Speakeasy Authority Marketing

In this podcast from Richard Jacobs, the president and founder of Speakeasy Marketing, Inc., Jacobs outlines how to use a scientific approach to succeed in marketing your firm.

Jacobs has had an extensive and successful career as a marketing expert and he has guided many law firms and private attorneys to higher heights, helping them target and bring in better clients and ultimately increase attorney profits.

Jacobs delves into the benefits of scientific advertising. Diving in, Jacobs briefly discusses a book which he and many in the marketing community credit for its advertising wisdom, Scientific Advertising, written by Claude C Hopkins in 1923. In relating science to marketing, Jacobs asks, do we form hypotheses when considering our marketing efforts? For example, do we ask ourselves questions, such as… if I do this, will I get that result, etc.? And if not, why not? As Jacobs explains, many attorneys go on a 'feel' or a random trial and error approach reaching out to different marketers to assist them.

The Speakeasy Marketing expert states, as scientists use a scientific approach, attorneys and attorney firms must also utilize the same disciplined approach to their marketing. You cannot go on 'feel' or randomly try this or that without evaluating everything you do with a scientific mindset, through a scientific lens. You would never guess about whether the evidence in a client's case is useful or not, so why would you guess about your marketing? Guesswork is not useful, you must approach your marketing with purpose and evaluate your efforts systematically, methodically—scientifically.

Jacobs explains the importance of field testing in your marketing efforts. For example, if your admin staff is using a script to communicate with incoming calls / potential new clients, test that script. Document how many calls are turning into clients, and get hard numbers. Additionally, look at the math on quality, meaning, how many, percentage-wise, of these new clients, are the kinds of clients you want? Consider using two different kinds of scripts and document which one brings in more clients, and which one brings in better clients? The point is, you must be rigorous in your methodology and you must think scientifically in order to grow your business and increase profits. Looking at real data gives you the 'evidence' you need to grasp which marketing efforts are working for you.

If you want to accelerate your marketing efforts and bring in great clients who will increase your bottom line, contact Richard Jacobs, the Speakeasy Marketing expert.

In this new podcast from Richard Jacobs, the president and founder of Speakeasy Marketing, Inc., Jacobs gives us an early glimpse into a new technology that he believes could be a game changer in marketing—video chat.

Jacobs is a marketing expert who knows how to get results. Jacobs' company, Speakeasy Marketing, Inc., has been the major foundation on which hundreds of attorneys have grown their businesses and increased their profitability.

Jacobs discusses the various ways attorneys can get connected with clients via their websites, such as live text, email, and of course phone. But Jacobs hints that he will soon be talking with a video chat expert and delivering her insight to Speakeasy clients; and as Jacobs states, video chat could be a major tool.

Jacobs outlines how video chat could be integrated into your regular marketing methods, by targeting areas of interest which potential clients can select and then get connected directly to the expert in your firm who handles those matters, or to their administrative liaison. Alternatively, you could designate an office iPhone and an office android phone for video chat and make those numbers readily available to clients via your website. Jacobs also discusses other apps and technologies that could assist with your new marketing efforts.

Jacobs continues his discussion, and gives his thoughts on the merits of video over just audio. Seeing and connecting with a potential new client may help you make a personal connection with them, and get them to 'see' you as the attorney they want to work with. Images are powerful, especially in human communication. We connect through being with each other, and while video isn't as good as in person, it might be better in some situations than just basic audio, or texting. Find a way to integrate video chat into your office and you might discover a new avenue to increasing profits.

In this interesting podcast, Richard Jacobs, the president and founder of Speakeasy Marketing, Inc., continues his discussion on marketing, as he delivers new information that can help you, attorneys, bring in more, and better, clients. Richard Jacobs is a noted authority in marketing. Jacobs' company, Speakeasy Marketing, Inc., has assisted hundreds of attorneys in their quest to procure better clients and achieve higher profit levels for their firms.

