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Marketing to the Trial Bar & Beyond

Marketing to the Trial Bar & Beyond. The ASNP Panel Discussion A. Frank Johns, esq . Jason D. Lazarus, Esq. Kevin Urbatsch, Esq. Differences in Marketing to Trial Attorneys. Marketing to Trial Lawyers is Different Because They are Different A-Type Personalities

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Marketing to the Trial Bar & Beyond

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  1. Marketing to the Trial Bar & Beyond The ASNP Panel Discussion A. Frank Johns, esq. Jason D. Lazarus, Esq. Kevin Urbatsch, Esq.

  2. Differences in Marketing to Trial Attorneys • Marketing to Trial Lawyers is Different Because They are Different • A-Type Personalities • Want to Earn their Fee and Move on to the Next Case • Want to Believe they Already Know ALL the Answers • Want Immediate Results • Do Not Want to Spend Any Time With You • Do Not Want to Fill Out Your Forms • Do Not Want to Understand the Complexity of What You are Doing • Do Not Want to Lose Control of the Plaintiff

  3. Who Does the Marketing • Self • Know Yourself, Know Your Market, May Not Have the Time, May Not Understand Effective Marketing • Staff • Know You, May Not Understand Market, May Not Have the Time, May Not Understand Effective Marketing • Professional Marketer • Doesn’t Know You, May Not Understand Trial Attorneys, Has the Time (If You Have the Money), Should Understand Effective Marketing

  4. Effective Marketing to Trial Lawyers • Joining National/State/Local Trial Lawyer Organizations • Joining Trial Lawyer’s Listserve • Presenting to Trial Lawyer Organizations • Targeted Marketing to Specific Law Firms plus Providing CLE Credits • Advertising in Trial Lawyer Publications Sponsoring Events for Trial Lawyer Organizations (e.g., happy hours or trial lawyers of the year) • Using Technology (e.g., webinars, wikis, blogs)

  5. Become the Trial Lawyer’s Expert • Trial lawyers like experts, if you become their expert they will use you over and over and tell all of their attorney friends. Ways to Become the SNT Expert for Trial Lawyers: • Listserves are Great Ways to Provide Information in a Non-Selling Way • Trial Lawyer Seminars on Medicaid/Medicare Lien Resolution, Structured Settlements, and Special Needs Trusts are Generally Very Well Attended • Write Articles for Magazines

  6. Marketing is Only as Effective as Service • Marketing continues after the Trial Attorney Introduces You to Plaintiff – You and Your Staff Must Be Ready to Provide Marketed Services • Trial Attorney’s expect • Quick Service – Oftentimes expecting it to be done yesterday • Reliable Service – Doesn’t matter if they haven’t given you everything it should be done right, the first time • If you (or your office) screws up, Trial Attorneys are like elephants and political pundits, they never forget and they will continue to talk to anyone who will listen

  7. DIFFERENT PHASES OF ENGAGEMENT One Phase Retainer for SNT; Two Phase Retainer for Litigation and SNPT; Three Phase Retainer for QSF, Structure and SNT; Five Phase Retainer for Litigation, QSF, Structure, SNT and Administration; Hourly Rate Retainer for any of the five phases

  8. Conclusion • Doing business without advertising is like winking at a girl in the dark.  You know what you are doing, but nobody else does.  ~Steuart Henderson Britt

  9. Your Panel

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