The Asset Protection Secrets of Millionaires | Hillel Presser

What if one lawsuit could wipe out everything you’ve worked your entire life to build?

In this powerful episode of the Gold Coast Podcast, host Eric Winegard sits down with Hillel Presser, Esq., MBA, one of the nation’s leading asset protection attorneys and the Managing Partner of Pressers & Associates.

Hillel shares his extraordinary entrepreneurial journey, from selling candy on the school bus and luxury watches to building a nationally recognized law practice that helps high-net-worth individuals, entrepreneurs, professional athletes, and business owners protect their wealth.

In this episode, you'll discover:

• The mindset that separates entrepreneurs from everyone else
• Why "Own Nothing, Control Everything" is the foundation of asset protection
• How one lawsuit can destroy decades of hard work
• The surprising reason business owners get sued after selling their companies
• Why every entrepreneur should think about protecting assets before they become wealthy
• How Hillel convinced a legendary attorney to mentor him by writing a $20,000 check
• The role marketing plays in building a successful law firm or any business
• How writing a book can instantly establish authority and credibility
• Hillel’s new venture, Law 359, is a peer-to-peer group teaching attorneys everything except the law

Whether you're a business owner, real estate investor, attorney, or entrepreneur, this episode is packed with insights on wealth preservation, marketing, business growth, and legacy.

Learn more about Hillel Presser:
https://www.assetprotectionattorneys.com

Subscribe to the Gold Coast Podcast for conversations with elite entrepreneurs, CEOs, and industry leaders sharing the strategies that drive success!

Thank you all for listening in on today's episode of The Gold Coast Podcast!

Transcript

SPEAKER_01 0:00

Hey guys, thanks again for tuning into the Gold Coast Podcast. I'm your host, Eric Weingart. And today I have a friend and client and an absolute Titan in business. This is a guy who's been an entrepreneur since he was seven years old, slanging candy, to now uh being in his mid-40s slanging businesses. He uh he has an incredible asset protection business. Uh he's involved in a business brokerage. His next move in life is helping spread that knowledge to other attorneys with a new uh peer-to-peer group called Law 359, my friend, my client, Titan. Hello, Pressner. Thanks for coming on the show. Thank you so much for having me. I'm also projecting my life the next 20 years. You know, like my um like I'll be I'll be 70 when my daughter gets married.

SPEAKER_00 0:47

You know that for someone else take care of her. Yeah, no, no doubt. Yeah.

SPEAKER_01 0:53

For sure.

SPEAKER_00 0:54

You know?

SPEAKER_01 0:55

Yeah. I mean, you know, and then I do want more kids. So I think at least one more.

SPEAKER_00 1:04

Yeah, yeah, that's good.

SPEAKER_01 1:06

Yeah. You have two, right? I have two.

SPEAKER_00 1:08

I would have more, you know.

SPEAKER_01 1:09

You would?

SPEAKER_00 1:10

Yeah. I mean, I'm not like, oh my god, I would never have more, and I'm not like, oh my god, I need more today. I'm like, you know, I got two good kids, it's great. And whatever happens, happens.

SPEAKER_01 1:18

Do you guys talk about it?

SPEAKER_00 1:20

We talk like that, you know? Sometimes she's like, you know, yeah. Sometimes she's like, you know. You know. Yeah, yeah.

SPEAKER_01 1:30

Yeah, okay. So there's no like procedure in place to prevent it.

SPEAKER_00 1:35

Never never ever will there be a procedure.

SPEAKER_01 1:38

Yeah. Okay, all right. So you're just relying on on God to either allow it or disallow it. Yeah, pretty much.

SPEAKER_00 1:46

I mean, you know, we help in that decision. Yeah.

SPEAKER_01 1:53

I mean, I am trying to be healthy these days, dude. You know, just I'm about like ten years late to the game, I'd say. Like like most people my age have a 10-year-old, I'd say. Like, how old's Sebastian?

SPEAKER_00 2:03

Sebastian's 10, but there's no normal. I mean, people have kids when they're 80.

SPEAKER_01 2:08

Yeah. No, I know, but but that's not the best thing for the child.

SPEAKER_00 2:12

No, I mean, look, I think the more time you can spend with a kid, the better. And you know, I I like being young with a kid, but you know, you're too young and you're not established, and this and that, and yeah, that's the other caveat too.

SPEAKER_01 2:24

If I if I had a kid when I was 26, I definitely wouldn't have been a good dad.

SPEAKER_00 2:28

Yeah.

SPEAKER_01 2:29

At 36, I was definitely ready. At 46, I'm beyond ready, but I'm probably, you know, the the caveat to that is yeah, I will be an older father. And I think that a child like dude, I'm I already have bad knees, so it's like if I have a son, like, I'm not gonna really be able to play ball with him or anything. You know?

SPEAKER_00 2:49

I don't think you're ever ready. I mean, I remember when, you know, we first found out that my wife was pregnant for with uh Sebastian, it's my first, my 10-year-old, and I was doing a lot of traveling. I was speaking 50, 100 times all across the country every year. And I was getting ready to uh take off for California, literally bags packed, about to go out the door, and my wife's like, I'm pregnant. I'm like, oh, okay, wow, great. Okay, I'll see you in a few days. You're never ready.

SPEAKER_01 3:17

Let me ask you this. Were you was your because you're obviously incredible m established isn't the word to call you, right? Like you're hyper successful. Take me back to Halal at 36. Were you were you still like like where were you financially, your career path 10 years ago?

SPEAKER_00 3:36

Yeah, I mean, I was always successful since I was a kid. Now, success obviously comes in in different phases. When I say I was successful as a kid, I used to, you know, be eight years old, I would take my allowance, I'd go to 7-Eleven, I'd buy candy, and I'd sell it on the bus to all the rich kids. So, you know, I was the most popular kid because I had the candy. I I would get returns that would make a hedge fund blush, you know. I'd buy a candy bar for a dollar and sell it for 20.

SPEAKER_02 4:02

Yeah.

SPEAKER_00 4:02

So, you know, I always did well, but I think it's a mental thing. In my mind, I always felt rich. I don't care if I had no money in the bank, I always felt rich. It's kind of like if you've ever heard Jesse Itzler say, he said he used to walk into the office every single day and say, We're millionaires, they just haven't paid us yet. We're millionaires, they just haven't paid us yet. And I never, you know, had the mindset of being poor. I think uh poor is eternal. It's a mindset. I never felt like, oh, I can't afford it. If there was anything I wanted, I would always say, How can I afford it? Now, obviously, the candy turned into selling uh luxury watches because I really enjoyed watches. Um, so I went from candy to watches to doing club parties at Syracuse University to, you know, I bought my first phone number for$107,000. And I was in law school and everyone thought I was crazy. They said you bought a phone number for$107,000. The phone number was$1-800, great rate. And back then, if you didn't have a job, you were a mortgage broker. So everybody was spending a fortune advertising on TV, radio, billboards. But think about it, if you're driving 80 miles an hour down 95 and you see a phone number 862-385-2724, are you gonna remember it? Or if you saw a billboard that said great rates on mortgages, 1-800 great rate. So I leased that phone number to one mortgage broker per state, and they paid me thousands of dollars and every month. And they would advertise it on the radio, the TV, the bus benches, the billboards. And if you called 1-800 great rate from that state, it would go directly to that guy's cell phone. And I did that with all the states. I was making, I don't know,$30,000,$40,000 a month recurring revenue during law school. Now, I could have made much more if I did it by zip code or area code, but I had to pass law school. And you know, then I uh bought and sold at least, you know, 40 other phone numbers. So I was just always entrepreneurial, just different businesses, different times.