Jacobs discusses his training in the field of marketing, having studied the important work of innovative marketers such as Dan Kennedy, the 'tell it like it is' author of seven popular marketing books and counting. Jacobs underscores the importance of following up. As he states, it is imperative to always follow up on any campaign, etc. that you have put in place. Following up is essential. When potential clients call your firm, asking questions, or probing for answers to legal matters, this is a golden opportunity that many attorneys, unfortunately, fail to capitalize on. You cannot have the mindset that they will call again if they have liked your pitch or feel they need you; you must make the effort to pursue them in a professional way by following up, checking in.

With so much competition to get top-ranked on Google, etc., and considering the expenses that it takes to successfully run a law firm, every call is precious. Jacobs breaks down the costs of marketing and encourages all attorneys to think of every call as an expense. He states that it is common to spend many hundreds to several thousands of dollars per month on marketing and thus a call that comes in from those efforts should be valued at a high level always.

Jacobs explains a particular marketing campaign he launched with Speakeasy. He talks about the numbers that came out of his marketing effort, with 39% of his new clients attributed to a first time marketing pitch from Speakeasy. But with their following up efforts, either via phone or direct mail, Jacobs states that they were able to haul in another 19%, a pretty successful effort by all accounts. Then a third time produced 13%, and a fourth produced 9%. Thus, it is clear, and the numbers provide proof, that following up is critical, and that it gets results!

Whether you're a DUI lawyer, bankruptcy attorney, or personal injury attorney, these efforts, following up, will bring in new clients. And new clients will build your firm's profits steadily. Follow up!

In this marketing tips podcast, Richard Jacobs, the founder, and president of Speakeasy Marketing, Inc., continues his detailed discussion regarding customer segmentation.

Richard Jacobs has over ten years of rigorous, specific experience in attorney marketing strategies that get results, and his company, Speakeasy Marketing, Inc., has assisted hundreds of attorney firms to implement creative marketing strategies that consistently bring in new, and better, clients.

Jacobs provides a quick overview of his previous customer segmentation discussions, such as segmentation by age and circumstance (considering the age and income level of potential clients), and segmentation by ethnicity and type of community (opening up your marketing to segments of the community that are not being serviced by other firms). Jacobs states that now that your firm is making the smartest choices of clients (considering age and circumstances and which clients are willing to pay more for quality legal representation) and you're marketing to underserved communities (perhaps the Asian and Latino communities, as well as the LGBTQ community), it's time to consider your first contact with clients.

The first contact with a potential client often comes via the initial phone call. If you're a two or more attorney firm with an admin person and a call comes in, this is a perfect opportunity to have your admin person gather some basic information to get things moving in the right direction. Jacobs underscores the importance of having your admin people trained in dealing with incoming calls and utilizing prepared scripts with questions that home in on the specifics. He cites examples from a script for a potential DUI client, asking them questions about their situation and charges (BAC level, was a field sobriety test done, do you have a commercial license, are you in the military, etc.) and then informing them about the attorneys that would be ideal to work with them on their case. By offering information on the attorneys who are available (discussing experience in years and in the courts, etc.), the client now can segment on their own, meaning they will now be armed with the information to self-select and make their choice of attorney based on the information that has been provided to them.

As the admin has laid out valuable information about the attorneys in the firm, relating to the new client the ways in which the attorneys are different (such as very experienced attorney/higher rates) and (younger attorney with less experience/lower rates), and their expertise in general, the senior attorney can now charge more—easily. This is because the information has all been laid out up front and the new client is self-selecting. It's a great way to introduce the attorneys, discuss fees and areas of expertise/track record, and keep rates at a level that can really boost your profits.

This very brief preliminary intake interview allows your firm to filter clients, and it gives you command of the information so when you get on the phone with them you will already know who you are dealing with as they are already segmented. You will not be wasting your time with tire kickers, you'll be able to focus and get into the meat of the case right away, because your time is valuable and you need to be billing for it, not wasting time selling yourself.

If you're a solo attorney, you can still emulate this process. You can ask the basic questions up front yourself and drill down to the important information that will help you discern who is a good client, and help you to easily convert a call into a client. Jacobs provides multiple examples of the kinds of information you can ask to receive as well as the kinds of information you can deliver, and thereby make your calls productive.

