Life Beyond the Briefs
At Life Beyond the Briefs we help lawyers like you become less busy, make more money, and spend more time doing what they want instead of what they have to. Brian brings you guests from all walks of life are living a life of their own design and are ready to share actionable tips for how you can begin to live your own dream life.
Life Beyond the Briefs
Prospect Pipelines: Creating Marketing that Speaks to Every Stage of Client Awareness
We explore the concept of the "prospect pipeline" and how lawyers can create marketing that addresses potential clients at every level of awareness and interest – from those who don't even realize they have a legal problem to those ready to sign a retainer agreement.
• The five levels of market awareness from Gene Schwartz's "Breakthrough Advertising" and how they apply to legal marketing
• How to create content that addresses clients at each stage of awareness
• Tips for creating effective social media videos without perfectionism getting in the way
• Ways to differentiate your law firm beyond claiming to be "the best"
• Why systematic lead follow-up is crucial and how it can double your case signings
• Tools for streamlining your content creation: Descript, Opus Pro, and Vista Social
• The importance of tracking your leads and implementing follow-up systems
If you're struggling with implementing these strategies or want personalized guidance, check out theglmtribe.com or reach out directly via LinkedIn to explore a 60-day trial of our membership program.
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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.
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Hello, my friends, and welcome back to another Friday's solo episode of Life Beyond the Briefs, the number one podcast for lawyers choosing to live lives of their own, design and build the kinds of law firms that they enjoy showing up to on Monday mornings. On a Friday, I do these solo episodes, where I sometimes rant about things that are going on in my life, sometimes tell you about experiments that have worked or have failed in my own law firm, and sometimes reproduce content that we're using within Great Legal Marketing, and this is one of those episodes. So if you are a member and you haven't listened to the March module, which is about the prospect pipeline, and you weren't on yesterday's call, number one, shame on you. Number two, you can find the recording of the call the community call in the membership site. And number three, if you haven't watched the module to begin with, this is going to be the audio from that module. So every month, great Legal Marketing rolls out a new module addressing some issue that will help lawyers grow the law firm that they enjoy showing up to on Monday, and March's module was called the Prospect Pipeline and it addresses the thing that I think many law firms get wrong in their marketing, which is that people, your customers, your clients, your future clients are going to come to you at all different levels of awareness of problems and of interest in hiring your firm from lack of awareness, total lack of awareness, that they even have a problem that a lawyer will solve. Right, that's kind of the mass tort Camp Lejeune, talcum, baby Powder, like those advertising styles of firms and that's not most of our members all the way up to. I know I have a problem, I know I need to hire a lawyer and I want you to hire my lawyer and I want you to be my lawyer and kind of every level of interest in between.
Speaker 1:And most of our marketing because it's now in 2025, a lot of it is outsourced to somebody else. Most of it is speaking to people that are aware that they have a problem and are looking for a lawyer or are looking for confirmation that you are the right lawyer for their case. And in this module, we talk about how to craft marketing either in your social media or on your website or in your email drip campaigns that speaks to people at any level of awareness and any level of interest, and this really is the foundations that Great Legal Marketing was built on. Back in the day it was a company that taught lawyers how to write better yellow page ads maybe 20 years ago and now it's a more holistic coaching how to run a better business, how to live a better life kind of firm. But we still do teach marketing, and that's what this module is about.
Speaker 1:And if you're not a member, I just want to tell you a little bit about our membership. Every month there's a new module that comes out. There's some worksheets and some homework that comes with it to help you implement the concepts that we talk about in your law firm, and then we have a community call, and before that community call we solicit questions and comments from lawyers, and one of the comments that I found really interesting this month is from a lawyer in South Carolina who asked listen, if I'm somebody who has none of these things in place, where do I start? And so if you stick around to the end of this episode, I'm going to tell you exactly how I would answer Dan's question and exactly where he should start in his law firm. But first let me play the module for you.