SPEAKER_01 6:04

So so take me back to that. So you when you say you were always entrepreneurial, do you think that was something innate in you, or did your family have something to do with it? Like, like did dad say, hey kid, this is how you make money, or were you just innately entrepreneurial?

SPEAKER_00 6:21

You know, yes and yes. So I think it comes down to both. I think you're either born with the entrepreneurial gene or you're not. Doesn't mean you can't be taught, doesn't mean you can't uh, you know, work on things, but I think either you're born with it or you're not born with it. Um but I did come from a very uh successful business-oriented family. I mean, everybody in my b in my family uh was uber successful in business. Um I had uh relatives that owned professional sports teams, I had cousins that owned, you know, businesses that were, you know, in the nine figures. So I looked around and saw, hey, you know, everyone was very successful, so I knew it was within reach. And I was pretty much taught at a young age, you can have anything you want as long as you work for it and make it yourself. So I think half of it was probably the entrepreneurial gene. The other half was I was lucky, I had a lot of mentors and role models to look up to and who could teach me.

SPEAKER_01 7:17

So you so your dad did well, mom and dad did well, and and your was your dad the type that was like, no, no, I'm successful, you have to you have to earn your own way?

SPEAKER_00 7:27

Not at all. So it's funny because you know, my dad, out of any anyone, was probably the poorest. And I don't say that in a bad way. I mean, my dad was very successful, but my dad came from a different breed. You know, my dad grew up uh New York City, dirt poor, uh, only was able to go to college because he got a swimming scholarship. Um, he got his medical license before his driver's license because there was no way he ever could afford a car. And I remember when he was older, he would tell me the story how he got his sister's bike, and everyone would make fun of him because it was a female bike. So my dad, you know, worked super hard, really believed in education. Um, and uh he ended up being a very, very successful dermatologist, Moe surgeon with practices, you know, all over upstate New York. He had multiple practices. So he did very well, but it was a different type of well. Um, my dad, you know, mentally probably never felt rich. He probably still doesn't. And my dad is not into material items. Um, you know, my dad would drive an old minivan um until it literally would break down on the side of the road and my mother would make him donate it. Um, my dad wasn't buying a new car. I wasn't getting a car when I was 16. Um this is not a crimey uh, you know, uh story. I mean, I was very lucky. I grew up great. Um, my parents they paid for anything education-wise. I didn't have loans when I went to you know college, law school, MBA. Um, if I needed a computer for school, anything education-wise, they would buy. If I wanted a diet coke, I had to purchase that on my own.

SPEAKER_01 9:00

Yeah. Yeah, no, I think I can I think it's a parent's duty to provide the opportunities, right? Just like you as a father, you're gonna provide opportunity for your children. So when I when I hear someone had um, you know, a strong, healthy upbringing, you know what I when I think about mom and dad, I go, that's awesome. I go, great job. You know, and I think that um I think there's a big difference between ordinary and extraordinary, right? So it's like if if mom and dad were two doctors and they both made, you know, ten million dollars a year, and then the child becomes, you know, someone of that, you know, maybe a doctor that earns two million dollars a year, right? I would say that child is kind of ordinary, right? But I think what you've done is you've proven you're extraordinary because sure your dad was a business person and obviously um, you know, successful in his own right, but you've taken it to a whole new level. So it's clearly you're extraordinary. Did you kind of like that?

SPEAKER_00 10:05

No, no, I love when you call me extraordinary. I mean, I appreciate that. But um, look, I think providing opportunity is is so different and subjective. So, like my father, you know, he felt as a parent, and every parent feels different. You know, one parent may feel like, I want to give my kids everything. Hey, I didn't have anything, and I want to give my kids everything. That wasn't my dad. My dad, in his mind, and my mom who passed away, that's why I'm referencing my father, but you know, they said to raise a successful kid, we want them to be able to sustain themselves on their own. To them, that was success. So growing up, I mean, you know, we grew up in you know in a similar place, like, you know, we weren't far from each other. You know what the other kids were like. You know, a lot of kids had money. So, you know, I had friends, and when they were 16, you know, they got a convertible Mercedes for the summer and a grand uh you know, Jeep Cherokee Limited for the winter. I was lucky to drive my dad's beat-down minivan or my mom's old used Camry, if I was lucky. You know, I remember telling my dad, I was like, Dad, I'm the only doctor's son at Syracuse University without a car. You know, he laughed at me. So I think opportunity comes in different ways. You know, to some, opportunity is, hey, let's give them a better life, material items, things we didn't have. Um, to others, it's education, knowledge that maybe we have or didn't have or that we can share, or maybe it's bringing around different people. So I think there's there's so many different ways that we can, you know, have opportunity.

SPEAKER_01 11:32

I think the reason this is on my mind so much is you know, now that I'm an expecting father here in August, you know, I I can't. Congratulations, by the way. Thank you very much. I'm so happy for you and excited. And we invited you to the uh gender reveal.

SPEAKER_00 11:45

I think my my invitation got lost in the mail or something.

SPEAKER_01 11:47

No, I swear in my life, I'll show you my text messages with Alexis. I swear in my life. And what when we didn't get a yay or a nay, I assumed it somehow didn't get there. But anyway.

SPEAKER_00 11:56

I of course would have been there if I was if I was in town. And, you know, I gotta tell you, you know, not to scare you, you know, my biggest worry is how do I have two boys. I have a five-year-old Nicholas, a ten-year-old Sebastian. Love them both to death, both really special in very different ways. But I didn't grow up the way they grew up. You know, they're growing up in Boca Ratone, um, you know, in a private country club, and the way we live, um, which I'm very thankful and grateful for, is very far off from the way I grew up. And to me, my biggest thing is how do I raise two productive, thankful, grateful, uh, good, nice, hardworking kids because there's no way that they can have the fire in the belly that maybe someone like me or you had, because we had no choice. Failure was no option. There was no backup.

