Brooke Lively specializes in helping entrepreneurs turn their companies into profitable businesses by working with closely held companies with revenues up to 10 million dollars. Prior to consulting, Brooke was the full-charge administrator for a seven-figure small law firm which she helped to build from the ground up. She also serves as a Receiver in Texas with a special interest in family owned and operated companies and other assets in dispute. Her 6 Key Numbers book series which includes 6 Key Numbers® Every Entrepreneur Should Know and 6 Key Numbers Every Psychologist Should Know is soon to be followed by an edition for Attorneys. Brooke co-authored a book in 2012 on the subject of receiverships titled Controlling, Protecting and Monetizing Assets in Dispute. Before entering the legal industry, she covered a wide range of public companies as an Equity Analyst with Lindus Advisors. She worked with Prides Capital and Bain Consulting where she gained corporate finance experience by working on a restructuring project taking a company private. Brooke holds an MBA with a double concentration in Investments and Corporate Finance from Texas Christian University in Fort Worth, Texas, and has been awarded the prestigious Chartered Financial Analyst designation. What you’ll learn about in this episode: How Brooke came to the idea for her book From Panic to Profit: How 6 Key Numbers Can Make a 6 Figure Difference In Your Law Firm How Brooke identified six KPIs in six categories that make the biggest difference in law firms, and what the difference is between a leading indicator and a lagging indicator How the first of Brooke’s categories is “cash” and the key indicator is your “cash flow forecast” Why most law firm owners care most about the second category of “ideal ratios”, and why the truly important number in that category is owner compensation Why the third category is production, and why the key indicator here is WIP (your work-in-progress) Why the fourth category is your budget vs. actual report, and why this lagging indicator is important to view every month Why the fifth category is marketing and sales, and why the key number in this category is the number of sales calls that are booked Why the final category is case management, and why the critical leading indicator in this category is your net new cases How to determine the amount of money you should be investing in your marketing, and how changing a firm’s fee agreement can make a drastic change Brooke shares how any million-dollar firm can make an extra $150,000 a year by adjusting their fee agreement without doing a single hour of extra work Resources: From Panic to Profit by Brooke Lively: https://amzn.to/39h9rUV Website: www.cathcap.com Email: brooke@cathcap.com LinkedIn: www.linkedin.com/in/brookelively/ Additional Resources: PILMMA’s Super Summit 2020: https://www.pilmma.org/pilmma-super-summit-2020/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ 

Grow Your Law Firm

The Six Key Numbers You Need to Know, with Brooke Lively

Ken Hardison has fought for people’s rights as a trusted personal injury lawyer for over 35 years. His ethics, integrity, and passion for his clients helped to build one of North Carolina’s most successful firms, Hardison & Cochran, and a successful Social Security disability firm, Carolina Disability Lawyers, in Myrtle Beach, South Carolina. Now, as owner and publisher of the law firm management website, Law Practice Advisor, and founder and president of PILMMA, Ken devotes his time to helping attorneys build their own preeminent law practices with proven marketing strategies and management resources. Ken has been recognized as one of the top 100 Trial Lawyers in North Carolina and is a member of the exclusive Million Dollar Advocates Forum. Systematic Marketing is his tenth book. Ken has authored 5 books on marketing and managing law firms. He is a sought-after speaker throughout the country on marketing and managing law firms. Ken is known as the “Millionaire Maker” due to his coaching clients doubling and quadrupling their law practices and income following Ken’s practice growing advice and insights. Ken lives in North Myrtle Beach, SC where he enjoys playing golf and fishing when he is not helping lawyers grow their practices. What you’ll learn about in this episode: Why getting people to visit your homepage is only half the battle, and why the page must be designed correctly to turn visits into conversions Why lead generation and website conversion improvements are cost-effective changes you can make today Why too many firms’ websites are designed to say the same thing, and why standing out from your competitors is critical Why a large, eye-catching headline at the top of your page is vital for grabbing visitors’ attention instantly How a short, concise video clip explaining what your home page’s headline means can help visitors focus on your messaging Why you need to create some sort of free, downloadable lead magnet offered prominently on your page How your lead magnet can capture visitor’s email addresses and allow you to follow up with an autoresponder program and a series of emails How taking these above steps can help you increase the amount of time visitors stay on your page, subsequently helping improve your Google rankings Why does your homepage need to answer two questions: do they need a lawyer? And if they do, why should they choose your firm over the competition? Why offering live chat through your website can increase your conversion rate by as much as 15-20% Resources: VidCHOPS Video Editing Service: https://vidchops.com Fiverr Freelancer Marketplace: www.fiverr.com Additional Resources: PILMMA Super Summit: www.pilmma.org/pilmma-super-summit-2020/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ 

