The Secrets of Referral Based Marketing

Presented by The National Trial LawyersSpeakers:• John Fisher, Esq. and• Larry Bodine Esq.November 3, 2015

Today’s speakersLarry BodineTucson, ArizonaAttorney, Marketer, JournalistEditor of The National Trial Lawyers.Editor, LawMarketing.comAuthor, LawMarketing Blog

John FisherKingston, New YorkOwner and founder of John H. Fisher, P.C., focusing on medical malpractice.Entrepreneur. Selected the national Marketer of the Year in 2013 by Great Legal MarketingAuthor of the best-selling book, The Power of a System: How to Build the Injury Practice of your Dreams.

Why Referral Marketing?• High Quality Cases• Loyal clients• Zero cost

Lifetime Value of a Referral Partner

2002 2006 2011 2016

Value of Referral Partner

Market Value

$

$$$

Yin-Yang relationship Express arrangement

with transaction and business lawyers (yin-yang arrangement).

You and your source must clearly understand what the other is looking for.

Upsell: Seek conflicts from megafirms.

Downsell: Major cases that solos can’t handle.

Get a referral by giving a referral.

How To Ask a ReferralGo to lunch or breakfastCover any current businessThank them for meetingTell them you are looking toexpand your client base andmeet potential clientsBe specific about whom you want to meetLet them sell themselves

Targeted Marketing• B 2 B?• Lawyer to lawyer?• PI to Med Mal?

NONOYES!

Bernie Madoff Effect

• One relationship• 70+ atty law firm• Daily referrals

The Cornerstone: Newsletter

• Target referral partners• Stay top of mind• The multiplicity effect

Speaking for New Cases

• Celebrity status• Minimal cost• Online reviews• New referral partners

Your Secret Weapon

County Bar Associations

County Bar Association

YOU

• Seminars• Newsletters

Meet Lawyers on Social Media• 94% of Americans use social media

to connect with friends and family -- Gallup

• 84% of Americans rely on word of mouth recommendations and referrals to help them make their purchasing decisions -- AC Nielsen:

Online Referrals• Website for lawyers• Facebook ads• Email newsletters

The Indestructible Business Card

• Celebrity Status• Speaking gigs• New referrals

Grass-roots Craziness• Blues Cruise• Podcast• Article submissions• Handwritten notes• Random acts of kindness

Your Unique Selling Proposition

• Thorough case evaluation• Build equity• Guaranteed referrals

Your Mission• Annual goals• Long term goals• 500 referral partners• The end of mass marketing

“Your mission, should you choose to accept it”

Your Challenge• Become the 4%• Book & newsletters• Your Dream Initiative• Mastermind

INITIATIVE

Mastermind EventNovember 19 – Chicago, IL

• One on one with your biggest marketing or

management challenges.

• “Hot-Seat” presentation: getting specific answers

• Join a powerful group of lawyers simultaneously

sharing and being taught.

• Online accountability – post-event

• No sales pitchesRegister at:

http://MastermindExperience.com