Welcome back to Secrets of Attorney Marketing Law School Dares Not Teach, second edition. It has been thoroughly revised, expanded, and updated for 2017 and beyond. Because the first edition came out in 2013, many attorneys want to know what has changed in the attorney marketing world between then and now, and what is going to happen in the future - and I'm going to address that here.
Here's what has not changed: Clients still need legal help. They still need qualified, highly experienced attorneys to help them with their legal situations. Clients' behavior in handling their legal situations has not changed, just as human nature has not changed over thousands of years. There are still people procrastinating until the day before their arraignment, until they've been beaten by their spouse for the 50th time (domestic violence), until their parent is in hospice, days from death (to create an estate plan) before they will call your office. Then there are the proactive people that react immediately to their situation by searching for and retaining a lawyer within a day. The third type of person takes their time to decide, needing to pray on it, sleep on it, think on it, talk to their wife or husband, or weigh their options for days, weeks, or months. None of these customer archetypes have changed, because people do not change, even though technology does.
Here's what has changed: As I am sure you know by looking around, people spend much of their time with bent neck, a smartphone in their hand, and their eyes glued to the screen. Living examples of Darwinism are walking into traffic, getting hit by cars. They're walking off cliffs and dying while playing Pokémon Go or texting. Some call them smombies (smartphone zombies). What I'm seeing, as undoubtedly you are, is the rapid proliferation and use of mobile phones and tablets all day and night, in every situation, social or otherwise.
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A Lawyers Guide To Navigating The Noisy World Of O
What I most enjoyed was that the audio was not only informative with several actionable items, but entertaining as well. While it was very technical, it was very enjoyable to listen to due to the many anecdotes, along with real world examples.
One of the most memorable parts of the book concerned the section on how admin assistants answer the phone. He actually says how bad it is for them to just shout, "Law Office" when they answer the phone. I thought it was particularly funny, because I have friends who are lawyers, my sister is a lawyer, and I've called many law offices in the past due to my profession. With that being said, I've heard admins answer the phone that way many times and he's right that it's jarring and completely uninviting. From there he goes on to explain how a simple change in how the admins answer the phones could actually increase business.
Rich is able to brilliantly simplify, the very complicated nature of Google and the most effective ways of growing a law practice online. From tips and techniques about the importance of continually getting online reviews, to what one would think would be common sense on the best ways for law practices to answer their phones, the book is a veritable “how to” when it comes to growing your law practice. From the solo practitioner to larger law firms, anyone with any interest in expanding their practice will greatly benefit from reading this highly informative yet, surprisingly quick read.
A Must-Read for Any Lawyer Wanting to Expand
This is by far one of the best audio books I have listened to. The content was delivered in a fresh, entertaining, and easy to understand way.
I liked that that Rich Jacobs not only told readers WHAT they need to do, but HOW. This book is loaded with tips, suggestions, and ways to take action.
Rich really takes attorney marketing and spells it right out for you. The do's, donts', good, and the bad. His expertise and confidence on the subject is both refreshing and assuring, and makes you want to just get out there and market! Great and informative content - I would go as far as to say it is absolutely essential as an attorney to read.