Improving Your Website Homepage Conversions, with Ken Hardison

Matt Dubin has spent more than 20 years honing his skills as one of the top personal injury lawyers in the State of Washington. In his career, Matt has focused on protecting consumers from dangerous household products, medical mistakes, roadway accidents, and many other causes of injury. Matt has recovered nearly $20 million on behalf of his clients. Matt has received numerous honors and awards for his advocacy on behalf of consumers and injured people. He has earned a rare “AV Preeminent” rating from Martindale-Hubbell, the highest rating available for legal ability and ethical standards. Matt has been recognized as a Top 10 Personal Injury Attorney in the Nation by the National Academy of Personal Injury Attorneys, and a Top One Percent Lawyer by the National Association of Distinguished Counsel. He has been named a Top 100 Lawyer by the National Trial Lawyers. Beyond his stellar results as an advocate for his clients, Matt has made it his mission to educate the public about the personal injury process, and their rights in that process. He has given countless presentations about insurance coverage and the rights of the injured. In 2015 he consolidated his presentations into a book entitled “Maximizing Your Injury Claim; Simple Steps to Protect Your Family After an Accident.” This book remains a bestseller in the category of Personal Injury books on Amazon and other booksellers. Matt graduated from Yale University in 1990. He obtained his law degree from the University of Washington in 1995. He lives in Seattle with his wife, Elizabeth, and his son Abraham. When he is not working, Matt enjoys spending time with his family, coaching his son’s little league baseball team, singing with his synagogue, hiking, and camping. What you’ll learn about in this episode: How Matt discovered his love for standing up for the little guy against the big insurance companies and pursuing justice How Matt started his own firm and began expanding, and how discovering and joining PILMMA helped Matt become more intentional with his firm’s growth How Matt reached a growth plateau and couldn’t figure out how to continue to grow, and how his in-laws and PILMMA helped Matt breakthrough Why setting clear goals for yourself and for your firm is the vital first step in recognizing what you need to do to get there How Matt has learned to craft a vision for his goals both in his professional life as well as in his personal life with his family Why following key performance indicators closely can help you make better decisions, identify bottlenecks, and become more efficient and do more with less Why empathy, gratitude, and compassion have helped Matt and his team differentiate themselves from competitor firms What key steps Matt recommends for owners of small law firms who want to start growing their firms Why finding the right balance between management and marketing is vital for ensuring that your firm grows without your team feeling overworked Why knowing what you want and then doing everything in your power to get there will virtually guarantee your success Resources: Website: www.dubinlawgroup.com LinkedIn: www.linkedin.com/in/matthewdubin1/ Additional Resources: PILMMA’s Super Summit 2020: https://www.pilmma.org/pilmma-super-summit-2020/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ 

Having a Clear Vision for Your Firm, with Matt Dubin

Jason Hennessey is an internationally known search engine optimization (SEO) expert, author, and speaker. Since 2001, Jason has been a vigorous student & practitioner of search marketing dissecting, testing, debunking, and reverse-engineering the major search algorithms. Jason attended the University of Nevada Las Vegas, where he studied Business Management. In 2009, he founded Atlanta-based marketing agency Everspark Interactive, growing it to become a large player in the digital marketing space. After selling Everspark in 2015, Jason moved to California, where he founded Hennessey Digital to provide SEO and digital marketing services for growing companies. Hennessey Digital was named to the 2019 Inc 500 list of fastest-growing companies in America. What you’ll learn about in this episode: Why doing SEO correctly means you don’t have to become overly concerned with social media and search engine algorithm updates Why reviews are important, and how the Google Trusted Photographer is a best-kept secret for yet another way to improve your search results Why video is critically important for increasing the length of time site visitors stay on your website, and why this metric matters What best practices, tools, and strategies you can use to create and upload great video content Why content that you add to your homepage should also be included in internal pages across your website How you can use Google’s PageSpeed Insights page to improve the loading speed of your firm’s website Why pay-per-click advertising may or may not be worthwhile due to its high cost, and why it’s important to track your conversion rate to determine if it is profitable Why the SEMrush tool can provide you a great deal of visibility into your website’s effectiveness and financial value, as well as checking on your competitors How Google Vision uses artificial intelligence to scan images on your website to add information to your local listings Resources: Google PageSpeed Insights: https://developers.google.com/speed/pagespeed/insights/ SEMrush tool: https://www.semrush.com/ Website: www.hennessey.com Website: http://lmbtgroup.com/ LinkedIn: www.linkedin.com/in/jhennessey/ Additional Resources: PILMMA’s Super Summit 2020: https://www.pilmma.org/pilmma-super-summit-2020/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ 

