Carrie and Jim Carroll
My husband and I purchased the Toolkit as a Christmas present to ourselves (we run a small PI firm in rural PA). While we haven’t yet made it thru all the materials, you have already inspired us to revamp our incredibly boring newsletter, to actively work on increasing our mailing list and to create and implement unique direct mainlining ideas. Admittedly, we are overwhelmed by most of what we want to do after reading your materials; we just keep reminding ourselves that we can do it all, we just have to take baby steps as we get started. We’ve also begun a fantastic relationship with Newsletters Inc. (purchased pamphlets already; they are designing a “free auto review” postcard for us) and I’ve contacted Foster web design for help in establishing a web presence. Your Toolkit was the best present we could have given ourselves — and our firm. Thank you for putting together such a common-sense “you can do this and here’s how it’s done” program. Months later, Carrie and her husband, Jim, drove down to Fairfax for Great Legal Marketing National Summit; this is the letter we got later, pointing out that what we do is not all about marketing, it’s about life. Hello Ben, It was great to meet you at the Conference. Since returning home, we’ve implemented many of the tactics you and others showed us: for example, Jim now works only 4 days per week (Fridays are now “Dad’s Day” with the girls) and we no longer accept unscheduled phone calls (at first our staff thought we were crazy, but now everyone realizes that this actually streamlines everyone’s time — no more playing phone tag, dodging calls, etc.). In general, we valued every moment of the Conference and were mightily impressed with the caliber of the entire event — from the speakers, the accommodations, heck, even the quality of paper you used to print the materials — it was all top notch. And getting to meet a rock star was just the icing on the cake. Thanks again for a superb Conference.
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.