At a partners’ meeting at my former catastrophic injury law firm, one of the senior partners asks about my plan to write a book for lawyers. Unsure how the idea would be received, I tell the partners about my plan for a book with my best tips for marketing and managing a plaintiffs’ injury law firm. The response was not what I expected.
With a dismissive roll of his eyes and a slow shake of his head (as if to say, “you’re out of your mind, Fisher”), one of the senior partners casually brushes off the idea. The question is posed, “Why would I give away all of our best practices that have taken years to develop?” Almost in unison, the partners dismissively brush off my idea.
Not What My Former Partners Expected
Just 2 months after my book is published, I am in the waiting room of a hospital’s intensive care unit meeting with a prospective client about a can’t miss case. But there’s a problem: the client is lawyer shopping and my competition is the highest profile, most well-respected plaintiffs’ lawyer in Upstate New York. The odds are stacked against me.
Almost as an afterthought, I give the prospective client a copy of my book, The Power of a System. A couple days later, the client gives me the news that she wants to hire me and out of curiosity I ask why. The client tells me that she read the book and she was overwhelmed by the testimonials by lawyers and former clients about my ability as a malpractice lawyer. With such powerful testimonials, the client’s choice of lawyers became clear.
Without the book, I would not have had this case. While the client was mulling over the pros and cons of the competing law firms, The Power of a System was doing the selling for me. That, my friend, is the power of a book. As a published author, you become an authority in a way that nothing else can. A book will give you influence among your referral partners, prospective clients, speaking engagements and you might even land a few cases.
Lawyers are Obsessed with Secrecy
For many lawyers, it took 20+ years of hard work and a ton of money to acquire their skills and knowledge, so why would you give this away? Because no one else is. Lawyers are curmudgeons when it comes to sharing their best practices and advice. Simply put, lawyers don’t like to share.
As a business owner, you should share everything you know.
“Rework”, by Jason Fried & David Heinemeier Hansson
And that, my friend, is a big mistake. Giving away your best practice tips and advice in a book is an invaluable tool for spreading your influence. While the big firms derisively brush off your book, the book helps spread your influence and keep you top of mind among your referral partners and prospective clients.
Don’t Be Afraid of Sharing
But don’t stop with a book. Take your practice to the next level with educational programs that help lawyers build their practices. The educational programs have one thing in common: valuable information about marketing and management for your referral partners and prospective referral partners. You might consider:
• “Lunch & Learn” about law firm management and marketing for your current and prospective referral partners,
• Mastermind meetings of 3-5 like-minded lawyers in your town,
• CLE programs about internet marketing for the county bar association, and
• Webinar for lawyers about the benefits of community marketing.
Craig Goldenfarb, Esq., a highly successful plaintiffs’ lawyer in South Florida, holds a workshop, “The 7 Figure Attorney Summit”, that shares his firm’s best tips for growing and managing a personal injury law firm. The 7 Figure Attorney Summit, by the way, is a workshop every lawyer should attend.
Teach and you’ll form a bond you just can’t get from traditional marketing tactics.
“Rework”, by Jason Fried & David Heinemeier Hansson
The Beasley Allen Law Firm in Montgomery, Alabama has a yearly CLE program about personal injury law that it offers for free to all lawyers in Alabama (they even pay for the hotel of attendees). And the biggest beneficiary? Beasley Allen Law Firm builds referral relationships and influence with every program and with 79 lawyers and a powerful presence in mass torts, this must be working.
Something Your Competition isn’t Even Thinking About
Educational marketing is inexpensive, unique and forms bonds with referral partners unlike any other form of marketing. So, what’s stopping you? Start small with a local CLE luncheon for lawyers in your town and let me know how things turn out (jfisher@fishermalpracticelaw.com). I’m willing to bet you’ll come away with new referral partners who will do anything to return the favor.