In this interesting and useful marketing tips podcast, Richard Jacobs, the president and founder of Speakeasy Marketing, Inc., continues his discussion on the topic of customer segmentation.

Richard Jacobs is an expert in marketing and his company, Speakeasy Marketing, Inc., has successfully guided hundreds of attorneys toward better clients and higher profits. Jacobs recaps his previous customer segmentation podcast, touching on important points regarding the age, status, assets held, etc. of potential clients, and how marketing can help you pull in the right kinds of clients and filter out the ones you don't want.

Continuing, Jacobs talks about attracting various communities to your business, such as the Latino community, the black community, the LGBTQ community, and others. He brings up the point, can you market to specific ethnic or other types of communities and why would you want to? In regard to the LGBTQ community, Jacobs offers that the community is compromised of individuals who tend to have fewer children and may, as a result, have more money, often with both individuals in partnerships bringing in an income. Jacobs states that the LGBTQ community is perhaps not marketed to for legal services as much as other communities may be, and for this reason, the LGBTQ community is a great opportunity for your firm to bring in many new, excellent clients who have money.

Jacobs discusses techniques to bring in various ethnic groups. He states that you can call them out directly in your marketing, mention that you have staff who speak Spanish and directly target Latinos for example. Whatever the ethnic community, find a way to insert yourself into their community and make it clear that you are a friend to their community, understand them, and want to represent them specifically for all their legal needs. And once you successfully satisfy a few clients in their community, the word usually spreads quickly and you'll see more clients walking through your door. Even if you don't speak the language of a particular community, even if you only speak English, you can still insert yourself into their community by becoming a trusted member of the community, starting by helping a few, and watching your numbers grow once you gain the community's trust. As Jacobs states, there is great money to be made and great clients to be discovered by targeting your marketing in specific ways.

In this informative marketing tips podcast, Richard Jacobs, the founder, and president of Speakeasy Marketing, Inc., discusses the topic of market segmentation.

Richard Jacobs has over a decade of experience in attorney marketing, and his company, Speakeasy Marketing, Inc., has helped hundreds and hundreds of attorneys and attorney firms implement innovative marketing strategies to grow their businesses to new levels of profitable success.

Jacobs provides examples of several different kinds of potential clients who would be seeking a divorce or annulment. As he states, which client would you want—a young couple with no assets who simply wants an annulment or a married couple with a 30-year marriage, many financial assets, including houses and cars, vacation homes, investments, etc.? While the young couple's annulment may be easy to handle, that type of work will not increase your firm's bottom line, whereas the older married couple with many assets will be willing to pay more for a quality divorce that handles their affairs efficiently and in the manner that they choose, that protects their assets and honors their wishes.

The key, Jacobs states, is to target your markets. In order to get the higher-end clients, you need to market directly to them. Change your website's copy to cater to older couples. Change your website's images to reflect a more mature audience, clients who have lived a long life and have the financial means to afford quality legal representation for their important affairs. From alimony to assets, to business ownership, etc. attorneys need to retool their marketing copy and materials to mirror the lives of the kinds of clients they want to attract.

And in regard to DUIs, Jacobs reiterates that you may want to consider reworking your marketing materials to appeal to older clients. Do you want an 18-year old client with a DUI who has an hourly wage job and is just getting by, or do you want a more mature client who has a business, and a reputation in the community that he or she cannot afford to have sullied by the scarlet letter of a DUI conviction? An older client with more at stake will be a better client for you.

No matter the area of your practice, regardless of your legal specialty, every attorney and attorney firm can benefit from taking a hard look at all their website copy, marketing materials, and their general window appeal in terms of who they are attracting as clients. Jacobs underscores the importance of knowing who you want to attract and marketing directly to them. He states that you should not live in fear of alienating some potential clients, because if you try to attract every kind of client, every demographic, then you'll end up with marketing copy and materials that are bland and really not very interesting to anyone. For when you try to appeal to everyone you may just find that you appeal to no one at all.

When you're ready to get started on a new, more profitable marketing path, contact Speakeasy Marketing, Inc. and let us help you. We know how to get results!