Optimizing Your Website and Content, with Jason Hennessey

Gregory H. Herrman has been committed to providing quality legal representation for injured accident victims in the Corpus Christi area and the Rio Grande Valley for many years. A native of Hays, Kansas, Herrman comes from a family of lawyers. His father had a general practice in Hays, and an uncle and grandfather also were attorneys. He came to Texas and received a B.A. in Liberal Arts from the University of Texas in 1982 and his J.D. from Baylor University School of Law in 1986. During his undergraduate years, he worked his way through school by selling Kirby vacuum cleaners door to door and started his own Kirby franchise during law school. After getting his J.D., Herrman joined a firm in Corpus Christi, handling both plaintiff’s personal injury and insurance defense cases. After five years, he joined his brother, David, and another attorney to form their own law firm committed solely to representing injured accident victims. Herrman has maintained that focus in his practice ever since. He has had a hand in many significant resolutions on behalf of his clients, including multiple seven-figure settlements. While big wins are satisfying, Herrman takes the same professional satisfaction from successful outcomes for clients with smaller cases. While Herrman’s primary joy in life is providing service to residents of the Corpus Christi area and Rio Grande Valley, he also enjoys fishing, hunting, sailing, hiking, skiing, and keeping fit. What you’ll learn about in this episode: How Greg’s firm has rapidly grown over just a few years, and why he attributes Google to its growth How Google advertising has overtaken television to be Herrman and Herrman’s biggest source of new business How Google reviews have become a cornerstone of Greg’s firm’s marketing efforts, and how they respond to all their reviews How Greg and the team respond to negative reviews with intentionality and carefully worded responses What sort of social media campaigns Herrman and Herrman employ to generate buzz, including a recent giveaway of 60,000 face masks How Greg and the team work out referral arrangements with other firms who specialize in other areas of law How Greg works to keep his team motivated by treating them the way he would want to be treated Why getting on the front page of Google search and into the Google Maps “three-pack” is vital, and why partnering with a firm that specializes in SEO is a gamechanger Why setting up an office away from other lawyers and in the middle of the heaviest population area in your city is the key to getting into the three-pack Resources: Website: www.herrmanandherrman.com/ LinkedIn: www.linkedin.com/in/herrmanandherrmanpllc/ LinkedIn: www.linkedin.com/company/herrman-&-herrman/ Additional Resources: PILMMA’s Super Summit 2020: https://www.pilmma.org/pilmma-super-summit-2020/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ 

Google! Google! Google!, with Greg Herrman

Ken Hardison has fought for people’s rights as a trusted personal injury lawyer for over 35 years. His ethics, integrity, and passion for his clients helped to build one of North Carolina’s most successful firms, Hardison & Cochran, and a successful Social Security disability firm, Carolina Disability Lawyers, in Myrtle Beach, South Carolina. Now, as owner and publisher of the law firm management website, Law Practice Advisor, and founder and president of PILMMA, Ken devotes his time to helping attorneys build their own preeminent law practices with proven marketing strategies and management resources. Ken has been recognized as one of the top 100 Trial Lawyers in North Carolina and is a member of the exclusive Million Dollar Advocates Forum. Systematic Marketing is his tenth book. Ken has authored 5 books on marketing and managing law firms. He is a sought-after speaker throughout the country on marketing and managing law firms. Thomas Pivnicny’s bio: Thomas Pivnicny concentrates his practice in the areas of Workers’ Compensation, Personal Injury, and Car Accidents. Thomas is one of our most experienced lawyers in Pennsylvania. During law school and before joining the firm, Thomas completed clerkships with three different judges of the Court of Common Pleas of Philadelphia County, including Judge Denis P. Cohen, Judge Glynnis D. Hill, and Judge Marlene F. Lachman. In his free time, Thomas enjoys spending the day with his wife, son, daughter, and their two cats, as well as exercising, playing the guitar, and snowboarding. Tiana Hardison’s Bio: Tiana Hinnant Hardison has practiced law for 29 years, with an emphasis on personal injury and disability law, and now balances her time and energies between practicing law and working with PILMMA. You may contact Tiana at tianamhinnant@gmail.com. Alan Crone’s Bio: Alan Crone’s personal role model is St. Ignatius of Loyola, founder of the Jesuits, who taught that, because God can be found in our everyday work, all work is important. That’s why he listens so carefully to his clients and takes their concerns to heart. Founder of the Crone Law Firm, he is their Team Leader. Whether he’s helping achieve a business dream or seeking compensation for someone who’s been treated unfairly, he draws from a deep well of compassion and experience. He’s a master at devising winning strategies and innovative tactics. Episode Overview: In this special audio replay from a PILMMA webinar held on June 16, 2020, where Ken Hardison and his panelists shared best practices for reopening law offices during the global pandemic. What you’ll learn about in this episode: Thomas discusses steps his firm has taken to adapt to the changing realities of life under pandemic and working remotely How Thomas and his team are working to maintain social distancing guidelines, sanitize the office, and limit in-person exposure to others where possible What steps Thomas’s firm is prepared to take to shut down and professionally sterilize the office should an employee become sick How interactions with clients and potential clients are changing at Thomas’s firm’s offices during social distancing Tiana discusses the importance of being cognizant of your state and local health guidelines for reopening Tiana shares the four “P’s”: people, place, plan, and process, and she explains why these need to be kept in mind when preparing to reopen your office Why Tiana believes a hybrid solution of working in person and working remotely may be the best option for many firms. Alan discusses key liability concerns that business leaders and, in particular, law firm practice owners need to know Why Alan believes that legal compliance isn’t just necessary to protect yourself but is also good business How laws granting employees leave are still in place but have also been added to with two new kinds of leaves created by the CARES Act Why Alan recommends consulting with an employment lawyer in your area with regards to your responsibility as an employer Resources: OSHA COVID-19 Guidance Resource: https://www.osha.gov/Publications/OSHA3990.pdf Thomas Pivnicny’s LinkedIn: www.linkedin.com/in/thomaspivnicny Tiana Hardison’s LinkedIn: www.linkedin.com/in/tiana-hinnant-3923a853/ Alan Crone’s LinkedIn: www.linkedin.com/in/alancronememphislawyer/ Additional Resources: PILMMA Super Summit: www.pilmma.org/pilmma-super-summit-2020/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ 