Speaker 2:Gene Schwartz wrote a great book many years ago called Breakthrough Advertising, and in that book he talked about the five levels of market awareness, and I write about that in this month's article which you'll see in the journal, and there's five levels. Most of our members are not going to be creating content for five different levels of market awareness, but most lawyers, when they come to Great Legal Marketing, they miss this golden opportunity and that is that people come to us at different stages of their journey in terms of either solving their problem or maximizing an opportunity that they have. And while most lawyer marketing is like in a crash, give me a call like it's one stage of the journey, one call to action. Those of us who've developed sort of sophisticated campaigns over the years have marketing that addresses the prospect, no matter where they are in what we call the moving parade of interest, and since you're typically not engaged in a one-on-one conversation, it's really through marketing. You have to develop all of this content, this material that answers them where they are.
Speaker 2:And you see a lot of advertising today, brian, that we don't recommend, we don't use a lot, but it's addressing the person that doesn't even know they have a problem. So you see ads that pop up on Facebook. Hey, if you were stationed at Camp Lejeune between this date and this date, you may have a claim. Hey, if your baby has cerebral palsy like, you may have a claim. Most of those lawyers probably haven't given a lot of thought to all the different other levels and they're just trying to attract your attention and start a leap. That's not where we spend a lot of our time.
Speaker 1:Yeah, okay. So I think let's start, maybe, by talking about what the five levels are. There's the totally unaware you have a problem, or you may have a problem. You don't even know what the problem is. Were you at Camp Lejeune? Okay, your illness that you have may actually have been caused by this problem. Number two you're aware of the problem, but you don't know that solutions are out there and you don't know what to do. Next, number three you're aware that there's a solution out there. You know that legal help exists, but you don't know how any of it works. Number four you're aware of what the solution is, but you don't know which provider to select as your solution. And then, number five you're aware that you need a lawyer. You have a pretty good idea of who you should be selecting and you need the push across the finish line.
Speaker 1:And in the injury space, most of great legal marketing members are not marketing to the unaware client.
Speaker 1:That really is a mass tort space, right, pointing out that something bad happened to you and you may have a legal remedy for it.
Speaker 1:However, our estate planning members are in that space, right. Or you are marketing to people who are unaware that this bad thing might happen to them in the future, and so, if that's you be thinking about, what are the problems that your clients have that they don't even know that they have, and you can start writing some copy or shooting some videos that are addressed at that. But the most of this video and most of the call is going to be targeted at what most of our members are talking about, which is how do we market to people who are anywhere along that line of. I know that I have a problem, but I don't have the first clue how to solve it, and I need that final push over the finish line before I hire the lawyer, because it really is hard at that first level just to get someone to have in their mind to start creating a problem in their mind that they don't even know that they have.
Speaker 2:Hats off to the estate planning attorneys. Many of them do this by offering seminars and webinars with cool teaser headlines about taxes or what's going to happen, how do you maximize your social security benefits, and things like that. So that's a double sale they make. But now let's talk about these people that have a problem. So they've been at Clarkson In my case maybe they've had a long-term disability claim denied. So they know something is wrong. They're not getting what they wanted right. But as amazing as it may sound to most of us who live in this world of legal, but as amazing as it may sound to most of us who live in this world of legal, it's oftentimes the first time that a consumer has ever had to deal with anything in the legal system, has ever had to deal with a lawyer, and they know something is wrong, but they just don't know what to do or how to start.
Speaker 1:In fact, many of these people aren't even looking for lawyers. They're looking for answers to the problem that they have, and so this is writing content like how do I pay my bill after a car crash? Does health insurance pay? How do I get my car fixed after a car crash? It's not.