In this interesting marketing tips podcast, Richard Jacobs, the founder, and president of Speakeasy Marketing, Inc. discusses the value of texting your clients.

Jacobs has over a decade of solid experience specifically in the area of attorney marketing. His company has its finger on the pulse of what is current in attorney marketing strategies, and also what is on the horizon. As Jacobs states, in regard to texting clients, attorneys might initially think about potential problems with ethical and disclosure issues. And of course, there is also the issue of annoyance… why would I want my clients texting me at two in the morning? These are issues to consider, absolutely, and Jacobs does not advocate setting up a texting strategy via an attorney's personal cell phone, but how can you get the benefit of texting and avoid all the aforementioned problems?

Jacobs acknowledges that while some clients might enjoy texting, others prefer calls, and some may only respond via email. The point is, you have to be flexible and respond to your clients' needs, connecting with them in their preferred mode of communication. Communicating with your clients in the manner they prefer reduces friction, increases client satisfaction, and… increases client retention! Clients enjoy being able to get their questions answered quickly and easily via the method of communication they prefer; it's good customer service. And customer service is an essential part of the value that most successful attorney firms deliver.

Jacobs outlines how attorneys can set up the texting service option for clients, and make their clients aware that they can reach out via text with a question. And even though you'll have to let clients know that some information cannot be shared via text due to the reasons mentioned earlier, the initial text will get the ball rolling for the client. It will facilitate the process, and move their question quickly forward, in front of the eyes of the attorney who can get back to them quickly via a confidential means of communication.

Jacobs recommends setting up a new line, a separate phone number that allows incoming and outgoing texting. After set up, attorneys will need to have clients sign off on a very brief disclosure form, alerting them of the service, and their options, and of course, getting their approval. But this is a small amount of work for the attorney that could potentially be a big boost to their firm. Jacobs states that many attorney firms still use fax machines and other outdated methods of communication; texting could be a great leap forward. Many clients will appreciate the option of texting, and your younger clients may actually expect it, as the younger generation largely prefers texting. We are connected to our smartphones and texting is a way that your firm can communicate better, and keep clients happy.

Contact Richard Jacobs at Speakeasy Marketing, Inc. and let he and his team assist you with marketing strategies that will accelerate your firm's outreach and maximize your potential. Call him at (888) 225-8594 today.

In this insightful, insider-marketing tips podcast, Richard Jacobs, founder, and president of Speakeasy Marketing, Inc. discusses the many potential problems and road blocks that could be pushing your clients away and hurting your firm.

As a ten-year veteran of attorney marketing, Richard Jacobs shares a few tips that can be invaluable for every law firm, big or small. As Jacobs states, problems may be happening that you are not even aware of. Customer service is paramount for every firm that wants to attract clients and keep them. How a customer or client perceives you and your business is vital to the survival of your business. A satisfied client is one who will stay with you and return for every legal issue or problem they have in the future. Jacobs explains that bad customer service, at any level of your business or organization, can sully your reputation and cause clients to drop you as their attorney.

The marketing expert recounts a personal story of renting a car while on a family trip. His initial point of contact, a knowledgeable and courteous salesperson, presented a membership plan that would allow Jacobs to get better perks and save money when transacting with the rental car company. In addition, she was aware and helpful as she noticed that Jacobs was with his family and thus offered to upgrade him to a larger vehicle. The services offered were outstanding, and the customer service was top-notch. Jacobs was pleased, on his way to becoming a dedicated customer. However, the goodwill that was built up by this one excellent employee was ruined a few days later, as Jacobs returned the car to a garage and the rental car company's employees were inefficient, not helpful, and actually rude. In an instant, a satisfied customer turned into a disgruntled customer. There would be no future business… years and years of potential revenue to the rental car company—gone in sixty seconds.

Jacobs underscores the lesson to be learned is that any employee, on any level in your company, can have a significant impact on whether your customer or client is happy and will return for future business. How a customer or client perceives you is critically important, and when they have a bad experience, not only do they leave you, but they may share this experience in social media, which could then sour multiple potential customers on your business.

