1 Is Your Law Practice Experiencing a Case of Google-itis *, Suffering from Cash Flow Pain, or Keeping You Paralyzed with 70- hour Work Weeks? Looking for a Cure That Will Not Only Save You Today, but Make You Healthier for Tomorrow with Greater Revenue and Less Stress? On May 22, 100 attorneys and their staffs will be gathered in Scottsdale, Arizona, at the Chaparral Suites for Great Legal Marketing s one-day Marketing and Management Clinic in order to learn the Diagnostics and Treatments being used by the smartest small firms and solo attorneys to supercharge their profits and lifestyles Dear Patient, You are not alone. As a matter of fact, you are part of a large group of small firm and solo attorneys who have been suffering from Google-itis. It has rapidly accelerated in the last 18 months, and as it evolves, marketers are racing to find a cure. You see, the Google virus has been cracking down on websites that used old world Internet marketing techniques. It feeds on stale content, poor design, and spam link building. The toughest part about dealing with this disease is that it is designed to weed out the bad Internet marketing strategies (also called black-hat ) that have been peddled by a group of Quacks that we normally call Marketing Vultures. But the collateral damage has been immense on our entire industry. In fact, in some cases, the cure has been even worse than the disease. How do I know how tough it has been? I ll give you two big reasons why: Reason #1 We are the Largest Attorney-Success Group in the Nation We influence thousands of attorneys who are our members, attend our events, and order our materials. From coast to coast, across the United States and Canada (and, frankly, extending into!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! *!Google-itis is a widespread attorney marketing condition that is characterized by the suffering of a loss in Internet marketing strength due to recent algorithm updates. Symptoms include fewer phone calls, fewer web contacts, and a general sense of frustration and malaise (often including lowered profit and accompanied by more hours at the office). Sufferers of Google-itis should continue reading this letter to learn the Treatment Plan. See also: Yahoo-enza and Bing Coli.!! (!1!)!
2 Great Britain and Australia), I coach, mentor, lead, and get feedback from those thousands of solo These in the trenches lawyers Reason # 2 My Name is Ben Glass, I ve Dealt with Google-itis, and I Have Found the Cure the Internet Intensive Care Unit tunnel Treatment Plan to save my market-dominating machine As soon as he and I agreed on a course of action, I set about implementing the strategies I needed to I didn t outsource Been there, done that
3 3 Key Elements to Improving Your Odds of Survival in Today s Legal Marketing Landscape 1. Quality over quantity The number one accelerator of Google-itis is giving it extra junk food to feed on. As an evolving virus, it is going to treat your website like your body treats you: You get out what you put in. If you are focused on high-quality content (and producing fresh, relevant content is extremely important) that delivers engaging information to consumers, you will be fine. The issue is that so many of our websites were full of junk calories that inflated the size of the site, but weren t providing nutrition to the potential clients who found us. Never again will you pay an outside vendor to ghostwrite junk blogs for you. That prescription is now marketing malpractice. At the Great Legal Marketing Clinic on May 22, 2014, my Marketing Director, Charley Mann, and I will be revealing how we reversed the quantity issue and put systems in place to create content that nourishes both prospects and Google s spiders. 2. Never buy a Purple Pill The reason that the punishment was so sudden is that many of us, myself included, had been working within the old world rules... It used to be normal to link your content to a bunch of other pages on your website. And it was widely assumed that getting hundreds or thousands of links from link farms was good for you. Article directories were used by firms of all kinds. But this continued to happen because the Quacks and Marketing Vultures were peddling purple pills and magic bullets The Vultures knew that they could call up just about any attorney and offer them a magic potion to cure their woes. After all, we tend to be an affluent group with money to spend on these treatments. And their sales pitches were sugary sweet: We ll get you on page 1 of Google in two weeks; Our method is a trade secret, but don t worry, we have used it for 17 lawyers already; All you need to do is tell us your practice area and your location, and we will guarantee you 35 new leads a month. We ve heard all of those pitches from every Marketing Vulture and Quack. During our Internet Intensive Care Session at the Clinic, we will teach you how to separate the Quacks from the real Healers out there and how you can set it up to where you never need their services again. (NOTE: My most successful members have been rapidly moving their content production in-house, and it is one of the smartest investments they are making.) 3. Move more marketing offline Great Legal Marketing members have been reporting one primary area of positive gains in their marketing despite the rampant spread of Google-itis! (!3!)!
