attorney marketing

Douglas Bridges recently, posted in the Lawyer Marketing Facebook Group. He is a patent attorney, but he’s a specialized patent attorney. Basically, what he does is he represents patent owners before they patent trade in appeals boards. It’s obviously a very niche area.

What he’s looking for are other patent attorneys, not consumers. He’s looking for a very niche type of client looking to connect with other lawyers that need to appeal. In short, he’s asking me what the best strategy for his law firm is.

In this situation, I think the social media strategy that I’ve been telling everyone they need to get on is obviously a good strategy for this. This works for everything. It works whether you’re a personal injury, a family law, intellectual property, or a patent appeal specialist.

Creating A Cheat Sheet For Parent Attorneys

Let me demonstrate how it can work for him. Douglas is going to need to create some bait. The bait can be a PDF, a cheat sheet, etc.

The topic should be something that’s going to solve a small problem or give ideas and information to the lawyers that would likely be his client. For example, he could create a PDF entitled “Five Legal Arguments to Consider Before Filing A Patent Appeal” or something like that.

It needs to be really specific but appeal to any attorney that is working on patents. I would even do something along the lines of “X Number of Ways to Ensure That Your Patent Will Hold Up In Case of Appeal” or something like that. Something that’s going to get you in front of lawyers that work on patents.

Creating A Facebook Group

What you’re going to do is you’re going to create a Facebook group. You could call it Patent Lawyers United or Patent Lawyers of America. You want to start creating high-quality content and also build an email list so that you can start sending emails every single day to these lawyers with more information.

What you’re trying to do is create yourself as the authority on patent appeals. It doesn’t have to be technical information at all. It can be stories about different cases that you want or interesting arguments that you’ve used.

What’s going to happen is that patent lawyers and intellectual property lawyers are going to start looking at your information and see you as the authority on patent appeals. They’re going to start contacting you because most of these, from what I understand, are very specialized. What’s going to happen is as they have these types of cases, they’re going to start looking at you. They’re going to start reaching out to you asking for your advice, and then eventually, they’re going to start hiring you. It’s all because you’re creating high-quality content that you can send to them.

Using Facebook Targeting

How do you target patent lawyers? That’s really easy. You run Facebook ads to them. The nice part about Facebook is that everyone is on Facebook and they’ve got a lot of targeting options.

What you can do is create a standard Facebook campaign that targets people on Facebook who have their job title as patent attorney or trademark attorney. You can also choose patent attorney as an interest. This is also people that have shown interest in things that a patent attorney does. We can also see what else Facebook suggests. Typically, I don’t usually look at the suggestions. But sometimes, in cases like this, I do.

You can do corporate lawyers, who probably deal with some patent issues. You can do, United States Patent and Trademark Office because people that are patent attorneys are going to be going to the United States Patent and Trademark Office quite a bit.

As you can see, we’ve got a potential reach of 81,000 people here. You could absolutely really start filtering down and start identifying patent attorneys.

How To Utilize Lookalike Audiences

Another thing you can do if you have a list of current clients or a list of patent attorneys, you can go into Facebook and take those email addresses and upload them as a lookalike audience. Then, Facebook will find more people that are similar to those patent attorneys.

Can This Strategy Work For All Law Firms?

This strategy can work for all practice areas. For example, if you’re a personal injury attorney or a car accident attorney,  it can work for you. If you’re a patent attorney that specializes only in appeals, and you want to reach other patent attorneys, that’s the great part about this is that the richest are in the niches, as they say. If you niche down and you really stay focused, then you can be the absolute expert in your field, whatever that field happens to be.

Personal Injury & Criminal Defense Lawyers: Here’s How to Use a Facebook Group

Never Hire A Cheap Marketing Company For Your Law Firm

I’m going to teach you something that is extremely effective, and it’s the absolute easiest way for you to pump out really high-quality videos without a lot of time, and it’s a very easy to follow script.

It’s called the who, what, why script and there are three elements, there’s who are you, what are you talking about, and why should your viewer car. It’s extremely simple!

The Who

If you follow that format, then it makes creating videos very easy. The way it works is starting with the who. In short, you just need to introduce yourself. Most people know who you are so that you can go into your credibility a little bit, but don’t have it be too long.

For me, I would say, “Hey guys, it’s Andy Stickel, I’m a law firm marketing expert, and I want to talk to you about something.” As you can see, I made that quick transition. I didn’t get on myself very much because most people don’t care about who you are, but you need a little bit of credibility.

“Hey, my name is John Smith, I’m a personal injury attorney in Louisiana, now listen, I want to tell you about something.” You see how I did that, how I just kind of jumped over to the next thing.

The What

The what is what are you going to tell them about. For me, I would say, “I’m going to teach you about a script that is very easy to follow, it only has three parts, the three parts are who what and why and it will absolutely change the way that you make videos because it’s so easy.”

Then you can go into the teaching, kind of like I’m doing now. Basically, I’m making a who, what, why video about who, what, why videos.

Once you get into the what, that’s when you give the basic information that the person needs to talk about. You could say, “my name is John Smith, and I want to talk to you about something called diminished value. Now diminished value, most people don’t know this, but when you get into a car accident, there’s a significant amount of value to your car that is lost just because of the fact that that vehicle or that accident shows up on the CARFAX report on the vehicle history report. So, there’s something called diminished value and basically what that is is that let’s say, you have a 2010 Mustang, and you’re selling it for $10,000, and there’s a similar 2010 Mustang that’s also for sale for $10,000, but the difference is that when you pull a CARFAX report on your Mustang vs. the other Mustang, the other Mustang hasn’t been in an accident and yours has, everything else on the cars is identical except for the accident. So, what that means is that any reasonable buyer is going to buy the other Mustang for the same price. So, what you need to do is you need to drop your price. You need to drop it maybe $1,000, maybe $2,000, that $1,000 to $2,000 that you have dropped your price, that’s called the diminished value and you can claim that with the car insurance company of the person that hit you.” What I’m doing is giving information about what am I talking about.

The Why

Thewhy is why they should actually care about this? If we’re going back to the diminished value example, why should you care about this? You should care about this because when you go to sell your car, you should understand that you’re probably going to have to lower the price of your car just because of the fact that it’s been in a car accident. So, how do you counter that now? Well, what you need to do is you need to go to the insurance company of the person that hit you and tell them that you would like to file a claim for diminished value and then you can go into the whole process of what goes into that, but essentially, it’s an extremely easy strategy.

Now, you can see I’ve transitioned into the why for this particular video a.k.a. the reason that lawyers want to do this and why this is important is because lawyers don’t have an hour to do videos every single day, you’ve only got a couple minutes.

I only have 5 to 10 minutes every single day to do my videos. I’ve got to follow a very simple and predictable format, so that’s why I do the who, what, why. It’s who are you, what are you going to talk about, and why should they care.

When using this strategy, you can quickly crank out videos. It’s organized and allows you to get the point across in just a couple of minutes. This video is less than five minutes right now, and I’ve kind of created an entire video that provides this actual script.

Again, it’s who are you, what are you going to talk about, and why should the viewers care?

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