SPEAKER_01 12:46

Yeah, yeah. No, I was I was actually just gonna ask you that is you know, my my daughter and then other children will grow up in a vastly different life because we're ascending like crazy right now. And you know, by the time she's even old enough, her name's gonna be Sophia, by the way. Time she's even beautiful. Thank you, right? You know, by the time she's eight to ten to kind of even realize what's going on, you know, I I don't want her to be snooty, I don't want her to be um, you know, with her nose in the air. I I want her to be grounded, I want her to be someone that, you know, when they know her parents are doing good, that they're impressed by her. They say, wow, that, you know, even though mom and dad are of that caliber, she's a very impressive and gentle and kind human. How how do parents like us, more like you today, instill that into our kids?

SPEAKER_00 13:40

You know, you can talk about it and you can talk about it all you want. Um, and I do, but at the end of the day, it's what they see, right? So it it's visual. They're gonna act how you act. You know, I make sure that when we go out, it's always a please, a thank you. You know, we're talking to the waiter. What's your name? How long have you been working here? What did you do before? What's your dream? You know, every single butt person is special. And you know, you bring up the daughter, which I think is interesting, and you may or may not agree with me. Um, and some of the listeners may or may not agree with me, but I have two boys. So in my mind, for right or for wrong, my two boys need to know how to support a family. If I had a daughter, I'd probably treat her differently. Now, of course, I want her to be nice, kind, polite, giving, hardworking, thankful, grateful, all that. However, I'd probably give my daughter much more than I would ever give my boys because I would never want my daughter to feel like she had to rely on a man in order to take care of her. I would want her to know that, hey, dad will always take care of you. If you can find the perfect partner, great, go out there, do it, but I wouldn't want them to feel like they had to. And maybe it's a double standard, that's just me.

SPEAKER_01 14:48

No, no, I think listen, this is this is innate in us. Like, you know, one of the reasons I was so excited about the gender reveal is this exact reason. Because this first child, if it's a boy, you know, my life trajectory goes over here. You know, I'm uh I'm maybe picking him up out of jail when he's 16. Hopefully, hopefully not. Versus, you know, versus going to the cheerleading camps, right? So and being a girl. You probably have your boy's coming out of jail, but your wife, your daughter's bottom cheerleading. See, right? So we're just innately already thinking different. So no, I I think it's absolutely real. And and I think we already I I think I already know I'm gonna be a sucker. I'm gonna be sucking.

SPEAKER_00 15:33

I already know you're gonna be a great dad because you because you're a great person, you're a great friend, you uh you you know, you're a great uh employer, you're a great husband, you give value first. Yeah, um, you've always been like that. So I already know you'll be a great father, and I can I can tell every time you talk about it, from the minute you knew, I mean it's something special, but it's on you and and of course your wife to teach them. So, you know, I've done my best to try and teach my kids. You know, I drive them around all the time uh to different properties that we own. Um if you asked my son when he was five years old what you do when you make money, my son would have told you you buy a building. And if you ask him at five years old, well, why do you buy a building, he would tell you, because you let people use it and they give you rent. And then if you asked him at five years old, what do you do with that money, he'd say, you buy another building. And, you know, if you ask him, hey, what's the most important thing in life, my son will tell you, if you call him right now without me telling him, he'll say the most important thing in life is to be nice to people. So, you know, these little us, these little people are gonna be who we raise them to be, both through what we say, but even more so through what they see and through our actions.

SPEAKER_01 16:40

No, I love what you said. I I I always tell employees or anybody that's looking for advice, I always say I I see better than I hear, right? And you're you're right. Like a a child is gonna observe mom and dad's behavior. You know, you can't you can't be an alcoholic and you know, uh throw down a beer bottle all week long and then and then tell your uh child he he needs to keep his composure when you're just acting out and drinking all the time. So yeah, they're gonna model your behavior. So point noted in my uh fatherhood journey here.

SPEAKER_00 17:14

Um and also it's a balance, right? Because you know, you want to see, you want your kids to see how hard you work because they're gonna see you get up, go to the office, you know, that's gonna be instilled in them. But you don't want to work too hard because you don't want to miss their games. So, you know, I make it a point, not every day, but I try my best almost every day to at least drop my kids off at school. My wife normally picks them up, but I always try my best to drop them off at school. I go work super hard, but I won't stay at the office more than to like three or four. Doesn't mean I won't take a phone call at night or check my emails for 30 minutes, but I'm home, you know, uh not quite when they get home from school, but I'm home after school. We can hang out for a few hours at night. So it's important to show them this really, really, really great hard work ethic, but also you don't want to miss anything. I mean, just the other day, um, you know, my my son tells me, hey, we got this, you know, art thing at school. Uh, both the five and the 10-year-old, they both go to the same school, and they the school tells us two days before. Now, I book up two months in advance. So I'm like, look, I can't make it. You know, my wife, your mom will be there, your grandma will be there. But I saw the disappointment on their face. So I canceled my clients, I rearranged them, and I showed up at that school and I was present. Now, it might not feel like a big deal to us, right? It was my five-year-old and ten-year-old painting things, right? I I don't know that they're gonna be an artist, okay? Great qualities. I don't know if they're gonna be an artist, but it was important that I was there.

SPEAKER_01 18:38

Yeah, no, that's great. So take me, you know, I I think I remember uh, like obviously you're very impressive professionally and everything that you've accomplished. I remember you said something to me. We went out to dinner one night or we're hanging out, having a couple drinks, and you told me about some business you were doing. It wasn't the 1-800 get great rate, it was some other business you were running. What what other businesses were you doing as a young person?

SPEAKER_00 19:03

So, as a young person, um I was I started off selling candy on the bus. Yep. Um, candy turned to luxury watches. I always loved watches, so I'd buy really expensive luxury watches. Um, I'd wear them, enjoy them, and then sell them at a profit. Uh when I was at Syracuse University, um I created uh nightclub parties where what we would do is um I was friends with all the football players, the basketball players, um, and I'd have them pass out flyers to every single dorm room at Syracuse University. And then what I would do is I would hire luxury buses, and there was nowhere for the 18-year-olds to go. And the luxury buses would pick the kids up from their dorm on a schedule and take them to a club. And then I negotiated with the club, hey, whatever money was made at the door, that was me. And whatever money is made at the bar, that was for them. So I was doing, you know, nightly club parties. I mean, we did, you know, we did Carmelo Anthony's draft party. I mean, we did the, you know, the 2000, you know, when we won the Syracuse University, uh, the championship. So you name it, we probably did it. So you went, did you go there for undergrad?

SPEAKER_01 20:07

I went there for undergrad, yeah. And then so you were there 98 to 2002?

SPEAKER_00 20:12

99 to 03. Oh, 99 to 03. My last year was when we won. Oh, very cool. Yeah, no, that's awesome. Yeah. Yeah. And I'm still friends. I mean, those were my guys, you know, like, you know, three or four of the basketball players. They were at my wedding. I mean, you you remember them like Ryan Blackwell, Preston Schumper. I mean, these are guys I talk to, you know, every week and just super close and really good friends of mine.