Speaker 1:How do I select the best lawyer? Because they're not looking for a lawyer. They're looking for the solution to the problem, and your job as the content writer or as the video producer is to be answering the question and providing them valuable information. And, by the way, you're also a lawyer, and so if I've solved your first problem and I can help you identify or solve or partially solve the next three problems that you haven't even thought about yet, that leads you closer and closer to picking up the phone and calling me or filling out a form on my website so that my team can follow up with you and, by the way, this is where you have a tremendous advantage over non-lawyer marketers or marketing consultants, because you are the one that have been in on client consultations, oftentimes for many years.
Speaker 2:Today we record all of our intake calls and so the intake and sales team they're listing these problems and so we have recordings, we have transcripts. In fact, we have AI that can go back over the transcript to identify, like, what are those questions that consumers are asking? And what I would ask you is don't make the mistake of just assuming that you know what's running through people's minds today, because it actually is really amazing when you go back and listen to these calls, to listen to the problems or the things that are running through someone's mind, that you would think like, oh, this isn't a big deal, or how does people not know about that? For example, just even paying a lawyer in a personal injury case, it's amazing that people still have never heard of the contingent fee system, even though lawyers have met billions and billions of dollars on telling people that there's no fee if there's no recovery. And then the next sort of level is they figured out oh so this is a problem that legal can help me solve, but they don't know how it works, and so not knowing how the legal system works or how a process may work for a particular specialty.
Speaker 2:So let's say, a loved one's been arrested, they're in the jail and you're just trying to figure out how to get them out of the jail, and so this lack of awareness of how the system works oftentimes, ironically, will lead to a fear of calling and even talking to a lawyer, because they feel like maybe they're dumb. How could I not know how to get my loved one out of the jail when they've been arrested for DUI or something? So they know that help exists, they don't understand how it works, and so our job is to really lower that barrier, lower that resistance that someone has to just starting a conversation with us.
Speaker 1:And these are your process videos. These are all of your videos, or your content that's explaining the process of the car crash claim, from start to finish. What are all the things that you would need to do if you were going to send a demand package to an insurance company? What would you need to do if you were going to file a lawsuit? What is a deposition? What is discovery? Answering all of these questions and building familiarity with the legal system, all while building your authority as the person who has all of the answers, is critical to moving these people, who are in the stage where they know that there's a legal problem. They know that there's a legal problem, they know that there's a solution out there somewhere, but they don't know what the solution is. Again, lowering the barrier to getting them to pick up the phone and call you for fear that they're going to be like me, taking my car to a mechanic and not understanding the language that they speak.
Speaker 2:So let's pause for a moment talking about these different levels, brian, because one of the things that you've become very good at over the last year and a half is using social media. So in my day, this is all like built for website and then we started to build for YouTube. We built videos, but today there are so many different social media channels and I think there's lawyers who do this information process very well, and there's lawyers who are still sitting at their desks in front of a bunch of law books talking about code section 8.0, whatever under the Virginia Code, which is very boring. So what have you learned, picked up, been coached on in terms of using these other social media channels to impart this information to someone who has just entered our world?
Speaker 1:I have somebody else doing it for me now. Our friends Preston Schmidly and McBilly Sy at Authority Brand have been producing my short form content now GLM centric right how to run a law firm, how to manage your law practice for the last six or nine months, maybe a year, and that's going to pivot and you'll see it pivoting shortly and it's going to be more auto accident centric as we try to attract more of those clients into law firm. So with that caveat, I would say that the biggest barrier to lawyers for creating YouTube videos or short form videos is that we want it to be perfect, and so you shoot it 12 times and it takes you an hour and a half to create a 90-second thing, right. And then you spend time fiddling around with the captions and making it look good Like.
Speaker 1:The thing that I have gotten better at, I guess, over the course is shooting it one time, accepting 85% good enough as good enough, hitting post and moving on with my life. And the better that you can get at hitting post and seeing what gets traction and what doesn't get traction, the better videos you're going to produce. If you spent the next year and you just produced a video a day, you certainly would be better a year from now at shooting video than if you sat down and produced 30 perfect videos. So that's part of it. And then the other part is if I have an interesting conversation with a client or an adjuster, like just turning the camera on myself, answering that question and putting it out into the world.
