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The Lost Art of Lawyer to Lawyer
Referral Marketing
Presented by
John Fisher and Larry Bodine
March 2, 2016
Today’s presenters
Larry Bodine
• Editor,
National Trial
Lawyers
• Social media marketer
• Attorney
• Blogger –
www.larrybodine.com
John Fisher
• Birth Injury
Malpractice
Attorney, New York
• Marketer of the Year, 2013, Great
Legal Marketing
• Author, The Power of a System
• www.protectingpatientrights.com
Just Imagine…
• An entire marketing system…
• Revolving around just ONE THING…
• The IDEAL CLIENT…
• A steady pipeline of new cases…
• Who prescreens every case for merit…
• Who is this?
You are!
Say Goodbye to Mass Marketing
• 99% of consumers don’t need you
• A laser-beam targeted marketing system
focused on your IDEAL CLIENT
• Where your referral partners spend all the
money on advertising
Who is your Ideal Client?
• Top 10 Referral Sources
• Steady referrals of new cases
• This is your Ideal Client!
How can you get referrals when no one knows who you
are…
• A FREE book given away to your
referral partners
• Build celebrity status and notoriety
• Seminars & workshops about the Book
• The Goal:
and where do you start?
SHOW UP LIKE NO ONE ELSE!
THE FIRST STEP
You’re just getting started…
• Just for your referral partners
• Gives away ALL OF YOUR SECRETS!
• A newsletter that your referral partners keep
THE SECOND STEP
The Book is just not enough to stay top-of-mind with your
referral partners… The answer?
The Goal of your newsletter?
• Being everywhere… the multiplicity effect
• Staying top of mind with referral partners
• Seed, CULTIVATE and then harvest
• Showing up like no one else!
List Building
• Capture page
• Irresistible offer
• Marketing assets
• Funnel $ into Facebook Ads
• List building that pays for itself
• GOAL: a tribe of RAVING FANS
So you’re nurturing your referral base with
the Book and newsletters…
The answer:
Seminars and workshops for
your referral partners, but…
THE THIRD STEP
But how do you create new
referral relationships?
What’s the pitch?
• FREE educational seminar unlike any they’ve attended before
• FREE educational giveaways… audio CDs and Powerpoint
presentations
• FREE Continuing Legal Education credits from the county
bar association
ALL of this snowballs: “The best FREE seminar I’ve attended!”
Your Secret Weapon
• County Bar Association (within 60 mile radius)
• Newsletter submissions
• CLE Speeches
• Free promotion
• Endorsement
But…what’s in it for you?
• You just added 35-50 new
referral partners
• You just became a rock star
to your referral partners
• Your LIST just got bigger
NO TAKING - ONLY GIVING
Your Attorney Referral Program
• Web page for Attorney Referrals
• Rules of Engagement FROM Your Law Firm
("what we expect when we refer a case”)
• Rules of Engagement TO Your Law Firm
("what you can expect from us when you refer a case”)
• Video Testimonials by Referral Partners
• Brochure with your Rules of Engagement and
Testimonials
• Do stuff that no one else is doing!
• Crazy, outside-the-box marketing… that has
your peers scratching their heads…
• Pushing yourself
WAY BEYOND your
comfort zone with…
• A podcast for your referral partners
• Parties for your referral partners
• Bagel giveaways
• Create web video for your referral partners
• “Shock & Awe” package for new referral partners
• A back-end campaign for your Referral Partners
through Infusionsoft
What is the secret sauce to trust-
based referral marketing?
• Do a good job for just one referral
partner… and what happens?