SPEAKER_01 20:32

Yeah, me and Ryan every now and then we'll have a little exchange on social media or something.

SPEAKER_00 20:36

Tell them, tell him you're you're friends of me. I will.

SPEAKER_01 20:38

Yeah, obviously he remembers me from basketball as well. And I was buddies with like Adam Glasgow, Ben Morgan, Andy Columbo. Yeah, yeah.

SPEAKER_00 20:47

Yeah, I you know, I thought I was good at basketball because I dominated at the Jewish Community Center. Right. You know, and then I went to uh a boarding school, it was called New Hampton Prep, um, where like you know, all the D1 people went. Um, and I didn't make varsity, I didn't make JV, I was on J V2 and I sat the bench, and that's when I said, I'm gonna be a business owner, not a basketball player.

SPEAKER_01 21:10

Not a bad move. Work out for you.

SPEAKER_00 21:11

I said there's probably a better chance of me owning a team than me playing on this one.

SPEAKER_01 21:15

You still might one day, you know, still definitely might. Um, so so okay, so you graduate from Syracuse, then you what would you do right after that law school, obviously?

SPEAKER_00 21:25

Yeah, so I went right from Syracuse. Uh Syracuse, I was in the business school. I was the first student ever uh at Syracuse University to solely major in entrepreneurship. So I'll never forget it. They're like, what's your minor gonna be? And I said, I'm not doing a minor. They said, that's not possible. I said, there's no backup, I'm gonna be an entrepreneur. And I was the first person to do that. And then right after uh Syracuse, I uh came down to South Florida and I went to law school at Nova Southeastern in Fort Lauderdale. Um and then for fun, I was teaching business law, graduate and undergraduate at uh Lynn University, which is a private university in Boca Ritone, Florida, and I ended up getting my MBA there as well. Cool. Did Ben Lapatton go down there too? I'm not sure. I'm not sure. You know who Ben Lapatton? I know the name for sure.

SPEAKER_01 22:12

His brother worked that still works at Apple. His I think his brother developed the Find My Find Mind app.

SPEAKER_00 22:18

Yeah. So it's always funny. Like I'll be driving, this is years ago, and my son's like Dad, you're going over a water or a bridge or you're here. And I just didn't even think about it. I'm like, yeah, okay. And then I look one day and I'm like, no, I really am. And he's been tracking me for years. So it's it's good that I don't go to any bad places, you know?

SPEAKER_01 22:34

Okay. So so you so you get out of law school. What's what's your what's your first what's your first move into the professional scene?

SPEAKER_00 22:41

So I wanted to learn how to try a case. So I didn't need the money because I had outside businesses and I took a job as a prosecutor in Broward County at Fort Lauderdale. No. I walked in, they handed me a bucket of, I don't remember, 90 files when I was making nothing, maybe$35,000 a year. And they said, hey hello, you got a trial on Monday. And you know, being the guy that I was, you know, always outside of the box. You know, the the prep school that I went to really got me thinking, I'll never forget their slogan. It was a basket of red apples with one green apple. And their slogan was in a world that teaches you to fit in, we teach you to stand out. And I say that because at the state attorney's office, everyone's first move was they went and they went and to do DUIs. And when I got there was one opening in juvenile felony. So it was like the 10 year old that stole the car. Yeah yeah and I was like I'll take that. So I never tried DUIs. I went right to doing juvenile felonies. And I tried probably 40 cases while I was there.

SPEAKER_01 23:44

Okay so that that's you just learning how to be a a beast in the courtroom is that really what's going on?

SPEAKER_00 23:49

I just I just wanted to know how to try a case I only stayed there about a year and a half. You know obviously the state attorney's office is very political and I'm not into politics at all. And I knew I wasn't going to be a lifelong prosecutor but I felt great about really getting that trial experience.

SPEAKER_01 24:03

Yeah I stay out of politics too by the way I have my stances but it's just not worth the fight for me. No.

SPEAKER_00 24:09

It it I mean this these days it it tears friendships apart which is crazy. I mean everyone should be able to like whoever they like and still be friends but it doesn't work out that way so I don't you know I tell my my my son don't talk politics don't talk religion and now don't talk vaccination.

SPEAKER_01 24:24

Yeah no yeah yeah because then because now it's immediately turns into politics with vaccines which is terrible that medicine is nuts but no I kind of a cool story I probably shouldn't say who told me this. Let's just say I had a guy stay at my Airbnb one of my Airbnbs a few years ago and he had a very close relationship with the group Florida Georgia line okay and do you know who they are? I've heard the name but I don't it's like a famous country band. It was like a poppy country band but they were ascending like crazy. Yeah they were on you know uh the radio everywhere they were just you know sell selling out uh stadiums all across the country during COVID the two wives were on each side of the political lines and they broke up as a group because of it. Yeah all over politics they destroyed their ascending group over so yeah I I stay away from it. So I'm I'm fascinated by this so now so you do this because because you're into so many different things now business brokerage and all these other cool things you got going on. You're fine dude and um so what's the next move after prosecuting?