Speaker 2:Yeah. So anytime you start something new particularly this creation of video for Instagram and TikTok and YouTube shorts and stuff like that it's going to probably be horrible at the beginning and, honestly, like if you can go back on YouTube, you can look at my stuff from 15 and even 20 years ago. We've tried to delete most of it and try to hide it, but some of it is still there and it's pretty horrible. The other thing I would say to finding a team that can help you so that all you have to do is what Brian and I do, which is come down in this studio or one of our other studios and just shoot and when we make something we do a flub one of our other studios and just shoot, and when we make something we do a flub, we just pause and give some space for our editor.
Speaker 2:So we have a young man in the Philippines who does a lot of our video editing for Ben Glass Law and who's learning about graphics and presentation and thumbnail sketches and stuff like that, and we pay him to go on courses for this. So your talent as a lawyer is getting in front of the camera and trying to be interesting and impart some valuable information. Yes, we all like to learn how to edit and screw around with that. It's fun to do for a while, but it's not a high value use of your time. And there's this really good guy, preston McBilly have been great coaches for us. And then having an outsourced team that can do the editing and go learn how to post it on different social media, that's just. It's been really valuable. So all we have to do is come up with the idea. And, brian, I do the same thing, sorry.
Speaker 1:Just because I know 10 or 20% of the people that are watching this are going to want to do that themselves, I'll give you three tools that will let you do it yourself.
Speaker 1:Descript, which you and I use to edit podcasts, has a feature where you can shoot the video straight into your webcam. You actually can read a script that's on your computer if you want to do that, and then it's got a fix my eyes button and it'll pop your eyes up as though you were looking at the webcam the whole time. Opus Pro is a short form AI tool where you can give it a long video. So we take our videos from the summit, upload them to Opus Pro. It cuts them into 60 or 90 second clips, does the captions automatically, it's got some B-roll feature automatically. And then Vista Social is what I use as a social media scheduling tool so that when you shoot the 12 videos in one day because you're feeling good, you don't post them all in one day. You upload them all to Vista Social and you can schedule them throughout the week. So for the 10 or 20% of people that are watching this that are going to insist on doing it themselves, Everybody's going to try to do themselves the first time.
Speaker 2:Descript, Opus Pro Vista, Social. And then what you want to do is you want to get into the habit of just listening to your life and when you have these interesting conversations with clients or with claims adjusters I know that you've even repurposed on like recordings of claims adjusting. You redacted it probably, but it makes for an interesting video or an interesting audio. But just listening for the story, because I think, as lawyers, who are relatively sophisticated marketers, as this group is, we want to go far beyond. Here's a statute, here's a rule, here's what contributory negligence means and be able to tell stories and then watching. The other thing to do, Brian, is to watch some of these YouTube or TikTok viral artists, these people who are really good and have lots of listeners and lots of followers and their stuff gets viewed millions of times and try to discern like the patterns, like how are they getting you to watch all the way to the end of a three minute video? There are certain psychological techniques, certain open loop, closed loop techniques that they're using to get you to listen to. For example, you can say hey, today I'm going to talk about this. Stay all the way down because I'm going to tell you about this and that's how, and you just go do it, and it's one of the easiest things. The other thing about this video creation is, of course, once you do the video which is like the easiest part somebody else can come behind and cut it and make the blog post, make the article for your newsletter, make the article for your electronic newsletter, if you're using electronic newsletter, All right.
Speaker 2:So now let's go back to the levels. The next level four is the product aware prospect. They know about law firms, they know this is a problem for legal. And then, wow, they went on the internet and, holy cow, like there's a hundred of us that look just like us or just like you. And now, how do we get them to pick us? And today we just got off on a strategy call with our web marketing team. What are the differentiators? So let's talk just for a minute about how we think, how you and I think, about the boldness with which we will announce or proclaim how we are actually different from other law firms.
