This Is Backwards Legal Marketing!!!

Someone who offers an effective and ethical marketing service to attorneys should be able to a-) describe what it is that they will do for you in detail; b-) quantify what results/ROI they will deliver; c-) show you an example of their work; and d-) offer references from satisfied clients.

If they can’t give you that then don’t waste your time talking to them.

A “no risk money back guarantee” is not enough to earn your business!!!!

In my opinion, a money back guarantee is backwards marketing!!  It allows the service provider to demonstrate no expertise and offer no proof points.  It’s backwards.

If someone is good at what they do and has satisfied customers then they don’t need those kinds of backwards marketing tactics.

I frequently hear stories about how some lawyer wasted thousands of dollars on a worthless marketing service.  And when I start asking questions about the decision-making that went into choosing the vendor they say things like, “well, he seemed like a nice guy,” or “he seemed to know what he was talking about.”

WHAT?!?!  That was enough?

It’s not enough for me!!

Blind Faith: Backwards Marketing Guarantees

Below is an email string between me and a sales person who offered VERY LITTLE information about the service that he was offering—and for which he wanted $4500 per month.  He would give not details; no demonstrations; no examples; and no references. AND he wouldn’t even tell me how many leads per month he could deliver.

Normally I don’t even talk to sales people that offer legal leads or legal marketing services.  Because I get sooooooo many calls every day and experience has tought me that most are a complete waste of time.

But somehow this guy made it past the receptionist and I ended up talking to him for a few minutes.

He asked, “If We Could Give You 30 “QUALIFIED” Inquiries For Personal Injury Law Every Month, Would You Be Interested?”

I asked him to send me an email outlining the offering.  Astonishingly, once I dug in a little bit I found that he doesn’t really quantify the number of leads that he claims to be able to generate (so 30 was just a number to get my attention) and ‘qualification’ isn’t in his vocabulary.

I put some his most BS statements on bold, red lettering so you can easily spot them.  I’ll post his proposal/agreement in another post in a few minutes.


From: From: Brian Xxxxxxx [mailto:Brian@XXXxxxxxMarketing.com]
Sent: Wednesday, October 5, 2016 3:39 PM
To: mischelle@davislawgroupseattle.com
Subject: Follow up on our phone call re: getting more personal injury inquiries

Hi Mischelle,

Thanks for your time on the phone today.

Here’s a summary of our call, and I’ve attached our Proposal / Agreement for your review:

-We can put a system in place that will allow you to generate all the injury inquiries that you need to generate on an ongoing basis in a very cost effective manner.

-It’s not going to create any stress on you or any staff. We completely manage it on your behalf. It’s a great solution with very little maintenance on your end.

-Our system gets a 5 to 1 return on average for clients over the long term.

-We guarantee your satisfaction. If you’re not satisfied for any reason within the first 30 days after the system is turned on, I return my portion of the monthly fee to you.

-Month to month agreement. No long term contract.

-We can get you started for $4500 per month + $1000 one time setup fee (the breakdown of the fee is in the proposal / agreement).

I’m confident I’ll get you the results you’re looking for, and can guarantee you’ll see good inquiries within the first 30 days.

I have attached the Proposal / Agreement as you requested for your review.

I give you another call on Friday as you requested to follow up and answer any further questions you may have.

I look forwards to working with you!

Thanks,
Brian

Brian Xxxxxxx – Marketing Consultant
XXXxxxxx Marketing Inc.
000-000-0000
Brian@XXXxxxxxMarketing.com

—————————–

On Wed, Oct 5, 2016 at 3:42 PM, Mischelle Davis wrote:

So just to make sure I understand, you are doing this with PPC and we would turn over all of our PPC to you?  AND you would create a special, separate landing-page/website for the leads to go to/through?

Sent from my iPhone.

—————————–

From: Brian Xxxxxxx [mailto:Brian@XXXxxxxxMarketing.com]
Sent: Wednesday, October 5, 2016 3:53 PM
To: Mischelle Davis
Subject: Re: Follow up on our phone call re: getting more personal injury inquiries

Hi Mischelle,

Yes (sort of), and yes.