PILMMA Roundtable Discussion: Reopening Your Firm Safely, with Ken Hardison, Thomas Pivnicny, Tiana Hardison, and Alan Crone

Lashonda Council-Rogers, a Sumter, South Carolina native, is the founder and owner of Council & Associates, LLC. Council-Rogers has over a decade of extensive legal experience advising clients on a wide variety of matters. Council-Rogers is an accomplished litigator and respected member of the legal community. Her years of experience have helped her become a skilled negotiator with the ability to provide highly effective legal counsel. Prior to launching Council & Associates, LLC, Council-Rogers worked at a corporate law firm where she advised clients on numerous issues, including, but not limited to, contractual disputes and land-use conflicts. Council-Rogers’ sole focus is now representing individuals who have been injured due to tractor-trailer accidents, automobile accidents, and daycare center abuse. Council-Rogers has successfully recovered millions of dollars on behalf of her clients. What you’ll learn about in this episode: How Lashonda realized the importance of focusing on the right social media platforms to reach her target audience rather than trying to be everywhere at once What strategies Lashonda is using on Facebook to build her audience, gain traction, and increase engagement Why Lashonda believes that authenticity drives engagement, and how she gets ideas for content to share on Facebook Live How 90% of the content Lashonda creates isn’t related to legal issues, and how that helps her capture viewers’ attention How Lashonda turns to her own needs as a consumer for inspiration, and how she helps promote local businesses and entrepreneurs Why Lashonda believes that taking action now is more important than creating perfect, polished content Why the human interaction available with Facebook Live is a critical component for Lashonda, and what tools you need to take advantage of Facebook Live How Lashonda tracks interactions to be able to quantify what is and isn’t working, and why the majority of her Facebook Live posts are pre-recorded Why Lashonda tries to focus on discussing topics to pre-record for Facebook Live that are evergreen and can be banked and used later Why using a tracking number is vital for seeing that your efforts are working, and why overthinking things is a danger you should avoid Resources: Email: lrogers@thecouncilfirm.com Website: https://thecouncilfirm.com/ Be.Live Live Streaming Tool: www.belive.tv LinkedIn: www.linkedin.com/in/lashondacouncil/ Additional Resources: PILMMA’s Super Summit 2020: https://www.pilmma.org/pilmma-super-summit-2020/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ 