Speaker 1:It's got to be different than best right, because how would you know If you've been around? For a while? I've been doing this chiropractor mailer campaign and I've gone to lunch probably with 25 chiropractors in the last year or so. Every single one of these guys wants to tell you how they're the best and their method is chiropractic strength straight from God, and they're all doing different types of chiropractic Right and I think that's the same experience that the consumer has in legal Right. Every lawyer says I'm the best, I have the biggest settlements, my team is the fastest, the most number of years combined experience and there's just no there's just no way to tell of years combined experience and there's just no way to tell.
Speaker 1:So the two things that we've done on the injury side, we've stopped trading on best legal services and started trading on best customer service, and we stress that in initial phone calls. We ask people to highlight that in Google reviews and then we use that as part of our sales pitch. Listen, I'm not going to tell you that I'm the best lawyer, because you really would have no idea, but what I can tell you is, if you compare the service that you get at my law firm against service that you get from any other professional services that you might be engaged with, you're going to find it to be better than everybody else.
Speaker 2:And we coach our team on this and we have technology which supports it. So it's actually very real and we don't just say it and let it hang out there. It's very real. It's a very important part of the leading and management that Brian and I do at the law firm.
Speaker 1:But the point is it's a measuring stick that they actually can use, because they're not hiring five different lawyers for their case, but they are maybe dealing with three to five different professional services over the course of the last year or two years. On the long-term disability side, our differentiator is, objectively we do more of this than anybody else. You can show them the PACER report and we file something like 80% of all of the cases in Virginia in the space and so we can objectively say we just do more than everybody else in our state.
Speaker 2:You can also look at things that maybe other people could say but they're not saying. Look at things that maybe other people could say but they're not saying so. In the long-term disability space, when someone gets back on claim, we manage their claim till their term ends, which is typically age 65 to 67. And so we've done the math on that and we've got $45 million of future long-term disability claims under management. I stole that idea from the wealth services industry. How could we say that? I had my team do the math on a spreadsheet. Holy cow, that's a really big number. There's probably firms out there that have a bigger number than that. As far as I can tell, we're the only firm in the country that uses that as one of their sort of primary marketing messages. It's not only do we follow the most verifiable on Pacer, just go and look, go, do your research but we've got $45 million of future claims clients who have trusted their future claims to us and so finding a way. Now it is more challenging to do that, I think, in the PI space, simply because there's more PI advertising out there. But I'll bet you in a lot of these other practice areas in the estate planning, you'll probably do this in the estate plan. You've asked that size. You could figure out a way to talk about how many total assets your clients have entrusted your estate plan building skills to, and I'll tell you that there's probably no law firm that is marketing on that number. Again, you always want to be truthful, objectively verifiable if need be, like if somebody comes and starts to ask, but most people aren't going to ask, even the state bar when they see stuff like that, go check it out on Pacer. They're not going to go do that. They don't have the resources to go do that work Anyway. So figuring out that differentiator one of the first things I ever learned from Dan Kennedy was, if you don't know what to say, look around what everybody else is saying and don't say that stuff. And so it's pretty easy to figure out what not to say in the PI space or what everybody else is already saying. And then now trying to figure out okay, what's the thing that may be true, maybe everybody's doing it, we use real paint, right, but nobody's actually seeing it.
Speaker 2:And then the last part about this is really having a team that believes in the mission, right? So one of the things we talked about recently at our group meeting in the law firm was our core values and we talked about being confident, right, and we actually struck the word humbly. We said we were humbly confident. We struck the word humble because we brag, we don't want to see you walking into the wrong law firm. We feel that we owe a duty to you to not let you wander into the wrong law firm.
