Medical Malpractice Law with John Fisher

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In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews John Fisher, who is a medical malpractice lawyer in New York State. John is an entrepreneur who has an insight into running a solo law firm and in 2013 won the National Marketer of the Year award as presented by Great Legal Marketing. John is the author of several books including The Power of the System and How to Get Your Law Firm’s Website on the First Page of Google. During the show, Sam and John discuss the basic elements of marketing, the importance of outsourcing, writing a book, and how producing a hardcopy newsletter can change your business.

 Main Questions Asked:

  •  Tell us about The Power of the System and how it can be used.
  • What do you say to the attorney who thinks they are too busy to write a book?
  • What is the thought process behind sending out a hardcopy newsletter?
  • How are you putting the newsletter together?
  • What are your top resource recommendations?

 

Key Lessons Learned:

  • Attorneys view work as ‘technicians’ and that if lawyers are good, everything will fall into place but it doesn’t work that way.
  • The wealthiest lawyers aren’t necessarily the best but rather the ones that understand law is a business.

 

Marketing

  • The best cases are via lawyer referrals as they are prescreened for merit.
  • Lawyer-to-lawyer and word-of-mouth marketing is golden yet the most neglected part of marketing in the law.
  • Most attorneys are willing to capture new clients that cost 3-5 times as much than providing value to their current clients.
  • Learn marketing and start implementing one small thing at a time, which could be a newsletter or speaking at an event.
  • Nobody is going to recognize you as an authority or celebrity in your market. You have to go out there and take it.

 

The Basic Elements Of Marketing

  1. Specialize: If you’re not an expert, then you’re a commodity. If you’re a commodity, then people won’t hire you unless you’re the lowest cost.
  2. Marketing: The people that do the best allocated 50{cf5d02f31badde63b68d55c0bed56ab5356094abc2057734bc0088249d8536d3} of their time to marketing.
  3. Outsourcing: Companies such as Call Ruby and Legal Intake Professionals help systematize your business. However, know that you can’t outsource your core competency.

The Power of the System

  • This book is the nuts and bolts of how to run a law firm and includes templates, emails, retainer agreements, and policies.
  • Running a law firm is not just the technical aspects but also managerial and entrepreneurial.

Writing A Book

  • Attorneys should focus on finding a niche and creating themselves as an authority.
  • Having a book that is written for your target market is the ultimate business card.
  • If you are creating content on your website, then you already have content for a book.
  • It costs around $2K for a self-publishing company to produce your book.

Newsletters

  • Only 5-10{cf5d02f31badde63b68d55c0bed56ab5356094abc2057734bc0088249d8536d3} of people received e-mail newsletters, and many end up in the spam filter. However, a hardcopy newsletter has staying power.
  • Most lawyers’ emails are screened by their team, so newsletters don’t always get passed along.
  • Your goal should be to get in every county Bar Association in your local region within 60-90 miles. Solicit their editorial staff and offer to write articles for their monthly newsletter.
  • Generic newsletters will end up in the garbage, so it has to be you that generates the content.
  • John personally sets aside 3-4 hours monthly to write the copy, then sends it to the graphic designer.

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

Ultimate Injury Law

The Power of The System

Call Ruby

Legal Intake Professionals

Delivering Happiness  

Advantage Media

Help Without Hassles

Infusionsoft

Blick Digital  

jfisherlawyer@gmail.com

jfisher@fishermalpracticelaw.com

 

Click To Tweet

What are the basic elements of marketing all attorney should know? Find out w/ @JFisherLawyer @gaylordpoppllc http://www.gaylordpopp.com

How can sending out hardcopy newsletters change your law business? Find out w/ @JFisherLawyer @gaylordpoppllc http://www.gaylordpopp.com  

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