No one likes to be sold to! People hire and refer lawyers they - - PowerPoint PPT Presentation

▶
no one likes to be sold to people hire and refer lawyers
SMART_READER_LITE
LIVE PREVIEW

No one likes to be sold to! People hire and refer lawyers they - - PowerPoint PPT Presentation

Mar 23, 2023 258 likes •830 views

Youre about to discover Content Marketing Marketing Director Certification Program: Lesson 8 with Ken Hardison The Authority on Legal Marketing No one likes to be sold to! People hire and refer lawyers they know, like, and trust!

slide-1
SLIDE 1

You’re about to discover…

“Content Marketing”

Marketing Director Certification Program: Lesson 8

with Ken Hardison The Authority on Legal Marketing

slide-2
SLIDE 2

No one likes to be sold to!

slide-3
SLIDE 3

People hire and refer lawyers they know, like, and trust!

slide-4
SLIDE 4

One of the best ways to get people to know, like and trust you is with educational based marketing.

slide-5
SLIDE 5

By focusing on Educational Based Marketing you accomplish several things…

  • You position yourself as the expert
  • You create trust
  • Prospects get to know and like you as they read, watch and listen to

your materials

  • You establish credibility
  • Create reciprocity
  • You maintain your dignity
  • You can gain a competitive advantage because very few of your

competitors do this

slide-6
SLIDE 6

What kind of Educational Based Marketing mediums should you use?

slide-7
SLIDE 7

Here are a few we will cover today…

  • Books
  • Reports
  • Videos
  • Audios
  • TV / Radio
  • Seminars
  • Webinars
  • Infographics
  • Newsletters
slide-8
SLIDE 8

Books – Paperback or E-book

  • a. Short: 35 – 50 pages
  • a. Catchy title
  • a. 5th – 7th Grade Level: www.HemingwayApp.com
  • b. Informative
  • a. No Legal “Mumbo – Jumbo”
slide-9
SLIDE 9

But, I don’t have time.

  • Ghostwriters
  • License one
  • Talk a book
slide-10
SLIDE 10

Resources…

  • www.VirtuosoEBooks.com
  • www.PaperbookExpert.com
  • www.AdvantageMedia.com
  • “How to Write and Publish a Book” at www.PILMMA.org

How to Distribute Books…

  • Giveaway at festivals
  • Set up stands
  • Infomercials
slide-11
SLIDE 11
slide-12
SLIDE 12
slide-13
SLIDE 13
slide-14
SLIDE 14
slide-15
SLIDE 15

Reports…

  • Just 3 to 20 pages
  • Key is to be informative and interesting
slide-16
SLIDE 16

How to write reports people want to read…

  • Index cards
  • Write down questions clients and prospects

ask you

slide-17
SLIDE 17

Other places to find what people want to know about…

  • Yahoo forums
  • Other forums
slide-18
SLIDE 18

More on writing reports…

  • Make an outline
  • Dictate it: www.SpeakWrite.com
  • Get someone to edit it
  • www.Fiverr.com
slide-19
SLIDE 19

A word about covers…

  • www.99Designs.com
  • www.Fiverr.com
slide-20
SLIDE 20
slide-21
SLIDE 21
slide-22
SLIDE 22
slide-23
SLIDE 23
slide-24
SLIDE 24

Videos

YouTube is the second largest search engine in the world!

slide-25
SLIDE 25

Key things to remember about videos…

  • 1-3 Minutes
  • All about them, not you!
  • Editing helps
slide-26
SLIDE 26

Where to use…

  • Website
  • YouTube
  • DVD’s for prospects
  • Shock and awe package
slide-27
SLIDE 27

Resources…

  • Go to local college
  • Craigslist
  • eLance
  • Gerry Oginski: New York
  • Justin Holderness: Denver
slide-28
SLIDE 28

Audio

  • Get someone to interview you
  • Record it
  • Turn it into a CD
slide-29
SLIDE 29

Uses…

  • Direct Mail or Shock and Awe Package
  • Website
  • Use on “Hold Messages”
  • Positions you as expert
  • Send by email to help convert internet leads
slide-30
SLIDE 30

Resources…

  • www.JohnMelley.com
  • www.Evoca.com
slide-31
SLIDE 31

TV and Radio

Mediums to promote reports and books.

slide-32
SLIDE 32
slide-33
SLIDE 33
slide-34
SLIDE 34
slide-35
SLIDE 35
slide-36
SLIDE 36
slide-37
SLIDE 37

Secret to increase response…

Have viewers or listeners call a recording and leave info for book or report to be mailed to them.

slide-38
SLIDE 38

This will boost response rate by up to 50%! www.AutomatedMarketingSolutions.com

slide-39
SLIDE 39

Resource…

Get TV and radio ads 50% to 70% cheaper than your competitors with www.Wholesaleairtimeauction.com

slide-40
SLIDE 40

Advertise seminar on radio that reaches your target market. Ask for Tap Scan Report!

slide-41
SLIDE 41

Over 50 demographic…

Use newspaper ads!

slide-42
SLIDE 42

Targeted Direct Mail using lists from list brokers to target your specific demographic.

slide-43
SLIDE 43

Webinars

www.StealthSeminar.com Just like a seminar, except online.

slide-44
SLIDE 44

Put on your website!

  • Use in retargeting ads
  • Landing pages for PPC and Facebook ads
slide-45
SLIDE 45

Resources…

  • www.StealthSeminar.com
  • www.LeadPages.net
slide-46
SLIDE 46

Infographics

Graphic visual representations of information, data, or knowledge intended to present information quickly and clearly.

slide-47
SLIDE 47
slide-48
SLIDE 48
slide-49
SLIDE 49

Where to use infographics…

  • Website
  • Direct mail

sequence

  • Shock and Awe

package

  • Instagram
  • Facebook Ads
  • Email Drip

Campaign

  • Landing Pages
  • Newsletters
slide-50
SLIDE 50

Resources…

  • www.Fiverr.com
  • www.eLance.net
  • Any reputable graphics artist
slide-51
SLIDE 51

Newsletters

  • Offer Free book
  • Offer Free report
  • Infographics
  • Articles
  • Interviews
slide-52
SLIDE 52
slide-53
SLIDE 53

We will go more in depth on how to leverage a newsletter to get referrals.

slide-54
SLIDE 54

In Summary…

  • People hire and refer lawyers they know, like,

and trust

  • No one likes to be sold to
  • Educational Based Marketing builds trust!

Positions you as “The Expert”

slide-55
SLIDE 55

Questions?