My name is Adam Rossen and I’m the founder of the Rossen Law Firm, which has offices in Sunrise and Ft. Lauderdale, Florida. We are a small firm that focuses on criminal, DUI, and domestic violence law. Before working with GLM, my primary focus was on reviews and generating word of mouth marketing, also known as client referrals. I focused my energy on AVVO, adding in reviews, rewards, and information until I earned a 10.0 score in both criminal and DUI law. I also invested money each month to advertise with AVVO, and asked every client I worked with if they would mind filling out an AVVO review. It worked very well. I was generating a positive ROI on my investment each month, but I wanted to take things to the next level and explore other ways of successfully marketing my firm. That’s when I decided to join GLM. Right before the conference back in October I hired a marketing director, Christina, (who also happens to be a lawyer, score!) and brought her to the conference with me. Hiring her was one of the best decisions I’ve made because there’s no way I could implement all of the GLM initiatives on my own and still show up in court every day and run my practice. Since the conference, we have worked together to: Create lots of free information, including a DUI report, and criminal report, complete with follow up email campaigns. We’re working on a domestic violence report now. Leveraged the great reviews we had to create a client testimonial booklet. Christina even interviewed some of the former clients who did our video testimonials in order to learn more about their stories for the booklet. Produce a monthly newsletter both in print and online, which has received rave reviews from our readers. Zine has been great with design. Create “The Adam Approach” to leverage my different skills and set me apart from other attorneys. Maintain a regular social media presence on Facebook, Twitter and LinkedIn. Create our YouTube channel. Run an ad campaign on Facebook promoting our DUI report. Expand our referral network. Set up speaking engagements at local colleges to educate students about DUI. Redo our website with Foster Marketing. Record video client testimonials and FAQs. Send out regular email blasts. Produce cartoon versions of me, which we currently have two of—superhero Adam and happy Adam. We’ve been seeing great success so far and are excited to keep expanding, which is why we’ll be at the boot camp in April! So far, the greatest success we’ve seen has been with our DUI report and our monthly newsletter. The DUI report is our free 21-page booklet called “7 Rules You Need to Know to Survive a Florida DUI.” In it, we take clients through the process of getting arrested for DUI, what they should or should not say to police, and what to do if they are ultimately arrested and charged with DUI. It’s full of excellent information, but designed in a fun, cartoon format so that it’s more approachable for people. Every time I have a potential new client schedule a consultation with me, I email them a copy of the DUI report before our meeting. I’ve done this 16 times so far, and have seen an 81% close rate. Thirteen out of the sixteen clients I sent the report to came into my office already having read the report, and ready to hire me on the spot. They were all so impressed, not just with the information in the booklet, but with the fact that I was willing to share all of that information with them before even meeting them. We also have the report available on our website and have set up a 5 email follow-up campaign complete with CTAs so that we keep sending more information and maintain contact with anyone who downloads the report. Our newsletter has become very popular as well. Every month people look forward to receiving it. I’ve had former clients tell me they love it so much they now wait in anticipation for it every month, which has motivated my marketing director, Christina, to make every issue even more fun, interesting, and informative than the last. The best advice I can give other members is put together a free report because it will go a long way for your practice. I know a 21- page report can seem like a daunting task, but it’s actually not. The way we did it was by recording one of my DUI lectures and then writing it out. You can do the same thing very easily. Even if you only put together a 5 or 10-page report, it will still impress potential clients. The feedback we got indicated that their main interest is in the fact that you’re willing to give them the information upfront, more so than the content itself. Record yourself talking to a client during an initial consultation. You’ll say all you need to put in the report naturally. Then all you have to do is type it up—or better yet hire a marketing person to type it up for you in a conversational way. Having a marketing director to help you will go a long way. But either way, don’t be afraid to get started!
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.