June 28, 2012
How to Market Your Law PracticeLike Lady GagaPresented by Larry BodineEditor in Chief, Lawyers.com
June 8, 2012
Larry BodineEditor-in-Chief, Lawyers.comChicago, [email protected] Phone: 630.942.0977
How to Market Your Law Practice Like Lady Gaga2
June 8, 2012Missouri Bar Solo Small Law conference3
http://Blogs.Lawyers.com 3 Million Unique Visitors per Month
June 8, 2012How to Market Your Law Practice Like Lady Gaga4
WTF?!
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• Will you have to wear see-through bubbles?
• Will you need to wear 11-inch heels?
• Will you need to shoot sparks from your chest?
How does pop music = Law Practice
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• Filed IPO to raise $120 million• 500,000 orders placed on their
website in 2011.“Attorneys are frequently unable to predict the time required to address a client's legal matter… This can be particularly true of generalist attorneys that offer many disparate legal services to members of their local communities.”
LegalZoom’s War on GPs and Solos
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• If LegalZoom hasn’t found a form to replace you yet, they are working on it. • GPs and solos must fight back – with marketing.• You must focus on practices that require judgment, experience and counseling – and market them to clients.
• Use Lady Gaga’s proven techniques to distinguish yourself, get noticed in the marketplace and build a fan base of clients who return to again and again.
LegalZoom’s War on GPs and Solos
June 8, 2012
How does Lady Gaga measure success?• 23 million albums , 81 million singles
worldwide• Forbes' Most Powerful Woman in the
World 2011• Time magazine -- one of the most
influential people in the world• 5 Grammy awards• 13 MTV Video Music Awards
How to Market Your Law Practice Like Lady Gaga
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• Grossed $90 million in 2011 - Forbes
• Integrated entertainment, promotion and performance company
• Haus of Gaga fashion design• GLAM lipstick and lip gloss• Profiled in The Economist, Wall Street
Journal, Smart Money• CEO is age 26
Lady Gaga is A Business
How to Market Your Law Practice Like Lady Gaga
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• Vision to combine glam rock with simple melodies
• Image is orchestrated even though it’s personal
• Appeal to core of admirers – anyone who doesn’t fit in
What is your unique selling proposition?
Has a targeted Marketing Strategy
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• Target: railroad workers: engineers, conductors, switchmen
• Lawyers Weekly, "Small Firm Rides String of Victories in Railroad Cases.”
Clear USP: Railroad Injury Cases
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Lady Gaga is all about What’s New
A Japanese shoe designer has become a pop diva's favorite by taking geisha and making it Gaga.
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Lady Gaga is all about What’s New
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• Began playing the piano at the age of 4
• Wrote first song ballad at 13• Started to perform at open mike
nights at 14• Dropped out of NYU at 19 to
start own band in New York City• Invited to play at the
Lollapalooza music festival at 21• First hit album The Fame at 22
Has talent and Built on It
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Clients want specialists, not generalists• Where do you get the best results? Divorce? Employment? Litigation?
• Of all the things you do, what are you especially good at? Oral argument? Drafting? Negotiating?
• What comes naturally to you? Networking? Seminars? Articles? Social media?
Market one thing in particular
Find your talent and Build on It
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Improved on Proven Success
How to Market Your Law Practice Like Lady Gaga
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Dress Distinctively
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Short and Memorable Name
How to Market Your Law Practice Like Lady Gaga
Original name: Stefani Germanotta Renamed after the Queen song "Radio Ga Ga”• Lathrop & Gage – • Blackwell Sanders Matheny Weary & Lombard – • Thompson Coburn – • Armstrong, Teasdale, Schlafly & Davis –• Husch & Eppenberger • Bryan Cave
LaGaBlack SandThomCo
ArmTeaHuschBerger
B-Cave
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Short and Memorable Name
How to Market Your Law Practice Like Lady Gaga
• Monsees, Miller, Mayer, Presley, Amick
• Bartimus, Frickleton, Robertson & Gorny
• Simmons Browder Gianaris Angelides & Barnerd
Mo Mi MaBartickleton
SB GABSimBrowThe Simmons Firm
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Lady Gaga Talks to the News Media
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Pick a Constituency and Stick up for it
How to Market Your Law Practice Like Lady Gaga
The Manifesto of Little Monsters
• “So, the real truth about Lady Gaga fans lies in this sentiment: They are the kings. They are the queens. They write the history of the kingdom, while I am something of a devoted Jester.”
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Who is your constituency?
Parents contemplating a divorce?Patients who got cancer from defective drugs?Drivers injured at a dangerous intersections?
Stand up for a Constituency
June 8, 2012How Consumers Find Lawyers24
Latinos - 26% of Population.Compared to the general population:• Text more• Watch online video more• Own Internet-connected cell phones• Use social media more
Reach Latinos with soccer and humor
Pursue a Target Market
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Hola!
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Gaga is Marketing Online
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Gaga: TV, magazines, in-person concerts, YouTube, CDs, downloadable files, radio
Lawyers: Webinar webcast, speaking engagement, podcast, in-person networking, YouTube videos, virtual law practice, Facebook, Twitter, LinkedIn
Available in multiple formats
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* Based on survey respondents of internet users (internet users comprise 78% of the US adult population**) conducted by The Research Intelligence Group, March 2012. ** According to The Pew Research Center's Internet & American Life Project's Spring Tracking Survey conducted April 26-May 22,2011
3 out of 4 consumers seeking an attorney over the past year used online resources at some point in the process.*
Where Consumers look for legal services 1. Search engines 2. Online directories3. Law firm websites
Social Media Strategies for Small Law Firms
Search Engines Used
STEPS IN THE PROCESS
Sought Attorney Past YearGather information
about my legal issue/case Find a Lawyer Validate a Lawyer Select Lawyer
SPECIFIC SEARCH ENGINES USED
Significantly higher than all others within column
How Consumers Find Lawyers
Social Media Used At Each Point In Process
STEPS IN THE PROCESS
Sought Attorney Past YearGather information
about my legal issue/case Find a Lawyer Validate a Lawyer Select Lawyer
SPECIFIC SOCIAL MEDIA SITES USED
Significantly higher than all others within column
How Consumers Find Lawyers
June 8, 2012
Online Directories
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• Online directories were about equally used for gathering information and finding a lawyer.
• Lawyers.com is the #1 most-used online directory at each phase of the attorney selection process.
One out of 10 consumer clientshired an attorney or firm they found on Lawyers.com
How Consumers Find Lawyers
June 8, 2012
3 Million Unique Visitors per Month
1 Million Lawyer Profiles
32 How Consumers Find Lawyers
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Gets good Reviews
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Actively courts Bloggers
How to Market Your Law Practice Like Lady Gaga
Subscribe athttp://bit.ly/MissouriBar
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Active on Twitter
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Active on Twitter
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Use Social Media to stand out in a crowd.
How to Market Your Law Practice Like Lady Gaga
Lady Gaga:• Facebook page has over 46
million ‘likes’ • #1 on Twitter with more
than 24 million followers
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LexisNexis Social Media Visibility
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Actively promotes on YouTube
June 8, 2012
Larry BodineEditor-in-Chief,
[email protected] Phone: 630.942.0977
Visit www.Slideshare.com
How to Market Your Law Practice Like Lady Gaga40
To get a copy of the slides
Happy Hunting!
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