SPEAKER_00 25:36

So this is interesting. So I knew that the type of law I wanted to do was called asset protection. And I don't know how familiar you are with asset protection but what we're working with you I I know but the audience may not know but you know there are very few asset protection attorneys. You know if there's a a hundred or a thousand real estate attorneys in every city if there's a hundred or a thousand criminal attorneys in every city if there's a hundred or a thousand you know estate planning attorneys in every city you know there's like five guys in the country that really probably get 80% of the work. So most people don't know what it is but what asset protection is is it's just hey we all work hard we live in a very litigious frivolous society and one lawsuit we can lose everything. Doesn't even need to be if we do something maybe one of our employees does something maybe a kid gets in a car accident in our car and we get sued and we lose everything. So people come to me and I make them uncollectible and judgment proof while they're alive. So that way they never need to start over. And I tell that because there's very few people who do it which means if you want to be an asset protection attorney you either need to be self-taught or you need a mentor. So I opened up my own practice and I always did well I was very successful. I was representing probably 30, 40 NFL and NBA players but you can't buy experience and you know I'll tell you a great story it'll take me a few minutes but um I'll never forget it there was a gentleman in Boca Ratone I lived in Fort Lauderdale at the time and he was like the grandfather of asset protection and I knew about him because he did asset protection for my family. He had been practicing for 40 years, wrote a hundred books this was the guy and I made an appointment with him I'll never forget I went on his website he had a blue suit and a red tie so I put on a blue suit and a red tie. I figured he must like blue and red. Yeah yeah um and he probably knew of me because he helped my family but he didn't know why I was coming in there. And I drove up to Boca and I sat down with him for an hour in his office and I said to him I want to come work for you and you know after an hour he said to me he said you know I can already tell you're going to be unbelievable. He goes but you see that guy over there and he pointed to this lawyer who was actually on the floor fixing a computer and he says that's a family friend I just hired him and I can't step on his toes I said no problem we don't need to step on his toes I said I will work for you for free for six months if I am not the best lawyer you've ever had we shake hands we go our separate ways I leave the office and I'm feeling great because who's going to turn down a free worker I'm feeling like a basketball player that Michael Jordan is going to teach him basketball. I leave I do all the right things I FedEx him a handwritten letter thank you week goes by two weeks three weeks four weeks I don't hear from him so I'm calling him I'm calling him finally get him on the phone I said hey when can I start? He says you can't I said what do you mean I'm working for free he said I know you'd be amazing he said but I just can't step on that guy's toes super loyal guy so I thought to myself I said okay what am I gonna do now? Right I had a successful practice but nothing trumps experience I said I know what I'm gonna do I said sir if you won't let me work for you for free I'm gonna hire you and I wrote him a check for$20,000 and he looked at me like I was crazy he said hire me he said first of all you already know how to do asset protection he goes second of all you're a kid you don't even have any assets to protect right I said nope I'm gonna hire you so I hired him he was my lawyer and then he was forced to meet with me so every couple weeks we would talk or email or meet on my case and we formed this relationship. Then back then there used to be every year a conference in Vegas. At one point I took the conference over and I would host my own thing in Zurich, Switzerland, Liechtenstein. But I called a secretary and I found out what plane he was on I booked the same plane, the same hotel he was having a coffee at the airport before we went on the plane I had a coffee. I don't even drink coffee probably the only coffee I ever had in my life but when we got there we were building this relationship I sat next to him every day we had lunch together every day breakfast together dinner together and while we were there we noticed we said you know what there's only 20 people here from all across the country nobody does asset protection and on the spot we started the national associate of the National Association of Asset Protection Attorneys. He was the president I was the vice president so now we're back to Florida and all these people who had been practicing for 40 years are calling to join our organization. But more importantly I'm spending more time with this guy. Now fast forward this was after a year a year and a half from the original meeting when I told him I would work for free. Yeah I'll never forget it like it's yesterday he called me in one day I knew something was going on because we met like monthly and I just met with him the week before I drove up and he said hell there's a time in every man's career to go up and there's a time in every man's career to go down. He said this is your time to go up this is my time to go down I said what do you mean? He said it's a hell Mary pass let's give it a shot I said what do you mean? He said pretend you're on a cruise ship and the captain died here's the keys to my office and that day he made me a 50% owner of his law firm. Now he was doing a few million dollars at the time so it didn't take me long to calculate what my half would be I closed up in Fort Lauderdale bought my first piece of real estate in Boca Ratone which I still own till this day and rent out and I came in and I learned from him and forget the money I stepped into a practice that was there for 40 years. So now I'm meeting with 10 15 clients every single day and you can't buy that experience. So the guy that wouldn't let me work for free because when I came in the front door he threw me out I came in the back door when he threw me out I digged a tunnel when he threw me out I slid down the chimney like the Jewish Santa Claus but I wasn't giving up and you know we worked together for a long for a for a while I learned so much. He unfortunately passed away around 2010 and then I bought the other half of the law firm from the estate I probably didn't have to but in my mind that was my buy-in it was the right thing to do and then you know here we are 16 years later I've grown it to what it is today. I love the psychopath version of it that's you know but everybody needs to hear that like you when you say no does that mean no not now is that no today?

SPEAKER_01 31:55

I mean how about tomorrow next week you know no I I love that story and and I know this is kind of off I know this isn't exactly what you meant but a lot of times I'll give this advice a lot of times people want somebody's business you know what I say go give them business first yeah you know so like if if if you want to do business with a spa, go into the spa, spend some money, buy their biggest package, write a check, swipe your credit card for a grand or two, and strike up a conversation with the owner. So sometimes it's one of the best things you can do to get business is to give business and I know it wasn't about that$20,000 check but people do look at you differently once you you know what I'm saying?

SPEAKER_00 32:36

And and you do a great job of that. Yeah I mean just talk about our relationship right so like you know we grew up in the same town but I haven't seen you for what 30 35 years. You know you pop up we reconnect and you were just so great to me you you gave me so much value you know you were doing things for me weren't charging me doing great work just try to be a great person which you are and and I'm so appreciative of and then here we are now and and and I'm a client and I'm a happy client uh and I tell everybody about you and and I think what you do you you do a phenomenal job at but you're great at showing the value first which I think is very important.

SPEAKER_01 33:12

You know what I found is important too is is just try to play connector too you know so like like if I if I meet with someone at an event I'm not always thinking oh who's gonna write the biggest check for me I literally think to myself I'm like all right I met this guy Joe I'm like Joe seems cool I'm like wow Joe's an architect and he really works with contractors. I'm like wait a minute I know this contractor does 50 million a year I go dude Joe I know this happy hitter you mind if I connect you he goes yeah I'd love to and then I connect him via text message and then you know next thing I know a month later Joe reaches out to me dude I've got this huge deal going with this guy now and then the business came back to me but I feel like business is simple if you just genuinely have people's best you don't have to try to do business. If you genuinely have people's best interest at heart for sure you know it's it's gonna come back to you right people say to me like you know what are you doing?

SPEAKER_00 34:11

And I always tell them it's always business it's always pleasure because you know a good friend of mine who I'm sure you've heard of uh Jeffrey Gidamore you know for those who don't know um Jeffrey wrote uh the Little Red Book of Selling which is one of the best all-time selling sales books ever sold tens of millions of copies hundred languages uh Jeffrey's written 17 New York time bestsellers um if you go to Barnes and Nobles or Borders you know and you go to the sales section everything's Jeffrey Ginnamore. In fact he's the only one who has chosen ever to rewrite Dale Carnegie's sales material. And you know in his book I'll never forget it Jeffrey is a very close friend of mine. I spoke to him today I speak to him all the time actually we we also own a separate business together but one thing he wrote that I'll never forget is he said all things being equal people want to do business with people they like all things not being equal people still want to do business with people they like make a sale make a commission make a friend make a fortune and that stuck with me forever.

SPEAKER_01 35:16

Yeah no it's so true. It's you know because the other thing too is if you the reason why I agree with that so much is when you go into business with somebody, you know and you have a a financial relationship now, like a lot of times you have to talk to them and spend time with them. And even if they're not the best at it as long as they're competent you know you don't want to spend your hours and weeks and days interacting with people you you dislike.