Speaker 2:And when you build a law firm, that's truly the culture and you hire people that truly believe that mission and they truly fulfill on that mission, then they get comfortable saying, yes, you've called the right place, these lawyers here are going to help you. They're really good at what they do. Let's just talk about the follow-up. You've had a conversation, they've heard the pitches, but the prospective client hasn't signed the electronic fee agreement, hasn't committed to you yet. We found over and over that, when we weren't very good at follow-up but then got around to it, that there's a lot of cases where most lawyers think, oh, they must have signed with somebody else and they didn't. Even just simple, more or less run-of-the-mill car accident cases. People were still taking a long time to make a decision. And when we developed systems and messaging to follow up with folks who had not signed with us. The first time we increased our close rate on these claims.
Speaker 1:Yeah, so that happened probably 18 months ago. 18, 24 months ago we switched to lead docket. It's funny. I used to have in my old firm a cork board and three by five note cards and that was my prospect tracking system. I'd write the name on, I called them, sent them an email, I called them and then moving down the line until they signed, and now that's done electronically on lead docket. If you're not on lead docket, send me a message. I have an and I'll get you a discount on your subscription.
Speaker 1:But that's allowed us to do, to have the system that's already built out in our voices by text message and by email. That operates on a five-day basis in the PI vertical. So it's phone call, email, text every day for five days after we've sent a retainer agreement and then, depending on kind of the size of the case, the funnel gets a little bit longer after that or it doesn't. And then we just come back, like once a month we come back and we call everybody that in the last 90 days didn't hire us and most of them aren't going to answer the phone and some of them will have hired another lawyer. But every time you do this you're going to pick up one or two cases that their claim just went on the back burner and because you followed up with them one more time, they're going to retain you and for us, every time that happens it's another $18,000 fee. So having the team that's large enough and that you're paying well enough, that will do this follow-up for you Again.
Speaker 1:So many solo or solo plus one team member lawyers are like I can't afford to have somebody who's only dedicated to intake. We're only doing X number of intakes a month, right? No, if you had somebody who was totally dedicated to intake, they would pay for themselves three times over within the first couple of months. So having that system is really good. And then again the system, the electronic system that tracks, that allows you as the business owner to go back in and make sure that it's all being monitored and done the way that you wanted it to be done. You don't have the intake person who's just sitting there twiddling their thumbs.
Speaker 2:Let me just leave you with this. This is an evolving process of refining your methods, improving your people and just making sure nothing leaks out of the bucket. We were in Miami recently for the National Trial Lawyers Conference. There are firms on stage that are bragging about spending $10 million, $20 million, $30 million, $40 million, $50 million a year in advertising, and yet for every one of those big firms that may be in a state, there's hundreds of other firms, so there's tons of more cases. So, no matter what your practice area is, there is an untapped market that you can go and grab. And what we're really good at at Great Legal Marketing is figuring out how do we compete without competing on the dollar spend.
Speaker 2:The vast majority of clients who come to Ben Glass Law come to us because at the beginning of the journey, someone mentioned Brian's name, my name or the law firm name. Yes, they'll probably go and visit our various digital properties. Yes, they go into our sequences, but at the end of the day, we have built this community of people who trust us enough to say I don't know if you have a case that Brian and Ben can help you with, but give them a call because they will try to help you. Either they'll be the ones or they'll send you someone or they'll give you some information, and that's really what we're building here. It's easy. Sometimes it's the hand over your credit card. It can be very expensive to do that.
Speaker 2:But those lawyers over the 20 years or so we've been running Great New Marketing, who really work on creating content, creating messaging for the prospect, no matter where they are along that parade of interest, the moving parade of interest that comes from David Ogilvie they're the ones that over time, it doesn't matter what the media is. It doesn't matter if they cut off PI ads in Facebook. It doesn't matter if TikTok goes away, it just doesn't matter, because they have human beings who know their name, know their story and tell it. So make sure you get on the call. This month We'll dive into this more deeply. We'll answer all your questions. At least you've got individual practice areas where you're having a challenge to kind of figure out, like what could I do in my practice area to exploit these examples? That's the thing you want to do. You want to get on the call, talk to us, but, more importantly, talk to all the people that are on the call, because somebody in that call is in your practice area and they're a little bit further along the journey than you are.