We would start with Google PPC. We setup up a new account in our system which we would use for your campaign (using our proven existing campaigns). You can either keep whatever Google PPC you have going (if any), or pause it. I would suggest pausing, but some people leave theirs on while they are checking us out. We can add other PPC avenues down the road (Bing / Yahoo PPC, Facebook ads, etc.) if required.

We will create all landing pages in our system for your area which we will modify to Chris & your law firm.

You’re paying for exclusive access to our system in your area while you’re our client.

Thanks,

Brian

Brian Xxxxxxx – Marketing Consultant
XXXxxxxx Marketing Inc.
000-000-0000
Brian@XXXxxxxxMarketing.com

 


On Wed, Oct 5, 2016 at 3:54 PM, Mischelle Davis wrote:

What does a landing page look like?  Do we get to control the branding?

Sent from my iPhone.


On Oct 5, 2016, at 5:32 PM, Brian Xxxxxxx <Brian@XXXxxxxxMarketing.com> wrote:

Landing pages are one simple page and are made based on our proven tests. They are professional and 100% responsive (mobile & tablet friendly). I wouldn’t change anything since doing so will probably compromise the results (make them worse…). There is a picture of the Lawyer(s) / Attorney(s), some case results (optional), some client testimonials (optional) and other copy that’s been tested and proven to work for it’s sole purpose: to generate a phone call or email, and it does a great job at that.

You’re company website is the main one for your branding, and we don’t touch that at all. Branding vs conversion are two totally different types of websites. Once you get the inquiry, you guys can hit them with with your brand as you see fit with any of your existing marketing.

Thanks,

Brian

Brian Xxxxxxx – Marketing Consultant
XXXxxxxx Marketing Inc.
000-000-0000
Brian@XXXxxxxxMarketing.com

—————————–

On Wed, Oct 5, 2016 at 9:09 PM, Mischelle Davis  wrote:

In order to fully evaluate this offering I need to know:
-how many leads per month we can expect and/or how many you would guarantee
-how we would define or qualify a lead
-what types of case we would focus on attracting
-exactly how our brand would be portrayed (graphics, messages, call-to-action) as protecting the image of the firm and the lawyers is always a big concern
-two references from attorneys that are currently using your services

Sent from my iPhone.


From: Brian Xxxxxxx [mailto:Brian@XXXxxxxxMarketing.com]
Sent: Thursday, October 6, 2016 9:03 AM
To: Mischelle Davis
Subject: Re: Follow up on our phone call re: getting more personal injury inquiries

Hi Mischelle,

Thanks for all your questions. I personally manage 26 high end professionals as clients, and I would never bother them to give references, sorry.

That’s why we offer our 30 day money back guarantee which says:
If you are unsatisfied for any reason within 30 days after the system has been turned on, we give you our fees back (the setup fee, and the management fee. We can’t return the ad spend as it doesn’t come to us and we don’t make any money whatsoever from client’s ad spends). So, I’m taking a pretty big risk when I take on a new client and I need to make sure they are the right fit, and that we do a great job for them.

If references is absolutely one of your requirements, unfortunately my program is not going to be a good fit with your firm, and I’ll have to find someone else to cover the Seattle area.

Let me know if the money back guarantee is acceptable instead of references and if yes, I will answer the rest of your questions.

Hopefully we can make this work. I’d love for you guys to be the ones to cover the Seattle area.

Thanks,

Brian

—————————–

On Oct 6, 2016 12:40 PM, “Mischelle Davis” wrote:

Brian,

I don’t think this will be a fit for us.  I spent almost 20 years in high tech (Microsoft and others) before I started handing marketing for my husband about 10 years ago.  I have seen and heard a lot of technology and marketing promises over the years and I just don’t spend money on blind faith, even with a guarantee.

Thank you for the information.  At some point in the future when you are prepared to give more information about the service and references I would be happy to talk to you again.

Mischelle

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