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 InjuryMalpracticeAttorney, 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!”FREE

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 biggerThe Golden secret?

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

The Final Step• 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…

The Final Step (cont’d)• 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

The Power of Referral-Based Marketing at 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