again,
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but I do kind of want to stress that, you know, pivoting is not for everyone. You know, we completely understand that, but pivoting, at least partly to kind of a higher demand and related sort of subspecialty may make sense for you, especially if your firm’s phone isn’t ringing right now at anywhere near the level that you need it to. If you expect this kind of sheltering in place and work from home restrictions will be lifted slowly and unleash unevenly,
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which it certainly sounds like that will be a case, um, or the financial positions, if you, or your team or your firm don’t allow you to run well below capacity. For more than a few months, you may want to consider, um, you know, some of these, these kind of slight pivots that, that we’re going to discuss now,
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um, we think that that’s especially pivoting, you know, might be especially important for injury lawyers, right? Because there has been a steep decline in car accidents, post COVID. I mean, everyone, all of, you know, that better than anyone, no one’s driving. Uh, and in many areas that decline is up to 50%. Uh,
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overall miles driven have declined 40%. So it’s pretty staggering. Uh, in addition to, you know, the car accidents decreasing, you know, Noah, not as many people are out people aren’t slipping and falling. So, um, we just thought that we would tack on some, some bonus suggestions that, oops, sorry about that. That could,
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that could be helpful, uh, in this time. So first one add insurance coverage litigation. So insurance claims are pouring in obviously and sensing the financial disaster that looms insurers are denying coverage. Despite many policies being unclear, especially all risk policies. So many business owners will certainly need help for businesses. Focus starting for business, forced into bankruptcy. The dollar loss is run into the millions.
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So plaintiff’s lawyers are really kind of responding with both individual lawsuits and class actions. So that’s one area insurance coverage litigation is one area to, to consider, um, another potential pivot and employment litigation. So, um, unlike the rapid spike in insurance coverage claims and litigation employment claims are destined for a slow build, right? That that eventually will amount to large numbers driven by extended periods of unemployment.
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And as with your injury practice in taking employment claims, we’ll be helping needy individuals obtain compensation for losses, not of their doing so, uh, you know, it’s very, uh, related and that way. And, um, that’s just another, another pivot that we wanted to mention. Uh, another one add business litigation, crushing reductions in revenue are forcing businesses to make hard and really sometimes shameful shameful decisions.
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So business disputes are arising across multiple industries. Favorable facts are present in a high percentage of the claims. So certainly breach of contract failure to refund class actions for canceled events, shareholder litigation, uh, and it’s, you know, there’s, there’s lots of opportunity in this area as well and moving right along, um, certainly consider adding COVID based injury in niches to your,
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to your offerings. So, um, covert is driving a variety of new lawsuits against commercial property owners, whether that’s nursing homes, cruise ships, shopping centers, certainly office buildings cause of action against these defendants are based upon failure to take appropriate steps, to protect residents workers, and first responders, especially once they learn of COVID cases on the premises. So this is another,
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uh, this is another potential pivot. We just wanted to kind of put these out there in front of you in case you hadn’t considered them. There could be some, some really great opportunities there. Okay. So I’m wrapping up, uh, if you want help with implementing any of, of, uh, the tech, the tactics and the templates that I discussed today,
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we have a software based marketing amplifier program that gives you access to our massive library of consumer books and booklets, and includes both print and digital hundred to 300 page book, uh, dozens of educational booklets in your specialty, monthly newsletters for past clients and professional referral sources. All of this stuff is branded. And your name, um, of course includes your contact information.
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Um, we also include, um, we have content center software that automates the sends to prospects, new clients and past clients that includes the shock and awe packages that I mentioned in the presentation. Certainly the nurturing series, welcome kits, but the newsletters pretty much, we have content targeted at every phase of that client life cycle to make sure that you’re staying in touch every step of the way,
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and it’s all automated. So the burden certainly isn’t on you to, to keep the communication going. And then, um, I’d also wanted to mention that we do have a low cost introduction, uh, introductory offer right now where we’re offering this program. It just a dollar a month for the first three months. Uh, we have been a legal book publisher for nearly 40 years.
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We’ve been a part of the legal community for a very long time, and we really want to support law firms during this time. We want firms to grow rather than, you know, stand still, or certainly not, um, you know, regressed backwards. So, uh, we’re offering, uh, the, the program at a dollar per month for,
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for now, uh, after the first three months, it is two 95 per month, um, and cancel any time. So, um, I did want to just briefly mention that, um, if you’re interested in a demo or if you have questions after this presentation, please contact me. You can see my email address and phone number there. K prior@jamespublishing.com.
