How to Grow Your Law Practice With a Book

Presented by John Fisher and Larry Bodine

March 17, 2016

Welcome!• Ask questions• Slides &

recording• Look for

intentional typo

Larry Bodine

• Senior Legal Marketing Strategist, LawLytics

• www.LawLytics.com

• Editor, National Trial Lawyers

John Fisher

• Birth InjuryMalpracticeAttorney, New York

• Marketer of the Year, 2013, Author, The Power of a System

• http://amzn.to/1Vg5GDn

Why Books Work

• Beating the odds

Who Shouldn’t Be on this Call?• Not a get rich quick scheme

• Who should be on this call?- Lawyers seeking long-term growth

The Indestructible Business Card

• Celebrity status• Expertise• Authority• Speaking events• Referrals from lawyers... • Staying power• Makes you a better lawyer• Your unique value

proposition

“Your book is more than a marketing tool; It’s a long term asset for your business”

- Adam Witty

Get to the Podium• Getting the introduction• Local, state, and national lawyer organizations• Give books away• Get testimonials• Follow up, follow up, follow up

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”)

“A best selling author gets paid a lot more to speak at an event than someone you’ve never heard of.”

- John Jantsch

Myths about Book Writing

• Need a traditional publisher

• Book sells itself

• Quick and easy

Biggest Mistakes by Authors

• Grammatical errors• Pitching or selling your services• Holding back your secrets• Cheesy design• Co-authoring a book• Softcover

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

Repurposing content

“What content have I already written that could form the basis of a book?”

- Blogs- Newsletters- Articles

“If you don’t have time to read, you don’t have time to write”

- Stephen King

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

The Ultimate Success Story

• Matthew Kelly- Books to every church in America- Speaks 150 days a year- His fee: $40k a speech- Superstar status

Pluses and Minuses of a Self Publisher

PLUS• Total control• No royalties• Quick

MINUS• Expense• Get what you pay for• Cheesy design

Pluses and Minuses of a Traditional Publisher

PLUS• Marketing muscle• No expense• Prestige• Professional design

MINUS

• High rejection rate• Huge royalties• Loss of control

“Using a book to market and grow your business is a marathon, not a sprint” - Adam Witty

BUILD YOUR EMPIRE

•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