Jacobs explains that every business needs to actively police themselves from top to bottom. Jacobs talks about the immense value of utilizing mystery shoppers to assess the kind of customer service your employees are providing. An impatient, unhelpful, or rude admin person answering the phone could cost you a client right then and there. A website that is written or designed poorly, or has faulty architecture, can turn potential clients away. There are so many possible problems that could occur with your systems, employees, and procedures, thus Jacobs encourages every firm to take a good, hard look at their company on a regular basis, to ensure that clients get the performance and service they expect and deserve, which will result in business success for you and your firm.

Contact Richard Jacobs at Speakeasy Marketing, Inc. and let he and his team get to work. Maximize your potential. Call him at (888) 225-8594 today.

Why host, or even attend a Mastermind? Wouldn't this require giving away the ideas that have contributed to my professional success? Why get on a plane and travel for an in-person meeting when I could just email whoever I want from a LISTSERV? If you've had these questions, you're definitely not alone, but that doesn't mean you're right.

On today's podcast, long-term entrepreneur Gene Kelly shares his experiences and knowledge from over 20 years' worth of being involved with Masterminds. "The Mastermind concept is multiple people in a room focusing all their energy…on one idea at a time. When a group is focusing all their energy on one idea—one business at a time and their problem—it creates…an extra mind," says Kelly. He explains the benefit of having people who aren't inside your box making suggestions, and the breakthrough, life and business-changing moments this can lead to. According to Kelly, the energy that comes out of this type of environment is unparalleled. He discusses the difference between attending and actually hosting your own Mastermind, why competition isn't a factor to be concerned about, and the hefty paycheck you could receive from giving it a go.

Kelly's upcoming event slated for April 10-12 in Napa Valley will focus entirely on how to create your own regional Mastermind. Tune in for all the details and visit https://www.drivingforcecompany.com/napa-valley-event to learn more.

Michael Mogill, author, president, and CEO of Crisp Video delivers an interesting overview of the many ways that video can connect with clients by telling a unique story that people can get excited about.

Mogill has always been passionate about pushing creative ideas and leading businesses to success. A true entrepreneur, Mogill was accepted into medical school but he yearned to create something uniquely his own, a business that could really impact other entrepreneurs reaching for the next level. Mogill founded a video marketing company by the name of Crisp Video Group, and video work is the heart of their business. Video can create change, deliver incredible value and drive growth. The Crisp Video team is comprised of talented videographers, editors, writers, and marketers who work together to craft precise content that will resonate with an audience and get results.

Mogill talks about his background, and what got him motivated to open his company. Mogill states, the video is engaging, and that is undeniable, but not everyone uses video to their greatest advantage. After a push to launch his company began to garner results, a fortunate, but accidental, situation opened the door for Mogill to begin servicing attorney clients, and the business really took off from there. By producing a truly unique, almost movie-trailer worthy, video for a legal client struggling to find her client base, Mogill helped her find her audience, and in turn, he found his in the legal field. As true storytellers, Crisp Video takes on each of their new attorney clients with excitement; it's a chance to tell the client's story in a unique way that will propel their firm to new heights and reach a broader base of clients.

Mogill discusses the importance of telling a good story, and of communicating trust and value. He details how smaller firms can find their audience by being more strategic, as they will not be able to outspend the big firms. By creating videos for their clients that are truly inspirational and interesting, Crisp Videos' videos often get shared, and shared, and shared, which pushes a client to a wider audience. Mogill outlines some of the elements of a top video, and he states that authenticity is the key. People will resonate with authenticity in a video, a message that connects in a real way and helps the firm to stand out from the competition. Mogill explains how many clients come to them and they really do not know what they should present in a video. Mogill and his team help their clients to pinpoint the most important issues, to assist them with figuring out exactly what makes their firm great in a way that will truly connect with potential clients.

Mogill discusses his book and the many tips that people can glean from it. The book, The Game Changing Attorney: How to Land the Best Cases, Stand Out from Your Competition, and Become the Obvious Choice in Your Market, gives attorneys a clear understanding of how to market successfully. And Mogill is happy to help his clients help their clients, so everyone thrives.