Speaker 1:All right, it's Brian back solo again and, like I said, after this module goes out to our members, we have a community call about mid-month and we take submissions and specific questions from tribe members, because if more information was all you needed, you wouldn't need a membership program. You can find more information on podcasts, right. You need information and activity. It's going to help you solve the problems that are going on in your firm. And so one of the questions that we got is from a lawyer in South Carolina who says if you're someone like me and you aren't currently doing any of the things discussed in today's module, what is the most important thing to do first? Is it creating video content or is it nailing down lead follow-up procedures, or is it something else? And Brian thinks that the most important thing in today's module is to nail down your lead follow-up procedures. If you do nothing else but fix your leaky intake and sales bucket, you will see at least a 25%, maybe a 50% increase in your conversion rate, right, because what do most firms do after a lead comes through the door and after we talk to them? Either our intake team talks to them or sometimes they get to a lawyer and sometimes we send a retainer and then we follow up once, twice, maybe three times, and then we assume that the client has decided not to hire us or to hire somebody else, or to just move on with their life, or to solve their problem on their own or whatever right, that's the wrong way to do it. So the way to fix your leaky follow-up bucket is to implement a system, and we use lead docket for this. You can use any kind of lead follow-up system you want.
Speaker 1:10 years ago, when I was an associate at another practice, my lead follow-up system was three by five index cards pinned to a whiteboard right, and every time I called you and emailed you, I picked up your postcard or your note card and I moved it over one slot so that I had tracking that I'd called every client every day, emailed every client, potential client every day, and move them down the line until they said no or until they told me they'd hired another lawyer. And at a certain point you build up this bolus of potential clients and you can't keep calling them every day, but you move them into a follow-up sequence and you call them back every three months, every six months, and that might seem like overkill to you, except that when I started here, when I started at Ben Glass Law and we didn't have a good system like that, one of the first things we did is we called back all of the people who had ghosted us within six months and we signed up 19 cases, and at the time, our average number of cases that we were signing up every month was about 10. And so we doubled the average monthly cases just by going back through the pipeline of people who we had done a poor job of following up on in the last six months and asking a couple of questions Did you solve your problem on your own? Did you hire a different lawyer? And if not, if neither of those things happen, are you still interested in talking with us about whether we can solve your problem? And that simple sales script and outsourcing that follow-up to somebody in the firm assigning that follow-up to somebody in the firm and getting tracking on whether it was done doubled our average monthly intake inside of two weeks. And so if you don't have this process in place, that is exactly where you should start.
Speaker 1:It is easy easy to think that you should go and spend another marketing dollar, should create another piece of marketing collateral, that you should create another email sequence, that you should shoot a bunch of video for YouTube or TikTok or Instagram or create another article that's optimized for SEO, and all of that stuff is the wrong place to start if, when somebody calls your firm, you do not have a process for getting them either to a yes or, ultimately, to a no. And if you can just fix that leaky intake bucket, you will increase your conversion ratio by at least 25, if not 50%. If this resonates with you and if you need help with this and if you want to get some individualized help and some community coaching from Ben and I, reach out to me. You can check it out. You can check us out, get more information at theglmtribecom, but, honestly, the easiest thing to do is just email me or reach out to me on LinkedIn.
Speaker 1:More than happy to set up a 60-day trial for you, and if you haven't already registered for the GLM Summit, check that out too. Glmsummitcom we are announcing an enormous name as our keynote speaker on April 1st, and so prices will go up on March 31st. If you're listening to the sound of my voice in the three days between this episode coming out on March 31st and you made it to the end of this episode. You definitely want to get your tickets now, until next time. Have a great weekend.