Great Content Doesn’t Have to be Perfect Content, with Lashonda Council-Rogers

Jason Melton is an attorney with nearly twenty years of experience practicing law. As a Managing Partner at Florida legal firm Whittel & Melton LLC, Jason specializes in catastrophic damages and trial advocacy arising in personal injury, wrongful death, criminal defense, and employment disputes. Jason is also a founding member of NAMIL, the National Academy of Motorcycle Injury Lawyers. Prior to going into private practice, Jason worked as an Assistant State Attorney in the Miami-Dade County State Attorney’s Office. What you’ll learn about in this episode: How Jason’s career began by working as a prosecutor in Miami before working in private practice and then founding his own firm How Jason became a founding member of NAMIL, the National Academy of Motorcycle Injury Lawyers, and how the group has helped Jason with the intricacies of motorcycle cases What three key practices Jason recommends to any lawyer who wants to further grow their practice, and why you should be yourself and develop your professional personality How Jason started out working in traffic tickets, and why he felt passionate about his work even though others had advised him not to work in traffic court How Jason first got involved with PILMMA and with the mastermind group, and what value and sense of empowerment he has received from his membership Why joining a mastermind can help you recognize and identify “the things you don’t know that you don’t know” How the global pandemic outbreak is altering Jason’s law practice, and why he sees the virus as a stress test to show firms what is and isn’t working for them How PILMMA’s mastermind has helped Jason keep up with the many changes being brought about by the pandemic Why networking with non-criminal lawyers, marketing to your own clients, and forming connections with people in the criminal industry can be powerful marketing tools Resources: Website: www.thefllawfirm.com LinkedIn: www.linkedin.com/in/jason-melton-206990/ Additional Resources: PILMMA’s Super Summit 2020: https://www.pilmma.org/pilmma-super-summit-2020/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ 

The Importance of Authenticity, with Jason Melton

Harlan Schillinger has four decades of experience in legal advertising with a passion for legal marketing, intake, and conversion. Harlan is widely considered the Grandfather of Legal Advertising, being the very first in the Legal field to produce and market Television Advertising for the Legal community. Harlan’s commercials started airing throughout the country in 1978-79. Harlan has worked with more than 130 law firms in over 98 markets throughout North America. Currently, he is consulting privately only with lawyers who share his vision of increasing business, being accountable, and obtaining high-value cases. He takes, perhaps, the most unique and accountable approach to intake and conversion and insists on complete accountability within that arena. In April 2016 Harlan retired from Network Affiliates of Lakewood, Colorado, the nation’s first and largest Full-Service Legal advertising agency, where he was the leader of their attorney marketing efforts for over 34 years. Before joining Network Affiliates in 1985, Harlan was Vice President and one of the founding partners of Madison, Muyskens & Jones advertising agency in Lakeville, Connecticut. In 1975, along with his partners, Harlan founded the first syndication TV production firm for high-end retailers and Lawyers, creating television commercials that aired throughout the United States and Canada. What you’ll learn about in this episode: How Harlan began legal advertising on television all the way back in 1978, and how he joined Network Affiliates and has worked with top lawyers all over the nation How new client acquisition has changed significantly over the course of Harlan’s career, and how the internet has completely altered the face of legal marketing How few firms are “players” in the internet legal marketing space despite almost all firms having a website, and why “what you don’t know, you don’t know” How today’s TV audience is much more fragmented due to the advent of streaming services and the decline of network television What key mistakes Harlan sees lawyers often make, and why complacency and following other lawyers’ methods without innovating are critical errors Why many firms have significant room to improve their intake conversion processes, and why large and small firms deal with different problems with the same end results Why social media is an increasingly powerful platform, especially during the pandemic, and why video content is the key to unlocking social media’s potential How YouTube is one of the most powerful search engines on the internet, and why hiring the right people to help you create your YouTube presence is necessary Why the secret to reaching people and getting your message across is to understand what content people are consuming and how they consume it Why differentiating yourself from your competitors and offering a unique value proposition is a necessary ingredient for growth Resources: Website: www.harlanschillinger.com LinkedIn: www.linkedin.com/in/harlanschillinger Additional Resources: PILMMA’s Super Summit 2020: https://www.pilmma.org/pilmma-super-summit-2020/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ 

