Personal injury is the most competitive practice area in the field of law. PI attorneys spend hundreds of thousands of dollars every month to generate more and better leads. Some of these marketing efforts work, while many do not. View the slides from the inaugural for National Trial Lawyers webinar, hosted by two nationally recognized legal marketing experts - Larry Bodine and Stephen Fairley. You will discover: - How to optimize the #1 place clients look for you - The proven strategy of finding the riches in the niches - How to get the most from TV advertising without spending $100,000 a month - 5 things PI attorneys should not waste money on - Whether to buy from lead-generation companies and how to do it without getting burned - How to turn your contacts and clients into your sales force by building a referral network - Steps to become a well-recognized thought leader to attract bigger cases

1. Larry Bodine
The Law Blog Guru
Stephen Fairley
CEO, The Rainmaker Institute
Generating New Clients
for a Personal Injury Law Firm
Sponsored by
The National Trial Lawyers

2. Publisher
The National Trial Lawyers
Bit.ly/LawBlogGuru
LarryBodineNow@Gmail.com
520.577.9759
About Larry Bodine

3. CEO of The Rainmaker Institute—the nation’s largest
law firm marketing company that specializes in helping small law
firms generate more referrals and convert more leads
• Coached, trained and spoken to more than 10,000 attorneys
• Developed the first automated lead conversion follow-up system for attorneys
• Nationally recognized expert on intake & lead conversion, blogging, and social
media for attorneys
• Academically trained as a Clinical Psychologist
• International best-selling author of 12 books and 10 audio learning programs
• World traveler: Visited over 35 countries and taken 15 cruises
About Stephen Fairley

4. • Optimize the #1 place clients look for you
• Find the riches in the niches
• Get the most from TV advertising
• 5 things PI attorneys should not waste money on
• Buying from lead-generation companies and how to do it without
getting burned
• Build a referral network - turn your contacts and clients into your
sales force
• Attract bigger cases by being a well-recognized thought leader
Today’s Program

5. • Yellow pages
• Radio
• Billboards
• Print (ads and
brochures)
• Any marketing that
can't be measured
5 things PI attorneys should not waste money on

6. • 67,000 personal injury or mass tort topic
TV spots broadcast
• Your competitors in major markets are
spending more than $100,000 per month
– Top 10 law firm TV advertisers spend $800K
per month
• Better approaches
– Promote a single practice area
– Focus on a nich
– Seek to dominate a local market
– Buy remnant space on cable TV
Getting the most from TV advertising

7. • TV ads
• Radio
• Billboards
• Park Benches
• Bus advertisements
Broadcasting vs. Narrowcasting

8. Narrowcasting
is the better
approach
Internet is
#1 way
consumers
search for
lawyers

9. • Don’t make it all about you
• Tell stories about clients
• Describe client service
• Engage your visitors
– Live Chat!
– Newsletter signup page
– Ebook or white paper downloads
– FAQs describing the cost of personal injuries
– Comment on a blog post
Optimizing Your Website to Attract Clients

10. Frequent
Blog
Posts
Bit.ly/LawBlogGuru
» Updated 3-5 times
per week
» The more you
blog, the more
clients you get
–Hubspot
» Best length: 300 –
500 words
5X Per Week is
Optimal for Lead
Gen

11. 4 Visitor
Conversion Basics

12. “It’s the Niches that Lead to the Riches”—Stephen Fairley
• A personal injury lawyer for all torts is viewed as a master of none.
• Market a particular specialty
– Dog bites
– Aviation accidents
– Car accidents
– Defamation lawsuits
– Medical Malpractice
– Products liability
– Premises liability
– Property damage
– Railroad injury
– Slip & Fall
– Traumatic brain injury
– Toxic mold
– Wrongful death
– Civil Rights

13. Online Reviews
 90% of Customers
Say Buying Decisions
Are Influenced By
Online Reviews -
Dimensional Research, 2013
 79% Of
Consumers Trust
Online Reviews As
Much As Personal
Recommendations –
BrightLocal 2013

14. Hand out professionally
printed review cards
 With links to review pages
Email links to review sites
 To happy clients
Respond to all comments
– good and bad
 To help keep your overall
ratings high
List all review sites
 Furnish to all staff and
lawyers
 Make sure everyone
understands the
importance
Onboarding Process
 How did they find the
firm?
 Was it by an online review?
Request Reviews
 After a positive in-person
consultation or favorable
settlement
6 Tactics for Online Reviews

15. • Public speaking
• Webinars
• Activity in client organizations
• Writing for other blogs and websites
• Create legal guides on Avvo and then post a link to them on your
Google+ page to get them ranking high
• Commenting on discussions on LinkedIn, Facebook and Google+
Attract better cases as a
well-recognized
thought-leader

16. • 103,480,348 new legal actions every year -- National Center for State Courts.
• Lead-gen companies create TV advertising spots on a specific tort –
like Actos, Granuflo or Pradaxa
• The TV spots direct consumers to call a toll-free number
• Calls directed to a rotation of law firms
• Modest budget = $25,000 for a two-week campaign
Should you buy from lead-generation companies?

17. • Internet-driven lead generation companies: Total Attorneys, Nolo, Lead Rival,
and LegalZoom
• PI leads: start at $20 go over $100 for more serious injuries
• Med Mal: $20-$60 per lead
• Meso: range from $100 to over $500 per lead
• Can be a very fast way to get more leads in a matter of days or weeks
Should you buy from lead-generation companies?

18. 1. Leads MUST be geographically exclusive
2. You MUST have a dedicated intake specialist
3. You MUST have a sense of urgency when following up
4. You MUST call every lead at least 7-10 times before giving up
5. You MUST track every single lead
5 Keys to Convert More Leads

19. • What a great referral looks like
• Why you value and depend on their referrals
• How to make a referral to your office
– Email introduction or Phone call or In person
– Will you call them or do they need to call you?
– Invite them to a seminar, a lunch, 1 on 1 meeting…
• What’s in it for the referral source
• What to tell referrals about you and your firm
• What information they can give/hand out
– Brochure, special report, video, EBook, CD…
A referral network of your contacts and clients

20. 888.588.5891
Stephen@TheRainmakerInstitute.com
www.TheRainmakerBlog.com
Stephen Fairley
520.577.9759
LarryBodineNow@Gmail.com
http://bit.ly/LawBlogGuru
Contact Us for your Marketing Needs
Larry Bodine

21. Thursday, August 14
Noon Pacific Time
You’ll discover:
• What a secret shopper found calling 125 law firms
• Over 15 best practices for improving your intake
• How to structure your intake team
• Specific steps to double your lead conversion in 90 day or less
Mark your calendar for our next NTL Members-only webinar:
Converting More Leads into Paying Clients