“Done for You” Marketing: Explained

For sole practitioners and small law firms only:

Who Else Wants to be the “Go-To” Guy in Your City in Your Practice Area?

And

Who Else Would Like a Little Magic Box that Turns $1 bills into $10?

From:
The Desk of
Tobi Rhayne,

Dear Legal Professional:

If you’ve ever dreamed of being able to do what you love all day long and have streams of your favorite clients coming to you, then this might be the most exciting thing you’ve read in a long, long time.

Unless your competition got here first that is.  Then if might not matter.  Your life might be a miserable hell if someone else beats you to the punch.

Bet let’s assume that hasn’t happened…yet.  Let’s focus on the positive and hope your future still looks bright.

Nothing else like this…anywhere!

My name is Tobi Rhayne and please bear with me while I explain, as clearly as I possibly can (without the geek-speak), what we can do for you.  I think you’ll see that your life will never be the same again.

What makes this a little challenging is that you really don’t have a reference point for what we are offering.  I’ve never seen it anywhere else…anywhere.

First allow me to make something clear.

If I need a lawyer, are you going to teach me every detail I need to know about the law and then how to apply it in my particular case?  That would be silly wouldn’t it?  Why wouldn’t I just let you do what you do best while I concentrate on what I do best?

Sure you could teach me what I need to know, but how good would I be?  Would it best serve my interests?

You can probably learn to fix your own car too.

I may be beating a dead horse here but I hope you get my point.

But I see dozens of books, hundreds of websites, conferences, seminars and whatever…all aimed at teaching attorneys how to market, advertise and sell.

Are there the same amount of books and seminars teaching you how to be an accountant too?  Am I just missing them?

Now add onto that the complexity of the internet and how that affects the situation, if you try to both be an attorney AND a marketing guru, it’s game over.  You lose.

It’s more than a full time job to stay abreast of the search engines and social media let alone understand and implement direct marketing principles…and that’s not even mentioning being able to write persuasive copy, let alone understand and utilize sales psychology.

If you think you can be the best lawyer you can be AND be effective at marketing your firm…on the internet no less…then more power to you.

Knock yourself out.

But you might as well save yourself some time and stop reading now because the rest of what I’m about to say won’t interest you.

Good luck.

Still with me?

Good.

Now if this marketing and internet stuff is kind of a hobby, it interests you, you want to know more… that’s okay, I get it.  I’ve got no problem explaining stuff and I don’t mind as long as we both realize whose job is whose.

Fair enough?

Onward.

I haven’t come up with an analogy, or a model that easily explains what we do.  I have to break it down into segments.

The best analogy I’ve come up with to describe a PART of what we do is that we are, in essence, commercial real estate developers.  We do research to see where the traffic patterns are for a particular economic segment then we build an office right at the busiest intersection.

Then we see where the secondary traffic patterns are and build satellite offices there.

The offices have the finest accoutrements: tinted glass, brushed brass, marble floors, ferns and the best leather-couch-filled-waiting-rooms money can buy.

Sometimes we might even build a building just because it’s the best place to put an advertisement to attract customers for our tenant.

Then we find a tenant to lease from us that best suits the customer demographic.

And we maintain the building, keep an eye on traffic flows and the tenant does whatever they do to make customers happy.

And everybody lives happily ever after.

Back to “reality”.  What we do, in this instance, is see where the major customer traffic is, online, for your practice area in your city.

We build a website there.

In the secondary traffic areas, instead of satellite offices we might build another website or we might stake a claim on another part of the internet like a squidoo lense, hubpage, or blogspot blog.  Sometimes those secondary “properties” are designed to satisfy your customer on the spot, other times they just direct clients to your main office.

And believe me…we are not concerned that the busiest spots are taken.  We take them over, and the whole block around it…almost always.  If there happens to be an immovable fortress…we build all around it and overwhelm the area anyway.

In internet terms, that’s the equivalent of owning multiple positions in the top 10 in Google for a high volume search term.

I touch on a few ways how we do that when I talk about SEO, Press Releases, Video, Web 2.0, Social Media (including twitter and facebook) on the main page of this site.  Those are all things we do to get in front of the traffic that is already on the internet.

Oh yeah, I almost forgot to mention.  Right now some of the biggest, juiciest real estate is the Google Places (used to be Google maps) that come up at the top of Google’s search results.

We know how to move into that neighborhood too.  The only difference is that we need to find a tenant before we move in.  That’s just the way it works.

That’s just part of what we do.  But the Real Estate analogy ends there.

Now we use our direct marketing knowledge and skills to test and refine our marketing message. Sometimes that means getting prospects into your sales funnel and applying multiple “touches” using follow-up systems.

All these processes are tested and refined until optimized.  The internet allows us to fail fast…that’s a good thing. Because we learn. We know exactly what we have to do to process prospects into leads.  And now we have systematized it.

All the nuances of direct marketing come into play.  And I’m not talking about branding.  If someone wants to talk to you about branding, run away. Far away.  Check that.  Shoot them first, then run away.

Branding is what they teach at business school.  You can’t eat your brand.  It doesn’t pay your mortgage, buy you a cottage nor send your kids to school.  It’s what marketers talk about when they don’t want to be accountable.

Branding might be fine for GM or Coke…but not you.  On second thought, it wasn’t so great for them either.

But I digress.  Let’s just say that branding is a happy by-product of good direct marketing.  Make sure you’re making money while you build your brand.

Nuff said.

So that’s what we do.

It evolves through 3 Phases of Development and the pricing corresponds with the phases of development to match your revenue growth.

And the cherry on top is this.  We also bring talents to bear in the field of consumer psychology, NLP, hypnosis and believe it or not…covert persuasion. All incorporated throughout your marketing messages and presentations.

So there you have it.

We become your marketing team.

You outsource the whole process up until the time when you meet potential clients face to face.  And then we can even help with that.

I told you no one else has anything like this to offer.  Nowhere.  And it’s really a testament to the attributes of the leadership team.  Never, as far as I’m aware, has there ever been assembled a team that brings such a diverse, but essential, breadth of skills.

Now does this make sense?

I hope so.

How would you like to partner up with that team?

You get to be a lawyer again instead of a tech geek or a marketer.

Can you imagine how successful, and happy you’ll become if we are working WITH you to build your practice?

Oh yeah.

Almost forgot.

We’re willing to prove ourselves BEFORE you make a big financial contribution.  Even then it’s a never more than a 10th of what you earned.

You get to play with the house’s money.

Sound too good to be true?  Forget that old saying.

Don’t let your competition shut you out of this one.

Because of the nature of the beast, and the way we dominate, we really can’t take on 2 clients in a market.

We are coming into your market.

You either let us work for you or you compete with us.

And I wouldn’t want to compete against our team.

These opportunities really only present themselves a couple times in a lifetime.

Call me.

Tobi Rhayne
519-327-9699
weblegalmarketing@gmail.com