Client Acquisition in the Internet Age, with Harlan Schillinger

Ken Hardison has fought for people’s rights as a trusted personal injury lawyer for over 35 years. His ethics, integrity, and passion for his clients helped to build one of North Carolina’s most successful firms, Hardison & Cochran, and a successful Social Security disability firm, Carolina Disability Lawyers, in Myrtle Beach, South Carolina. Now, as owner and publisher of the law firm management website, Law Practice Advisor, and founder and president of PILMMA, Ken devotes his time to helping attorneys build their own preeminent law practices with proven marketing strategies and management resources. Ken has been recognized as one of the top 100 Trial Lawyers in North Carolina and is a member of the exclusive Million Dollar Advocates Forum. Systematic Marketing is his tenth book. Ken has authored 5 books on marketing and managing law firms. He is a sought-after speaker throughout the country on marketing and managing law firms. Ken is known as the “Millionaire Maker” due to his coaching clients doubling and quadrupling their law practices and income following Ken’s practice growing advice and insights. Ken lives in North Myrtle Beach, SC where he enjoys playing golf and fishing when he is not helping lawyers grow their practices. What you’ll learn about in this episode: Why writing a book is easier than you may think and serves as a fantastic way to market your law firm Why a book can help you stand out from your competition and position you as a trusted expert and resource for your prospective clients How there are eleven different ways to leverage your book to generate new clients and double your referrals Why 20% of past clients won’t refer you no matter what, 20% will always refer you, and it’s the other 60% that you need to help refer you How a book can help you not just generate clients directly but also can encourage other professionals to refer you How interview-style infomercials on local TV or radio stations can be a great, inexpensive way to leverage your book How you can repurpose the content in your book in numerous ways including in blog entries and tip sheets What publication options are available to help you get your book printed, and how you can even license books directly from PILMMA Why you should write your book at the seventh-grade level, and why it doesn’t matter much if the people you give your book to actually read it Why including “questions you should ask when evaluating a lawyer” in your book can position you to be the logical choice, and why a title that catches interest is critical Resources: Hemingway Editor: www.HemingwayApp.com PILMMA Publishing: www.pilmma.org/publishing Additional Resources: PILMMA Super Summit: www.pilmma.org/pilmma-super-summit-2020/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ 

Publishing a Book to Get More Clients, with Ken Hardison

Nicholas Veser began his career at an early age on stage and in front of the camera. His creative and leadership strengths eventually landed him Director of Business Travel Sales for The Ritz Carlton, Battery Park in Manhattan. Nicholas then decided to revisit his original passion and joined on with an international media company as a Creative Director and ultimately became Senior Producer for many shows produced by the company. In 2008, he was promoted to Senior Vice President of Production where he thrived in the free and creative environment that he cultivated for the many Scriptwriters, Production Coordinators, Editors, Traffic Coordinators, and Directors of Photography. Under his leadership, the team achieved tremendous success including 32 Telly Awards over a 5-year span. What you’ll learn about in this episode: How Nick and his wife found their calling helping third-party political candidates get high production value video messages out Why video can be a powerful marketing and messaging tool for law firms, and why a brand video is just the tip of the iceberg of the types of videos a firm can create How firms are using diverse topics in their videos to help humanize their firms and entertain and capture the attention of their audiences Why law firms should have a YouTube channel to boost their presence and maximize their web search rankings Why a mix of both organic and professionally produced content can be valuable for your YouTube channel Why sound quality is more important than video quality when you are creating your own video content Why a great thumbnail image is the biggest deciding factor in whether a potential viewer will decide to click on your video How Vimeo differs from YouTube, and how each platform has certain benefits and advantages over the other Why your videos should focus on your clients and their needs rather than focusing on yourself and your firm Why authenticity and allowing your personality to come through in your videos is the key to making an impact Resources: Website: https://libertylinkmedia.com/ Email: jnicholas@libertylinkmedia.com Telephone: (610) 203-25502 LinkedIn: www.linkedin.com/in/j-nicholas-veser-a7671859/ YouTube: https://www.youtube.com/channel/UCYuHsmTqkkvEY7DV2gucYHg Additional Resources: PILMMA’s Super Summit 2020: https://www.pilmma.org/pilmma-super-summit-2020/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ 