SPEAKER_00 35:40

I say every day no matter what business I'm in I say I want to help people I want to have fun and I want to make money. And if I can do all three of those things I'm involved. If I can't do all three of those things I don't want to be involved. And let me tell you you know I've had a lot of businesses that didn't work out or partners that didn't work out. You know you could be the best friends with someone and then you go into business and the partnership doesn't work. Very very tough having a partner very very tough getting into business with a friend. I had an uncle uh who at one point was a mentor to me and I remember he used to say I'll never get into business with anyone I don't remember the number uh but it was unless I've known them for 10 or 15 or 20 years because you just never know how they're going to react.

SPEAKER_01 36:23

Yeah. So tell me so tell me about the practice today. So you know asset protection I I remember you said uh something funny in one of your presentations that you did up in I think it was Jupiter you said I'm the one attorney that doesn't like attorneys. Is that how you phrased it?

SPEAKER_00 36:39

Uh unpack that a little bit yeah yeah it's funny I I I say I am the lawyer that hates lawyers. Okay. And the reason is that think about it, you know, not every lawyer right but the majority of lawyers are trying to find a way to take something from you uh a slip and fall a breach of contract uh a car accident a short sale foreclosure deficiency how can they sue you to take something from you and of course take their third or 40% in between so I love doing something positive. I love being one of the only attorneys in the entire country that helped people keep what they worked a lifetime to obtain. And for me it was a no-brainer because you know as we we've talked about I love business and I love law and asset protection was really the perfect match of business and law.

SPEAKER_01 37:27

Yeah so who's who's your who's your ideal ICP today I an ideal customer.

SPEAKER_00 37:34

Yeah so first of all I will help anyone um and that means if I lose money I'll still help people and I do it all the time um you know if you look at kind of the bell curve on the bottom 10% uh maybe a school teacher who saved up a few hundred thousand dollars over their career it might be the retiree with 7000 a million bucks in the bank that may be on the low end um on the high end of the bell curve like I said we've represented you know numerous NFL NBA uh baseball hockey professional athletes um and probably a dozen billionaires but if you look at kind of the 80% bell curve our client tends to be the high net worth business owner I don't even know what high net worth is anymore what's how do you what's the number what is high net worth what is the number well everyone defines it differently yeah um I believe that you know ultra high net worth starts at 100 million so to me high net worth is going to be someone under a hundred million dollars and again you know my 80% starts even below the the high net worth business owner it may be someone who has a net worth of even a few million three million five million eight million but you know a high net worth business owner their net worth probably starts around 20 to 30 million I'm trying to ask you cool questions to get like a viral clip out of it for you you know what I mean um let me rephrase the question if I have 50 million dollars in the bank in my high net worth 50 million is high net worth 50 million is not ultra high net worth ultra high net worth starts in my opinion at 100 million now is ultra high net worth people worth a hundred million dollars is that a hundred million dollars of total net worth or a hundred million dollars a hundred million net worth a hundred net worth yeah I mean think about a real estate guy you can have a a real estate investor who's worth 500 million dollars that guy probably doesn't have much cash in the bank he may have a million or two million or three million he doesn't want cash in the bank because he wants to you know to be buying real estate or the guy that owns a big business he may have a multi-billion dollar business but until he has his exit he may not have millions and millions in the bank yeah okay so so for me like my my net worth now like I I'm all on black it's all in this company yeah you know all in this company um and you know I don't you know everybody asks me about like an exit and I don't even know if that's like it's not even on my radar right now.

SPEAKER_01 40:01

Right now my thing is I just want to get to that hundred million dollar number I know I can do it and then really start to evaluate there.

SPEAKER_00 40:08

So hopefully I'll be and when you get to the 100 million then it's 150 and then it's 200 it's and then you know what the number is yeah more. More doubt and you're doing it the right way I I'll never forget there was I've bought and sold law firms before um last law firm I bought had 80 people 13 offices and the person that I bought the law firm from I actually ended up running it for years was very very successful and then actually sold it back to the same owner but I'll never forget what he said which was we run every single case like we're going to take it to trial that way you may settle. But if you think you're a settler you'll never be prepared for trial and it it's funny it's the same thing you said you can't think of a sale you got to think about build build build build and then all of a sudden one day you put your head up and there's a sale there.

SPEAKER_01 40:57

Yeah that's almost like is it is it along the same analogy that once an athlete says I'm gonna retire next year they're basically already retired.

SPEAKER_00 41:08

Yeah like it's impossible to get the best version of yourself right no I mean the words you speak matter. You know Jesse Itchler I think he's one of the best speakers I've ever heard um you know I I was a founding member of this group called R360. We have our annual conference coming up in May and Jesse's one of the uh speakers coming Damon John's gonna come speak as well but Jesse has just a great speech on the words you speak matter and you have to be positive. If you ask my kids five and ten but if you ask them when they were three how are you doing today call them on the phone right now the only thing they will say is outstanding. I love it.

SPEAKER_01 41:46

What's so of all the asset protection cases or or all the asset protection yeah I guess it would be cases is there like a common theme with all of them like are a lot of them restaurant owners are a lot of them contractor like like is there a theme between asset protection law or asset losses?

SPEAKER_00 42:10

You know, yes and no um in the sense that 80% of it happens to be business owners you know what business there's no one business that I'd say it always happens in but real estate it happens a lot right because there's slips and falls somebody could fall out of a window out of a building that you built. So if you had to pick a subject maybe real estate you know we used to have a whole real estate division we would speak at all the builder shows the Southeast show in Orlando the national show in Vegas but really it's any business owner because again I don't if if you leave your office right now and you drive anywhere, I don't care if you go on the highway or on back roads within 10 minutes you're going to see a billboard for who can I sue. So you know it probably one of the biggest lawsuits I see, people are amazed when they hear this are when people sell their business. And when I say that to people they they can't even understand or fathom it they go what do you mean I had liability my entire life I sold my my chips are off the table I'm not liable here's what happens 74% of business transactions either fail to materialize or end in litigation. And the reason it happens is because 55% of US companies lose a bare minimum of 40% of their gross revenues during ownership transition. Oh wow so if you think about it guy sells a building company for$30 million or a restaurant for 10 million doesn't matter the new owner never runs it like you income goes down expenses go up what do they do a year later they sue you for fraud they try and claw back the money that they paid you I call it renegotiation. So the minute I have a client that sells their business I always tell them get their assets protected immediately.

SPEAKER_01 43:53

So that was juicy that's interesting. So and you're so right I've seen all these Companies that you've seen this transition, and immediately what you see in here is whoever was leading that charge before, that charge is not being led the same way.

SPEAKER_00 44:09

You're only getting what you get on day one.

SPEAKER_01 44:10

Yeah.

SPEAKER_00 44:11

So if you sell your business for$50 million and they give you a$20 million check on day one, and you're supposed to get the other$30 million over 10 years or over three years, good luck. Take your$20, invest it well, because you're probably not getting the other 30. And get some asset protection.

