how to grow your law practice with a book
TRANSCRIPT
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How to Grow Your Law Practice With a Book
Presented by John Fisher and Larry Bodine
March 17, 2016
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Welcome!• Ask questions• Slides &
recording• Look for
intentional typo
Larry Bodine
• Senior Legal Marketing Strategist, LawLytics
• www.LawLytics.com
• Editor, National Trial Lawyers
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John Fisher
• Birth InjuryMalpracticeAttorney, New York
• Marketer of the Year, 2013, Author, The Power of a System
• http://amzn.to/1Vg5GDn
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Why Books Work
• Beating the odds
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Who Shouldn’t Be on this Call?• Not a get rich quick scheme
• Who should be on this call?- Lawyers seeking long-term growth
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The Indestructible Business Card
• Celebrity status• Expertise• Authority• Speaking events• Referrals from lawyers... • Staying power• Makes you a better lawyer• Your unique value
proposition
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“Your book is more than a marketing tool; It’s a long term asset for your business”
- Adam Witty
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Get to the Podium• Getting the introduction• Local, state, and national lawyer organizations• Give books away• Get testimonials• Follow up, follow up, follow up
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Secret Tips for Getting Booked• Pick the Date
• Offer CLE to County Bar• Have Vendors Pay the Costs• Introduction re: Book• Testimonials from Sponsor• Dedicated Web Page with
Testimonials (“What They’re Saying”)
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“A best selling author gets paid a lot more to speak at an event than someone you’ve never heard of.”
- John Jantsch
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Myths about Book Writing
• Need a traditional publisher
• Book sells itself
• Quick and easy
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Biggest Mistakes by Authors
• Grammatical errors• Pitching or selling your services• Holding back your secrets• Cheesy design• Co-authoring a book• Softcover
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Writing Tips• “Write drunk, edit sober” Ernest
Hemmingway• Write like you talk• Write two paragraphs a day• Focus on the title• Be opinionated• Keep an idea file• Become a better reader• Repurposing content
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Repurposing content
“What content have I already written that could form the basis of a book?”
- Blogs- Newsletters- Articles
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“If you don’t have time to read, you don’t have time to write”
- Stephen King
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Advanced Marketing Tips for Authors
• Best practices of referral partners• Free book offers• Book launch party• Vendor promotion• Holiday gift• Qualifying leads• Dedicated website for book• Audio book• Webinar about each chapter
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The Ultimate Success Story
• Matthew Kelly- Books to every church in America- Speaks 150 days a year- His fee: $40k a speech- Superstar status
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Pluses and Minuses of a Self Publisher
PLUS• Total control• No royalties• Quick
MINUS• Expense• Get what you pay for• Cheesy design
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Pluses and Minuses of a Traditional Publisher
PLUS• Marketing muscle• No expense• Prestige• Professional design
MINUS
• High rejection rate• Huge royalties• Loss of control
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“Using a book to market and grow your business is a marathon, not a sprint” - Adam Witty
BUILD YOUR EMPIRE
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•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
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