Marketing Your Firm Through the Power of Video, with Nick Veser

Myrtle Beach, SC Personal Injury Attorney Justin M. Lovely received his B.S. from the University of Tennessee at Knoxville, cum laude in 2004. While at Tennessee, Justin majored in Finance. In his free time, Justin developed his boxing skills as an amateur Golden Gloves Boxer in the Knoxville area. He was Vice President of the Pi Kappa Phi Fraternity and participated in several community service projects in the Knoxville, TN Area. After earning his finance degree from Tennessee’s nationally-ranked business school, Justin was provided the opportunity of attending the Appalachian School of Law where he completed his Juris Doctor. While in law school, he was named to the dean’s list and was a member of the Phi Delta Phi legal fraternity. In addition, he was an active member of the Criminal Law Society, Environmental Law Society, Moot Court Team, and the Energy and Mineral Law Foundation. Justin focused his practicum course load on Family Law and Small Business Entities. Justin’s experience includes a judicial clerkship for the Honorable Judge Tony Stansberry of Knoxville, TN. He assisted the General Sessions Judges in all aspects of criminal law as well as civil litigation. After this experience, he accepted a position with the Knox County Public Defender providing criminal defense to indigent defendants. Justin is admitted to practice in all South Carolina Courts and the U.S. District Court for the District of South Carolina. Justin is also a member of the South Carolina Association for Justice, the State’s Trial Lawyers Association. Justin has been seen on MTV’s Teen Mom 2. He has answered legal questions on a Monday morning radio show on WRNN for the Myrtle Beach listening area and is often asked to give commentary to local television stations on criminal and civil legal matters. Justin has been asked to speak at legal conferences about the success of his law firm. When he is not helping clients, you can usually find him on the water fishing for whatever game fish is biting. What you’ll learn about in this episode: Why Justin believes the main reasons for his firm’s success are their ability to get things done and having the support of his wife What steps Justin and his firm are taking to survive through the current coronavirus pandemic, and how their marketing strategies have adapted What tools and resources Justin and his firm use to reach out to their clients and keep them informed during the lockdown Why getting real Google Business reviews can be worth more than advertising, and how Justin and his team encourage clients to leave reviews How Justin’s team is using video to get their message out, and what tools they use to create social media content videos Which three marketing tactics generate the most business for Justin’s firm, and what kinds of results they see What advice Justin would offer to lawyers just starting out, and what suggestions he has for navigating the challenges of the pandemic Why masterminds are a great opportunity to learn from more experienced lawyers who have already dealt with the challenges you may be facing in your business now Why setting goals and taking action are vital steps, and why it is important to spend a few hours a week strategizing Resources: Website: www.justiceislovely.com LinkedIn: www.linkedin.com/in/justin-lovely-myrtle-beach-injury-lawyer/ Drop Cowboy customer engagement service: www.dropcowboy.com GatherUp online review engine: https://gatherup.com/ Lumen5 social media video maker: https://lumen5.com/ Additional Resources: PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ 

Tools and Strategies for Effective Content and Communication, with Justin Lovely

Pamela DeNeuve began working with lawyers in Los Angeles, California in 1992 and has worked with AM 100 law firms throughout the US and abroad ever since. With over two decades of experience under her belt in business development, professional and personal life strategy and accountability coaching, Pamela has gained key insights into the cause-and-effect relationship between office morale, physical, mental and emotional health, AND lawyer and law firm productivity, profits and growth. Pamela has helped thousands of people with her accountability coaching programs. She has developed a lawyer and law firm-specific intensive program to cater to our current crisis in lawyer well-being. With this program, she has helped hundreds of focused, successful lawyers and law firms achieve peak performance. She coaches her clients to move their practice to the next level in order to build and sustain lasting legacies. What you’ll learn about in this episode: Why lawyers are under a tremendous amount of stress in their jobs, and how the coronavirus pandemic has added to that stress Why lawyers put a higher level of expectation on themselves than on those around them, and why working from home adds new challenges Why Pamela believes it is important to first acknowledge the amount of stress and pressure you are under and accept that stress is a normal reaction Why the stress of isolating with your family can be highly disruptive to your work, and why it is important to be clear in your boundaries and expectations Why you shouldn’t worry about the chaos around you but should instead channel that energy into serving your clients How “worker bees”, “worriers”, “turtles” and other personality types deal with stress differently, and why it is important to understand your type How regular physical exercise can help you get rid of excess energy and can help reduce your stress levels Pamela offers ideas for conducting video-based referral meetings and tips for lawyers who are struggling under the new normal of these crisis conditions Why it is important to separate home life and office work, and why keeping the peace with your family and avoiding boredom is critical Why you should remember that you will get through the crisis and can come out the other side stronger than before Resources: Call for a free 30-minute consultation with Pamela: (904) 607-1211 Website: https://pameladeneuve.com/about/ Website: https://mapforlawfirms.com/ LinkedIn: www.linkedin.com/in/pameladeneuve/ Additional Resources: PILMMA’s Super Summit 2020: https://www.pilmma.org/pilmma-super-summit-2020/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ 

