Lawyer referrals are marketing gold. Your best cases don’t come from TV, radio, or billboards—they come from other lawyers. But you need to build a system for getting lawyer referrals. The program was presented by Larry Bodine, attorney and editor of The National Trial Lawyers website, and by John Fisher of New York, birth injury attorney, entrepreneur and author. - Why you only need 3-5 referral partners to have a pipeline of new referrals every day. - How to get new referral partners. - Your online “co-counsel program.” - Building equity with your referral partners. - Making a monthly print newsletter the #1 marketing tool in your arsenal. - The legal forms (John’s “Rules of Engagement”) to keep referral partners up-to-date about the status of a referred case.

1. The Lost Art of Lawyer to Lawyer
Referral Marketing
Presented by
John Fisher and Larry Bodine
March 2, 2016

2. Today’s presenters
Larry Bodine
• Editor,
National Trial
Lawyers
• Social media marketer
• Attorney
• Blogger –
www.larrybodine.com
John Fisher
• Birth Injury
Malpractice
Attorney, New York
• Marketer of the Year, 2013, Great
Legal Marketing
• Author, The Power of a System
• www.protectingpatientrights.com

3. 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!

4. 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

5. Who is your Ideal Client?
• Top 10 Referral Sources
• Steady referrals of new cases
• This is your Ideal Client!

6. 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

7. 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?

8. 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!

9. List Building
• Capture page
• Irresistible offer
• Marketing assets
• Funnel $ into Facebook Ads
• List building that pays for itself
• GOAL: a tribe of RAVING FANS

10. 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?

11. 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!”

12. Your Secret Weapon
• County Bar Association (within 60 mile radius)
• Newsletter submissions
• CLE Speeches
• Free promotion
• Endorsement

13. 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 bigger
NO TAKING - ONLY GIVING

14. 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

15. • 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…

16. • 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

17. 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

18. 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

19. • 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