• You now have 40-60 referral
partners from a single referral
source
• Bernie Madoff: The mad genius behind
trust-based marketing
The Power of Referral-Based
Marketing for Lawyers (true story)
• A new case worth in excess of seven figures…
• Your new referral partner has already sold the client on you…
The outcome:
• $1.5 million… without doing a single deposition
• $472k in legal fees… without almost no work
• Thursday, March 31st, 2016 at the Pelican Grand
Beach Resort, oceanfront in Fort Lauderdale, FL
• 18 Lawyers
• Your Biggest Marketing or Management Obstacle
• Constructive advice from Participants
• www.MastermindExperience.com
The Lost Art of Lawyer-to-Lawyer Referral Marketing
The Lost Art of Lawyer-to-Lawyer Referral Marketing

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The Lost Art of Lawyer-to-Lawyer Referral Marketing

  • 1. The Lost Art of Lawyer to Lawyer Referral Marketing Presented by John Fisher and Larry Bodine March 2, 2016
  • 2. Today’s presenters Larry Bodine • Editor, National Trial Lawyers • Social media marketer • Attorney • Blogger – www.larrybodine.com John Fisher • Birth Injury Malpractice Attorney, New York • Marketer of the Year, 2013, Great Legal Marketing • Author, The Power of a System • www.protectingpatientrights.com
  • 3. Just Imagine… • An entire marketing system… • Revolving around just ONE THING… • The IDEAL CLIENT… • A steady pipeline of new cases… • Who prescreens every case for merit… • Who is this? You are!
  • 4. Say Goodbye to Mass Marketing • 99% of consumers don’t need you • A laser-beam targeted marketing system focused on your IDEAL CLIENT • Where your referral partners spend all the money on advertising
  • 5. Who is your Ideal Client? • Top 10 Referral Sources • Steady referrals of new cases • This is your Ideal Client!
  • 6. How can you get referrals when no one knows who you are… • A FREE book given away to your referral partners • Build celebrity status and notoriety • Seminars & workshops about the Book • The Goal: and where do you start? SHOW UP LIKE NO ONE ELSE! THE FIRST STEP
  • 7. You’re just getting started… • Just for your referral partners • Gives away ALL OF YOUR SECRETS! • A newsletter that your referral partners keep THE SECOND STEP The Book is just not enough to stay top-of-mind with your referral partners… The answer?
  • 8. The Goal of your newsletter? • Being everywhere… the multiplicity effect • Staying top of mind with referral partners • Seed, CULTIVATE and then harvest • Showing up like no one else!
  • 9. List Building • Capture page • Irresistible offer • Marketing assets • Funnel $ into Facebook Ads • List building that pays for itself • GOAL: a tribe of RAVING FANS
  • 10. So you’re nurturing your referral base with the Book and newsletters… The answer: Seminars and workshops for your referral partners, but… THE THIRD STEP But how do you create new referral relationships?
  • 11. What’s the pitch? • FREE educational seminar unlike any they’ve attended before • FREE educational giveaways… audio CDs and Powerpoint presentations • FREE Continuing Legal Education credits from the county bar association ALL of this snowballs: “The best FREE seminar I’ve attended!”
  • 12. Your Secret Weapon • County Bar Association (within 60 mile radius) • Newsletter submissions • CLE Speeches • Free promotion • Endorsement
  • 13. But…what’s in it for you? • You just added 35-50 new referral partners • You just became a rock star to your referral partners • Your LIST just got bigger NO TAKING - ONLY GIVING
  • 14. Your Attorney Referral Program • Web page for Attorney Referrals • Rules of Engagement FROM Your Law Firm ("what we expect when we refer a case”) • Rules of Engagement TO Your Law Firm ("what you can expect from us when you refer a case”) • Video Testimonials by Referral Partners • Brochure with your Rules of Engagement and Testimonials
  • 15. • Do stuff that no one else is doing! • Crazy, outside-the-box marketing… that has your peers scratching their heads… • Pushing yourself WAY BEYOND your comfort zone with…
  • 16. • A podcast for your referral partners • Parties for your referral partners • Bagel giveaways • Create web video for your referral partners • “Shock & Awe” package for new referral partners • A back-end campaign for your Referral Partners through Infusionsoft
  • 17. What is the secret sauce to trust- based referral marketing? • Do a good job for just one referral partner… and what happens? • You now have 40-60 referral partners from a single referral source • Bernie Madoff: The mad genius behind trust-based marketing
  • 18. The Power of Referral-Based Marketing for Lawyers (true story) • A new case worth in excess of seven figures… • Your new referral partner has already sold the client on you… The outcome: • $1.5 million… without doing a single deposition • $472k in legal fees… without almost no work
  • 19. • Thursday, March 31st, 2016 at the Pelican Grand Beach Resort, oceanfront in Fort Lauderdale, FL • 18 Lawyers • Your Biggest Marketing or Management Obstacle • Constructive advice from Participants • www.MastermindExperience.com