In today’s episode, I had the pleasure of speaking with New York Medical Malpractice Attorney John Fisher on how to use a book to build and market your law practice.
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Items Mentioned in the Podcast
- The Power of a System, by John Fisher
- John H. Fisher, P.C.
- Great Legal Marketing
- Magnetic Marketing, by Dan Kennedy
- The Effective Executive, by Peter Drucker
- The Slight Edge, by Jeff Olson
John’s Inspirational Quote
“Tomorrow is promised to no one.” – Walter Peyton
In this particular episode, we discuss the following 20 topics, and much more:
- How creating a niche practice has helped John to succeed.
- How defining your ideal “client” can greatly assist your marketing efforts, and why John’s ideal client is not who you would think.
- Why you need to differentiate yourself from all the other lawyers in your practice area – and how writing a book can do this.
- The true “cost” of writing a book – or NOT writing a book.
- Why John believes that writing a book is an investment that can work for you your entire career.
- How to use a book as the centerpiece of your legal marketing efforts.
- Using an e-book vs. publishing an actual, physical book.
- How to implement trust-based marketing in your practice.
- Why a book is the business card that nobody will ever throw away.
- How John went from being laid off to starting his own law practice.
- The first things that John after he was laid off, and why they have contributed to his success.
- Why it is important to have policies and systems for everything in your practice.
- Why John’s purpose, values and mission are so important to his firm.
- John’s definition of an ultimate employee, and why John doesn’t hesitate to fire quick.
- The criteria John uses to weed out his clients – and why the quality of the case is not the most important factor.
- How to use your book to sell yourself to your prospective clients.
- The value of testimonials, and how to get them from clients and referral sources.
- One of the most under-utilized tools in a law practice.
- The second-most important tool that John uses to marketing his law practice.
- The 100% rule – and how to implement it into your law practice.
What held John back from starting his own law firm?
“Security, comfort, and he was ‘scared like crap of doing it.’ ”
What is the best business advice that John ever received?
“You can’t rely on anyone else to take care of you.”
A personal habit that John has which contributes to his success.
“Checking email only twice a day.”
A tool or resource that John recommends.
“Trialworks for practice management – and get a graphics designer and fulfillment provider for your newsletter.”
A book that John recommends to anyone starting a law firm.
The Slight Edge, by Jeff Olson
Parting words of wisdom…
“Learn as much about marketing as you can.”
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[…] of the best things you can do to establish your authority in your practice area is to write a book. After you have written 10 or so articles (as outlined above), you have the beginning of a great […]