No one likes to be sold to! People hire and refer lawyers they - PowerPoint PPT Presentation

You’re about to discover… “ Content Marketing ” Marketing Director Certification Program: Lesson 8 with Ken Hardison The Authority on Legal Marketing

No one likes to be sold to!

People hire and refer lawyers they know, like, and trust!

One of the best ways to get people to know, like and trust you is with educational based marketing.

By focusing on Educational Based Marketing you accomplish several things… • You position yourself as the expert • You create trust • Prospects get to know and like you as they read, watch and listen to your materials • You establish credibility • Create reciprocity • You maintain your dignity • You can gain a competitive advantage because very few of your competitors do this

What kind of Educational Based Marketing mediums should you use?

Here are a few we will cover today… • Books • Seminars • Reports • Webinars • Videos • Infographics • Audios • Newsletters • TV / Radio

Books – Paperback or E-book a. Short: 35 – 50 pages a. Catchy title a. 5 th – 7 th Grade Level: www.HemingwayApp.com b. Informative a. No Legal “ Mumbo – Jumbo ”

But, I don’t have time. • Ghostwriters • License one • Talk a book

Resources… • www.VirtuosoEBooks.com • www.PaperbookExpert.com • www.AdvantageMedia.com • “How to Write and Publish a Book” at www.PILMMA.org How to Distribute Books… • Giveaway at festivals • Set up stands • Infomercials

Reports… Just 3 to 20 pages • Key is to be informative and interesting •

How to write reports people want to read… Index cards • Write down questions clients and prospects • ask you

Other places to find what people want to know about… • Yahoo forums • Other forums

More on writing reports… • Make an outline • Dictate it: www.SpeakWrite.com • Get someone to edit it • www.Fiverr.com

A word about covers… www.99Designs.com • www.Fiverr.com •

Videos YouTube is the second largest search engine in the world!

Key things to remember about videos… • 1-3 Minutes • All about them, not you! • Editing helps

Where to use… • Website • YouTube • DVD’s for prospects • Shock and awe package

Resources… • Go to local college • Craigslist • eLance • Gerry Oginski: New York • Justin Holderness: Denver

Audio • Get someone to interview you • Record it • Turn it into a CD

Uses… • Direct Mail or Shock and Awe Package • Website • Use on “Hold Messages” • Positions you as expert • Send by email to help convert internet leads

Resources… www.JohnMelley.com • www.Evoca.com •

TV and Radio Mediums to promote reports and books.

Secret to increase response… Have viewers or listeners call a recording and leave info for book or report to be mailed to them.

This will boost response rate by up to 50%! www.AutomatedMarketingSolutions.com

Resource… Get TV and radio ads 50% to 70% cheaper than your competitors with www.Wholesaleairtimeauction.com

Advertise seminar on radio that reaches your target market. Ask for Tap Scan Report!

Over 50 demographic… Use newspaper ads!

Targeted Direct Mail using lists from list brokers to target your specific demographic.

Webinars www.StealthSeminar.com Just like a seminar, except online.

Put on your website! • Use in retargeting ads • Landing pages for PPC and Facebook ads

Resources… www.StealthSeminar.com • www.LeadPages.net •

Infographics Graphic visual representations of information, data, or knowledge intended to present information quickly and clearly.

Where to use infographics… • Facebook Ads • Website • Email Drip • Direct mail Campaign sequence • Landing Pages • Shock and Awe package • Newsletters • Instagram

Resources… www.Fiverr.com • www.eLance.net • • Any reputable graphics artist

Newsletters •Offer Free book •Offer Free report •Infographics •Articles •Interviews

We will go more in depth on how to leverage a newsletter to get referrals.

In Summary… •People hire and refer lawyers they know, like, and trust •No one likes to be sold to •Educational Based Marketing builds trust! Positions you as “The Expert”

Questions?