Episode 171 – Know Thy Law Firm’s Customer And Prosper

Episode 171 – Know Thy Law Firm’s Customer And Prosper

The one true thing about human beings is that we love when something is custom-tailored for OUR needs. This is especially true when it comes to marketing your law practice. Potential clients are far more likely to respond to your advertising if your advertising itself answers their questions and speaks to their deepest fears and desires.

To understand your potential clients better, stand in their shoes and think about their range of choices and how they feel about their legal situation. Only then are you better able to target them with specific marketing messages that they can relate to. Listen to the audio below to find out how it’s done. Make sure you subscribe to the podcast and post a review.


Hello, this is Richard Jacobs with Speakeasy Authority Marketing. Today, I want to talk to you about a conversation I just had yesterday with one of my clients. He does personal injury and there are a couple of new areas that he wants to start targeting. One is Johnson & Johnson Talcum Powder lawsuits. So we were talking about it and he wanted to ads created and he wanted to target people that now have ovarian cancer unfortunately because of the Johnson & Johnson baby powder. So it’s like a class action lawsuit. So he is saying, “All right. Let’s put up a page, let’s drive leads to it, let’s drive traffic to it and try to get leads etc.”, and I said, “All right, that’s great. But we got to talk a lot more about who was affected by this and how and why”. And he said, “What do you mean”, and I said, “All right, so you want to find people that have ovarian cancer now because of the Johnson & Johnson baby powder”, “Yes”, okay. So you can’t just put you have ovarian cancer or did you use Johnson & Johnson baby powder. The reason why is that everyone that wants to target this, every lawyer is going to put the same thing. And if you want your ads to be a lot more effective, it has to be a lot more targeted. What you have to do is get the person that sees it to say, “Oh my god, this is exactly what’s going on”, and then take action, meaning contact him. So you start it off with the fact someone has ovarian cancer, what happens to them.

He says, “Well, they passed away pretty quickly”. How quickly? This is not good stuff but how quickly? “3 to 5 years”, okay. So why would they hire an attorney, I highly doubt that they are just looking for a money because they are not going to be around for long. They may be, at best, looking for it for children or grandchildren, and he said, “Well, some of them do”. I said, what are other reasons? What do people tell you on the phone as to the reason why they would want to be involved in a case like this? He said, “Well, justice, they want to get back in the company because of what they did to them. They told them that the powder was good, it could be used on babies and on themselves and everything for years and years and years, so they want justice and again, they may want money for a family”. I said, all right, the ad now needs to look a bit different. It needs to talk about the powder and how it’s affected you when you’re sick and what kind of legacy do you want to leave? That may be a call to action in there. Again, money for children, money for your children’s college or your grandchildren, these are not fun topics but again, this would be on someone’s mind. Again, to get justice against this purportedly evil company that did this thing. So he said, “That should be essentially in bullet form on the first page people see about this stuff, not just have you been affected by this powder”. It’s much more stronger emotional hooks and it ties into what people actually would want if they called you on the phone.


Richard Jacobs

About Richard Jacobs

My name is Richard Jacobs, and I've discovered quite a bit about the plight of solo practitioners and small, 2-5 attorney firms like yours these past 12 years.

I've come to understand the unique challenges in marketing ethically and effectively that attorneys face because I have:

  • Helped over 180 attorneys author their own practice area book and become the 'implied expert' in their practice area
  • Helped hundreds of attorneys successfully navigate Google's search algorithm changes, growing their websites from 2 potential clients calling a month to 4+ calls per DAY for some clients.
  • Interviewed and promoted over 507 attorneys nationwide, in practice areas such as:
  • DUI / DWI
  • Family Law
  • Criminal Defense
  • Bankruptcy
  • Auto Accidents
  • Social Security Disability
  • Slip & Falls (Premises Liability)
  • Real Estate
  • Estate Planning / Probate
  • Wage and Hour Claims
  • Expungements / Post Conviction Relief

Before you decide to invest in your marketing, it makes sense to first request your complimentary, custom, no obligation video website review.

Richard is the author of 6 books published on Amazon, Kindle and Audible.com

Richard is available for speaking engagements on direct marketing for attorneys and has recently spoken at the following legal conferences:

  • PILMMA (Personal Injury Lawyers Marketing & Management Association)
  • Las Vegas DUI Summit – Private event for DUI attorneys
  • New York Boutique Lawyers Association
  • Perry Marshall & Associates Marketing Academy (Marina Del Rey, CA)
  • National Association of Criminal Defense Lawyers (NACDL)