Ron Burgundy promoting your law practice?


Advertising works. Even silly campaigns like the one Dodge is running featuring fictional newscaster Ron Burgundy, played by actor Will Farrell, as spokesman. Sales of the Dodge Durango were up 36% in November versus last year, thanks to these ads and the tie-in with the upcoming sequel to the 2004 hit movie, Anchorman.

Why do these ads work? There’s nothing new being said about the Durango. And the Ron Burgundy character isn’t a car expert, fictional or otherwise. It works because people recognize the character, talk about the ads, and think about the Durango when they are in the market for a new vehicle.

Most lawyers don’t use celebrity endorsements in their advertising, but they could. It’s not as expensive as you might think to hire a former sports figure or B-list actor. In fact, there are agents who specialize in booking their clients for just this purpose. I recall seeing former Los Angeles Dodger’s stars Steve Garvey and Ron Cey doing local TV ads long after they were retired from playing.

Also, you don’t need someone whom “everyone” would recognize. You can hire someone who is well known in your niche market. The former head of a trade association, for example.

But let’s say you don’t want to hire anyone. Hell, let’s say you don’t want to do any paid advertising, (or aren’t allowed to). What then? You can still leverage the celebrity of famous people.

My friend, attorney Mitch Jackson, regularly interviews famous people for his video podcast. These videos bring traffic to his website and bolster his reputation as someone who is successful enough to have famous people willing to “take his call”. In essence, their appearance on his “show” provides an implied endorsement for his practice.

How did he get some of these folks to agree to an interview? I’m sure he’ll tell you he just asked them. Celebrities, speakers, authors, professionals, and entrepreneurs need exposure. I love being interviewed. It free advertising, easy to do, and lots of fun.

If you don’t have a podcast, video or otherwise, you could interview well known people for your blog or newsletter. Who do you know who is famous, if not to the world, within your target market? Do you have a famous client or friend? If not, do you know someone who does?

If nobody comes to mind, ask yourself, “Who would I like to know? Who might my market like to hear me interview? What semi-famous person has a list of followers or fans who would be good candidates for my services?’

Another thing you can do is piggyback on a charitable cause. Invite celebrities to come to an event you are involved with, lend their name to it, or promote it to their social media channels. Celebrities love to be seen associated with causes they believe in.

You don’t need a direct endorsement for your services to benefit from a celebrity’s name recognition. Even mentioning that you met a well known person at an event you attended has value. Hey, you don’t even need to talk to them. Just take selfies with famous people and post them online.

Do you have a marketing plan for next year? Start with this.


Marketing takes up too much time? I wrote this post in 15 minutes


In the interview yesterday, (replay), I said that if you (the viewer) got nothing else out of my comments, I hope you are inspired to commit 15 minutes a day to marketing. Even if all you do is sit and think, or write down ideas, or read some articles. I said that if you do that, eventually you will pick up the phone and make some calls or write something that could be considered marketing-related. Like a blog post, article, or email.

You can do a lot in 15 minutes.

I wrote this post in 15 minutes. Sure, most of my posts take longer but I have the time. You might not. That’s okay. Short posts are fine.

How do you write a blog post in 15 minutes? You start with an idea and write it down. In this case, “writing a blog post in 15 minutes”. You open up something to write in. I write my posts in Evernote. And you begin writing. Put down your thoughts. Share a couple of tips or resources. Give your opinion on something related to your area of expertise.

Three or four paragraphs and you’re done. I’m at 200 words at this point. My posts are usually in the 300 to 500 word length. Length isn’t critical, as long as you have said what you need to say.

Then, edit. Make sure the thoughts flow. Not hard, really (pauses for a sip of coffee, reads. . .). Looks pretty good. Time to publish. Copy and paste into WordPress. Add some tags and hyperlinks and I’m done for the day. Elapsed time: 14 minutes. And what do you know, this post is now just over 300 words.

If you missed the interview yesterday, you can watch the replay here. It was about an hour so you might have to watch over the next four days. If you don’t have time, just order The Attorney Marketing Formula and call it a day.


Marketing is easier when you use leverage


As I mentioned last week, this Wednesday, at 2 pm PT, I’m being interviewed and you’re invited. Among other things, I’ll be talking about my latest marketing course, The Attorney Marketing Formula.

One of the themes throughout The Attorney Marketing Formula is leverage–getting bigger results out of the same effort. A simple example of leverage in marketing a law practice is the use of forms and checklists. You invest time to memorialize a process and then use that process over and over again, saving you lots of time, reducing errors, and impressing the hell out of your clients who see how remarkably well organized you are.

Another example of leverage is focusing on your current and former clients as a source of repeat business and referrals in preference to other ways of seeking new clients. There are much lower costs associated with marketing to people who already know, like, and trust you, and much better results. Even if someone can’t hire you again right now, and doesn’t know anyone they can refer, there are other ways they can help you. They can send traffic to your web site through social media, for example, or forward your email to their friends and colleagues.

A marketing joint venture with professionals and business owners to get exposure to their lists is another form of leverage. If you’re a small business attorney, for example, you could get together with an accountant, a tax lawyer, a commercial insurance broker, and a financial planner. Each of you contributes a report, article, audio, or video, and the four of you send (or offer) this collection to your lists. Or, you can put together a bundle of services for the small business owner, with discounts and/or free services from each of you, and offer this bundle to your lists.

Anyway, I hope you’ll join us on Wednesday and bring your questions. I’m looking forward to speaking with you!

Save an extra $10 on The Attorney Marketing Formula through 5 pm PT tonight, November 26th. Use discount code “thankful”.


Get your attorney marketing questions answered next week (video interview)


Next week, I will be interviewed by attorney Mitch Jackson on his Spreecast channel. The subject: The Attorney Marketing Formula, the course that teaches you how to earn more than you ever thought possible.

Please join us at 2 pm Pacific time on Wednesday, November 28. The event is free and open to everyone. Bring your marketing questions and I’ll answer them live on video. Or, if you can’t make it, send me your questions in advance. The show will be recorded and you can watch later.

Register here, or just bookmark the link to watch the replay.

If you don’t yet have a copy of The Attorney Marketing Formula, you can save an extra $10 through the Thanksgiving weekend. Use discount code “thankful” (without quotes). This promotion runs through Monday, November 26, 2012 at 5:00 pm Pacific.

I appreciate you and look forward to seeing you next week. If you celebrate Thanksgiving, I hope you have something special planned.

The Attorney Marketing Formula is way better than a 40-inch TV. Save an extra $10 with discount code “thankful”.