SPEAKER_01 44:27

So interesting. Okay, so you want to negotiate. It's just like uh the guaranteed money in a sports contract. You just you know you want to negotiate that. That that's cool. That's uh yeah, I mean you know how is it different than is it because I think of when I think of asset protection, is there any insurance that someone can buy that protects their assets, or what's the difference between insurance is there an asset insurance versus asset protection? Is there a difference?

SPEAKER_00 44:58

No, it's an interesting question. So, first of all, I like insurance. It's cheap and it helps you sleep at night. But understand something. You know, insurance companies are one of the most profitable industries in the world. Fly anywhere, look at the tallest building, it's probably got the name of an insurance company on it. And the reason is is they are for profit. They are trying to figure out how much can we collect in premiums, and we don't want to pay out anything. About 70% of lawsuits are not covered by insurance. I could spend hours telling you things that happened to me. Um, I'll give you a super short story. I owned a house on uh the water in uh Delray Beach, a small town called Gulf Stream. And um there was someone staying there who claimed they got sick from mold. Well, you know, uh we had the place remediated. Um, I don't know that there really was mold. Anyone who knows anything about mold knows if you go outside today, there's mold in the air outside. But long story short, they called me, the personal injury attorney called me a week after they left saying the person was deathly ill from mold. I had insurance on the house, and then I had on that uh particular property, I had a$10 million umbrella. And I called my insurance company, and they politely uh guided me to, I'm making this up, page 12, subsection three, and four-point font, and it said mold in the entire state of Florida is only covered to$10,000. So in my mind, I have a$10 million uh liability policy on top of my normal policy, and if I lose a lawsuit for$4 million, my insurance company pays$10,000, I pay$3,990,000. And then I remembered growing up what my dad taught me. Son, the big print giveth, the small print taketh away.

SPEAKER_01 46:41

Yeah, no, it's good. If you had to summarize asset protection in two sentences, how would you describe how would you just without giving away all your secrets, how would you summarize asset protection?

SPEAKER_00 46:54

So the best way to summarize asset protection is to own nothing, control everything. Own nothing, control everything. If you own a brokerage account, stocks and bonds, if you get sued, you can lose it. If you own a piece of real estate and you get sued, you can lose it. If you own shares in an S Corp, a C Corp, membership interest in an LLC, if you get sued, you can lose it. So if you own something, you can lose it. You don't want to own anything, you want to control it. So what we do is we help retitle all those assets so you don't lose any control of them. You could still benefit from the business, from the real estate, from the brokerage accounts, but if someone sues you, those assets are not in your name, which means they're not yours to lose.

SPEAKER_01 47:42

Okay, very cool. I you've obviously that's an easy way to remember it. Own, own nothing, control everything. So so here's the thing: you've had this incredible career. I don't even want to call it a career. You I always call you when I introduce you to somebody, I call you a Titan. Because you are, right? I appreciate it. You're a Titan in business. So you have this. I know you have business dealings with the business brokerage. I know you have your law practice. You're still a young dude. You're a very young guy. Like, what do you want to do the next you know, five to seven years?

SPEAKER_00 48:13

So, you know, I love the peer-to-peer space. I was a founding member in a peer-to-peer group for the ultra-high net worth, um, and that's going very, very well. Um, and I only say about that because what I've just launched, uh, which you know you may be familiar with, is a peer-to-peer group only for attorneys. So I created a company, and this is kind of my legacy. This is my give back. It's called Law 359. And it's 359, which is one degree less than 360, because we are gonna teach lawyers everything but the law. They've learned the law in law school, they learned the law when they were studying for the bar, they learned the law when they were practicing, but we're gonna teach them how to become successful in your practice, but also personal and family. So it's a peer-to-peer group, only for attorneys, the only one out there. We're groups of eight, and I'm actually chairing the first group. Uh, we're actually having our first meeting later this month, which is super cool. And that's my give back. I want to teach lawyers, you know, how do you become an expert? How do you write a book? How do you value bill? How do you create a niche? And how can you be successful in your life? And that's hopefully the legacy that'll live on.

SPEAKER_01 49:24

Is being an attorney, you know, working at a you know, someone else's firm, you know, maybe you're a DUI attorney, and then transitioning to owning your own firm, is that a is that a major hurdle? And do many of those attorneys really underestimate what it takes to accomplish a successful firm?

SPEAKER_00 49:46

Absolutely. So tons of people do it, right? They go in there, they learn the craft, and then they go out on their own. And look, I respect it. Uh, there's nothing against it. You know, I always want when someone leaves me, I I I wish them well. I want everyone to be the best version of themselves. And anything and everything I can do to go above and beyond to help support that person, I want to do as long as they leave the right way. Um, a lot of people think the grass is greener. The grass is greener where you water it, not just on the other side. So, you know, you might have been a good DUI lawyer in your example, but how do you bring the cases in? How do you sign them up to ProFormers, the retainer? Who's answering the phone? Who's answering the emails? I mean, there are so many things. I mean, you know, running any business, you need a team of people that can help you succeed. So look, can people do it? Absolutely. We all start somewhere. I started just me, but you know, it's not as easy as it looks.

SPEAKER_01 50:40

Is that what law 359 is to help an attorney transition to being not just a DUI attorney or a PI attorney, but be actually becoming the CEO of a firm? Is that what Law 359 is?

SPEAKER_00 50:51

Maybe. And you know, a lawyer's favorite answer is it depends. Okay. So we have members in Law 359 that say, hey, how do I grow my practice 11x? I have other members in law 359 who say, I don't want to grow, but I want to work less. I have other members of Law 359 who sold their law practice and they say, What can I do next? And then I got people in law 359 that say, Halel, you got to help me get the heck out of law. So it's everything.

SPEAKER_01 51:20

Okay. You know, it's interesting. I just kind of kind of answered one of my own questions. I I've never, even in these big law firms, you know, to me, a big law firm is anything, you know, 50 attorneys plus, I think is pretty sizable, right? And I've actually worked with hundreds of them, by the way. I used to have a bunch in Dallas that I would work with. They always, the the business manager is usually called the managing partner, and they have partners, but I've never seen a firm have a CEO.

SPEAKER_00 51:48

Is there a reason for that? You know, just like doctors are known not to be the best businessmen, lawyers are known not to be the best businessmen. I've known some of the brightest minds in the legal industry who, if you have a case, you would want no one but them working on the case, but don't give them$100 because they will find a way to screw it up and spend$105. So just because someone's good at law, just because you're a good lawyer, doesn't mean you're good at business. Just because you're great at law doesn't mean you're a good marketer and you're going to be able to bring the cases in. Yeah. So you have to be good at everything.

SPEAKER_01 52:22

Yeah. How how important is marketing today? Because obviously the past 20 years it's changed so much. So how important is marketing today for an attorney?