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My direct line is (714) 434-5926. Um, we also have a rapidly growing collection of COVID content, um, that is also included in, in this program. So I did want to mention that, um, but for the time being, feel free to jump on over to James amplifier.com/tough-times there, you can request free tough times templates. So, uh, you can download them instantly and they include,
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uh, almost every they’d actually do include every template that I mentioned, uh, in today’s presentation. You can get them for free at that link there, James amplifier.com/talk-times. So, uh, just wanted to mention that that free gift for, for, uh, this, uh, for attendees of this webinar. And, um, I think that kind of wraps up the,
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the primary content portion, but, um, Eric, I don’t know if, if any questions had come in or if there’s anything else that you wanted to add. We do have a couple of questions coming in from our listeners. Uh, the first question is, um, surrounding, um, the quizzes that you mentioned at the beginning, this listener wants to know how you might,
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um, construct a quiz and have it collect the info, the contact information of the person taking it. That’s a great question. So there is very inexpensive lead lead creation software out there. Lead quizzes is one of those, uh, one of those tools, um, there might even be a free version, but it’s very low cost. And, uh,
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it has, it basically does all the work for you. So you basically add one snippet of code to your website, just one line of code. And, uh, it allows you to collect contact information and create this interactive quiz very simply through their software. So that would be my recommendation for actually implementing a quiz. Um, you could also just,
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um, you know, if, if, if you’re a little uncomfortable with that software, you could also just create a quiz sort of in PDF format. So it would, it would almost just be a short booklet where you’re just asking questions, uh, and having multiple choice answers. And then at the end of the quiz, you could say, you know,
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if your score is one through five, you know, this, this is what we recommend five through 10, this is what we recommend. So that’s a little bit lower tech option, but I would certainly suggest looking into the, the easy to use, uh, lead, uh, sorry, quiz creation software. All right. The next question, here’s a question about how you would suggest lawyers handle prospects who are waiting for their cases to come up in a few months or are delayed court appearances because of COVID-19,
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That’s a great question. And I know there’s a lot of that right now, keeping in touch is the most important thing. So, um, even with even, uh, you know, during the initial startup phase, that that happens in regular times, it’s important to kind of reassure, reassure those, you know, newly retained clients, but now more than ever.
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So, uh, dropping them into a sequence that is educational, that describes what is happening, uh, w you know, updating them whenever you can, on what to expect and any information that you have, because, you know, you might not have all the information you might not be sure, you know, when things will open up again. So,
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um, but keeping in touch in any way that you can via email is probably the most efficient and effective way of, uh, of staying of reassuring, uh, you know, reassuring those new clients that, you know, work is still being done. Here’s what they can expect. And, um, you know, kind of easing their fears again,
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and the answering their coming questions. All of that is super critical, especially during, you know, during this time when, um, there’s lots of unknown, so communicate, communicate, communicate.<inaudible> Very good. Now, the question is asking whether you have materials in Spanish, You know, it’s funny, we’ve been receiving more and more requests for Spanish content,
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and we’ve just started to translate some of the content that we have. So that is on our radar. We don’t currently have our libraries built out, uh, translated into Spanish, but, um, that’s certainly something that we can work through kind of client by client. We’re, we’re open to that. And, um, that’s actually my third request for that this week.
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So it’s, it’s definitely on our radar and, um, something that, that we want to offer in the future. All right. Does anyone else have a question if you do, please submit it using the questions tab on your software, And while we’re waiting for any questions to come through, I’ll simply remind folks that a free replay of this webinar is available on pelvis website at<inaudible> dot org slash Corona.
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It’s a free, we usually reserve these replays only for pillow members, but because of the COVID-19 outbreak, we are making a lot of this content available to folks. I would encourage you to visit, uh, our, uh, lawyers, uh, Corona virus, survival toolkit, um, and, uh, check it out. Alright, we have one more question.
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How do you handle all the bounced emails while sending materials by email? Oh, we recommend your email contact list through a simple tool called NeverBounce. It takes just a couple of minutes. It’s very cost effective, and it will remove those risky email addresses before you attempt to send out your contact. So, um, cause it, cause it can really,
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um, negatively impact your deliverability of your emails. If you are sent, if you have a high bounce rate. So simply running your list through, or even a single, just a single contact through NeverBounce will dramatically help with, with that challenge. So never bounces what is what we used. Very good. Any other questions folks before we wrap it up today?
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Kara, I don’t see any other questions. So I think we can wrap it up today. Thank you once again for joining us any last words, I just thank you so much. It was a pleasure. And I look forward to chatting with anyone who is interested in getting some tips. Thank you so much, Ken and Eric for the opportunity. It was great.
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All right, folks. Thanks for joining us and join us next time. Bye bye