Managing Stress During the Shutdown, with Pamela DeNeuve

Alan Crone’s personal role model is St. Ignatius of Loyola, founder of the Jesuits, who taught that, because God can be found in our everyday work, all work is important. That’s why he listens so carefully to his clients and takes their concerns to heart. Founder of the Crone Law Firm, he is their Team Leader. Whether he’s helping achieve a business dream or seeking compensation for someone who’s been treated unfairly, he draws from a deep well of compassion and experience. He’s a master at devising winning strategies and innovative tactics. Sometimes the only thing to do is file a lawsuit and fight it out in court. And other times it’s better to negotiate a settlement. Either way, Alan knows how to get the best outcome. A fifth-generation native of Memphis, Tennessee, he is a voracious reader and semi-avid golfer. The art of political negotiation has always fascinated him. He has been active in local and state politics for more than 22 years. He is the former head of the Shelby County Republican Party and currently serves as Special Counsel to the Mayor of Memphis. He is also the very proud father of three children and is devoted to his wife Allison. What you’ll learn about in this episode: What law firms and other business owners with fewer than 50 employees need to know when it comes to the paid leave provided by the federal government in the CARES Act How the Family Medical Leave Act (FMLA) has been amended to include leave for employees who are caring for a minor child due to their school being closed for coronavirus How employers who are paying leave under the FMLA amendment get a tax credit, and why employees who can work remotely from home are exempted under this form of leave How emergency paid sick leave has been created under the Fair Labor Standards Act to cover employees subject to a federal, state or local quarantine or isolation order What significant differences exist between furloughing an employee and laying them off, and how each impacts an employer Why the biggest problem Alan sees in law firms is a lack of objectivity when it comes to hiring and firing, especially at smaller firms Why professional staff like paralegals and secretaries are generally not exempt from overtime, and why clearly communicating your expectations to your team is critical How well-documented disciplinary actions such as write-ups can help legally protect your firm after termination, and why an employee handbook is a valuable tool Why it is important to regularly review job descriptions and have a clear understanding of what your employees do every day Why Alan strongly recommends you consider applying for the forgivable Paycheck Protection Loan Resources: Website: https://cronelawfirmplc.com/blog/team/alan-g-crone/ Telephone: (901) 737-7740 Email: acrone@cronelawfirmplc.com LinkedIn: www.linkedin.com/in/alancronememphislawyer/ Facebook: www.facebook.com/thecronelawfirm/ Additional Resources: PILMMA’s Super Summit 2020: https://www.pilmma.org/pilmma-super-summit-2020/ PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ 

Understanding Employer Obligations Under the CARES Act, with Alan Crone

Luke Russell founded Russell Media in 2009 after working in web development since 2006, but Russell Media isn’t the first business he owned. That distinction goes to his first venture of collecting rock crystals from the playground in grade school and selling them to the other students for $0.50 apiece! Luke is proudly a family man. He married his best friend Stefani in 2012, and they have a daughter and son who amazes Luke every day. He loves playing board games and the intellectual challenges that come with it – he even built a custom gaming table to “feed the need” at home. On the business side of things, Luke has been honored to travel the country and speak at conferences and private engagements about websites and social media marketing. He worked as a contracted Director of Marketing for a national law firm for almost four years. One of Luke’s biggest strengths lies in his ability to take a topic and distill it into simple terms so that people can understand and take action accordingly. What you’ll learn about in this episode: How Luke first came to work with the legal industry, and how he began to focus his attention on designing Facebook advertising campaigns for law firms How the global pandemic has impacted advertising and social media, and in particular trends in Facebook advertising What content Luke recommends lawyers use for their Facebook ads, and why being compassionate and informed is critical during the global crisis Why lawyers are in a great position to be a knowledge resource for people during this confusing and concerning time What content to avoid posting, including content that is overly enthusiastic, and why it is important to match the current tone Why it is important to remember that you aren’t here to make a profit from other people’s suffering but rather provide a service people need Why you should consider the knowledge you possess that business owners and business professionals need to know during the crisis Why creating free content can be a powerful way to help educate people and market yourself without being insensitive during widespread suffering Why building an email list and then sending them frequent free content updates is a powerful marketing strategy How Facebook is developing a grant program you need to know about, and why warning people about COVID-19 scams is a vital service Resources: Email: luke@russellmedia.us Schedule a call with Luke Russell: https://callluke.com/ Website: https://russellmedia.us/ LinkedIn: www.linkedin.com/in/lukewrussell/ Additional Resources: PILMMA’s free Coronavirus Survival Kit: www.pilmma.org/free-resources/ Strategic Attorney Coach: https://www.pilmma.org/strategic-attorney-coach/ PILMMA Join Page: www.pilmma.org/marketing-lawyers-law-firm-management/ 

Marketing Your Firm During a Crisis, with Luke Russell

In today’s competitive legal market, your firm has to deploy the most innovative legal marketing and management tactics available to cut through the noise. The Grow Your Law Firm podcast is dedicated to exploring the hottest topics and trends in that area, bringing new ways to grow and scale your firm in every episode. If you are interested in building your practice while achieving larger profits, less stress, and a more balanced life, you’ve come to the right place.

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Grow Your Law Firm

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