SPEAKER_00 52:31

Yeah, marketing is so important, you know, not just for an attorney, but for any business. You know, you can have the best product or service in the world, right? You can have the car that flies. But if nobody knows it exists, you know, nobody buys it. And I don't care what business you're in, you're a marketing company. So, you know, if you're in the roofing industry, you have to market to get clients. You know, if you're in the legal industry, you have to market to get clients. So you may say you're a doctor, a lawyer, a roofer. No, you're not. You're a marketer. You have to find a way. Now, maybe your marketing is only referrals, and that may be okay. Maybe it's billboards or radio or TV or pay-per-click, but you know, you could be the best at what you do, but if nobody walks in that door, you can't show them.

SPEAKER_01 53:14

Yeah.

SPEAKER_00 53:14

Yeah, and you can't you can't market a bad reputation either, too, like you're saying, right? Yeah, no, no. And and you know, reputation is so important. You only get one reputation, and you could spend a lifetime building it, and it only takes one time to screw it up. Yeah, so it's so important that you know you just go above and beyond to do whatever you can, you know, for everyone, not just your clients, but in every aspect, because you know, it's a small world and everything comes back to you. I mean, I was having lunch yesterday with uh, you know, big huge criminal defense attorney, um, but also has been beyond successful in business. Um, and we had lunch. Uh I've known him for 20, 30 years. He was the best man at my wedding. Um, and uh also at lunch was uh, you know, these two very famous uh Grammy Award-winning um musicians, producers, um, who I've done business with, and you know, I've done business with all of them. Business, real estate, had friendships, and you know, now we're all doing something together, and it's just it's such a small world, and you never know who you're gonna bump into or who you're gonna need, you know, going up or going down.

SPEAKER_01 54:15

Yeah, for sure, for sure. Yeah, don't stick your middle finger up on the way up or down, you know, waved everybody, right? Waved everybody because you never know when you're going up or down or they're gonna send past you. I got an interesting question for you. If if I was an aspiring uh PI attorney and I didn't have the budget to spend money on, you know, this heavy marketing, because look, PI attorneys, some of these guys are spending$30,000 a month on pay-per-click. How do you get your first few cases?

SPEAKER_00 54:46

Sure. Well, I think it's important, okay. Number one is to have credibility. You know, what's gonna set you apart from every other PI attorney? So the first thing I would probably do is write a book on personal injury. Now, you know, I've written several books that have taken me years and years to write, but today we have AI. You could probably write a book in less than an hour. Okay, and there's probably companies that help you do it. So I'd write a book on personal injury. Now, when you're out there talking to people and meeting people, I don't care if it's your Uber driver or the guy to the left of you at the bar, get his business card and send him a copy of your book. Nobody will ever throw away a book. It's sacrilegious. I don't care how much you spend on your folders, your business cards, um, any gimmicky stuff, it all goes in the trash. They may enter your number in their CRM or in their phone and then they throw it out. No one wants crap. Nobody will throw out a book. I have people who come to my office and I say, Hey, how'd you hear about me? And they say, Oh, I read your book. I said, Well, where'd you get my book? And they say, Well, my mom died up north. I was cleaning out her attic. I got your book, read it, and called you. I had another person call me, I said, Oh, how'd you hear about me? Oh, I read your book. Oh, how'd you get my book? I got in a car accident. I asked my boss what I should do. My boss called his CPA in Miami, and the CPA in Miami got your book at an event. So if I'm this personal injury attorney and I have no budget, I'm writing a book. If I can't afford a book, I'm writing a pamphlet. And that gives me credibility. Now I'm the author, and now I have something physical that I can send to every single person that I meet, not just ebook and PDF and audiobook. Because again, you know, that gets thrown away too. I like a physical book. No one will ever throw it away. They may give it to someone else, but somebody will come back 10 years later, say, I read your book, and they will hire you.

SPEAKER_01 56:33

I got all four of your books sitting right in my home office, by the way. You're right.

SPEAKER_00 56:36

I'll quiz you on them later.

SPEAKER_01 56:38

No, I I've I've read through them a little bit. No, you're right. Yeah, so you know why this is fascinating? Because your suggestion of writing a book, I would argue, is a form of marketing, right? It's it's it's um encapsuling or capturing credibility and establishing yourself as an authority, an expert, right? A lot of that's what social media is to me.

SPEAKER_00 57:00

I I had two clients this morning. They want me to help them restructure their business. Um, and literally they got my books this morning and they said we read them quickly this morning. They already knew what they wanted to buy, they already had their questions lined up. So it's not just the credibility, you're educating a consumer, you're making it easier for them where they're gonna come to you prepared and knowing what they want to do.

SPEAKER_01 57:23

Yeah, that's that's why we do a video sales letter on our digital marketing, because if someone sees your ad, they click on to your landing page, you know, that if it's social media, they want to see a six or seven minute video educating them on the process, and that's either gonna filter them away, like, oh, I'm not the right candidate for him or this particular attorney, or oh, this is you know, I have two million dollars in the bank, uh, I'm a teacher, I'm 65 years old, I am someone that you know could use this type of protection. So then when that lead gets to you, they're super qualified.

SPEAKER_00 57:58

And I love that, but I would even take an integrated approach. So I'd add one step to that process, which is please give us your address. We are going to send you a complimentary copy of our latest book. Now, you know, after you've retargeted them however many times or when you stop, that book will never leave their home. Either someone will find it, they will call you one day, or they will give it to someone. There's nothing like having a physical book in their possession.

SPEAKER_01 58:24

No, it's really good because that's that's a lead, so we do lead magnets, but I like your but I like your physical copy part of it, right? That's really good.

SPEAKER_00 58:32

It's old too, and they're not expensive. I mean, I just ordered recently, I ordered another 20,000 books. I mean, it cost me like 80 or 90 cents per book to print.

SPEAKER_01 58:42

Yeah.

SPEAKER_00 58:42

I mean, talk about you know ROI on return, a 90 cent book, and if that turns into a$10,000,$30,000,$300,000 client, I mean, you don't have to get too many.

SPEAKER_01 58:52

Yeah, we gotta, we gotta get you got 20,000 books stacked somewhere. Oh, that's nothing. That'll be a few speeches. Okay. I love it. That's great. Cool, man. This this was good. I I think we covered a lot, right? You know, you'd obviously be welcome on here, you know, whatever. Um, but but do me a small favor. Um, take a look in that camera with that handsome face of yours. And um, you know, if somebody wants to potentially explore if they're a good candidate, candidate or not for asset protection, or they just want to learn more about 359, law 359, where can uh where can someone find you?

SPEAKER_00 59:29

If I can help anybody at all, you know, please feel free. Uh go to our website. It's www.assetprotectionatorneys.com. Um, and even happy to send you uh complimentary copies of our latest books.

SPEAKER_01 59:44

Guys, thanks again for tuning into the Gold Coast Podcast. I'm your host, Eric Weingard. Make sure to like and subscribe, and please forward this information on to someone that you think might find it useful. We'll see you again.