4 Offline marketing, such as referral marketing, print marketing and direct mail, has been more profitable than ever. Want to really solve your problems? Want to inoculate yourself from the ups and downs of Internet marketing? There is no better solution than giving yourself 100 CCs of effective offline marketing. In my Platinum MasterMind group, our top attorneys are reporting double- and triple-digit revenue growth because of their offline marketing. They have doubled down on improving their referral systems, including getting referrals from past clients, noncompeting attorneys, and other businesses in their market. More postcards are being sent. Monthly newsletters and mailed packages are winning the trust of potential clients and impressing referral sources who receive them. And there s an in-depth secret here... It is a message Tom Foster has been sharing exclusively with his own clients for now, but he has told me it is time to get the word out. Your website s greatest value in today s attorney Internet marketing climate is as a HUB for offline marketing. What does this mean? It means that you should have a website that supports your offline marketing efforts by providing engaging content for people who are driven to it. It is not just about attracting online visitors; it is about building an interesting lead generation- and database management website that automates your marketing. Only at the GLM Marketing and Management Clinic on May 22 in Scottsdale will you hear these messages, because We Only Teach WHAT WORKS Not Just Theories, Good Ideas, and Goat Testicle Implants How would you feel if you doctor was about to give you an injection and said, This is I think probably a good idea? And when you asked, How does it work, all he said was, I can t tell you it s a trade secret. You would be running for the door, wouldn t you? Yet, when it comes to your greatest financial and lifestyle asset your law practice you let the same thing happen. Honestly, sometimes I wonder if some attorneys would have been the same folks who were suckered into a wild medical procedure by John R. Brinkley back in the 1920s. If you aren t familiar with him, then you are missing out on an interesting piece of history. You see, Brinkley, who fancied himself a doctor after going through three years of medical school (but never graduating he purchased a diploma for himself from! (!4!)!
5 Eclectic Medical University of Kansas City, Missouri, which actually gave him the right to practice medicine in some states), found a niche market in goat testicle transplants for men. (You read that right goat testicles.) See, Brinkley was a real-life snake oil salesman before getting into this business. He stumbled upon this opportunity after going into private practice and hearing a joke from a doctor to his patient who was suffering from a low libido. The doctor apparently said to the patient, a farmer named Stittsworth, that he needed some goat glands. While the doctor was joking, the farmer took it seriously. And Brinkley smelled an opportunity. Stittsworth agreed to the procedure. After all was said and done, the farmer evidently felt he had been cured. With that one testimonial, Brinkley started his rise to fame, before numerous lawsuits brought him crashing back down. (It s a fantastic marketing story and it would be well worth your time to run on over to Amazon and buy Making Them Believe: How One of America s Legendary Rogues Marketed the Goat Testicle Solutions and Made Millions, by Dan Kennedy and Chip Kessler.) Today, attorneys are like the farmer, with unscrupulous SEO experts and shady pay-per-click vendors being the modern-day John R. Brinkleys. They are selling goods and services that are behind the times at best, and devastating to your entire practice at worst. There have even been some very messy lawsuits filed about the work being done by some of these groups. If your day is like mine, you probably got at least one from a Marketing Quack peddling goat testicles to solve your law firm s libido problem - and that told you about! Some fresh-out-of-school Quack with little or no real-world marketing experience comes to you and tells you that Facebook and Twitter are making hundreds of thousands of dollars for attorneys who know how to use it right! Or a big attorney web developer tries to sell you a website with a three-year contract that just has your contact information and looks like every other bad attorney website already out there! Or an SEO company is buying SPAM links for you, writing keyword-stuffed content, and promising you hundreds of blog posts a month using their, trade secret, ultra proprietary, don t you dare ask us how methods - methods Google hates. These Quacks think they know how to market a law practice. But what they really know is how to create general, everyone-else-is-doing-it, average-at-best marketing. All the while, they are sucking the money out of your credit card faster than a Vegas business trip. Great Legal Marketing, on the other hand, has been built to share the actual systems and principles I use today to market and manage my own practice. We don t sell websites, pay-perclick advertising, Internet article marketing or leads. We sell knowledge and these ideas have been implemented by thousands of attorneys in the United States, and every year, we reach more and more people who want to learn from real, practicing attorneys, like me. Because I am still! (!5!)!
6 practicing, I know the issues you are having with your local and state bars I ve lived through the cash flow pains that can happen in any kind of law practice. I have stood in your shoes, walked many miles in them, and I worked hard to find the path that leads to financial freedom. We re not selling you herbs and poultices. We won t be giving you any special pills. You will learn the: Healthy as a Horse Attorney Marketing Treatment Plan It is not enough for me to give you a way to cure Google-itis. What you need is a comprehensive plan that treats every part of the law firm. So, what can you expect when you attend the GLM Marketing and Management Clinic on May 22? We will have at least seven incredible sessions for you, including the following: Marketing Your Practice to Win: How the best solo and small firm attorneys think differently about marketing and practice building in order to make more money, get more cases and still get home in time for dinner Marketing Principles That Will Make You a Hero to Your Family: What the vultures don t want you to know when they sell you the next website, print ad, TV/radio spot, link-building scheme or Guaranteed Spot on the First Page of Google SEO Is Dead, Now What?: Why typing car crash lawyer in Phoenix in a search engine to see where you rank is a fool s game, AND how you can take advantage of this opportunity to leave your competitors in the DUST Marketing in the Trenches against the 800-Pound Gorilla: How lawyers across the country leverage every dollar and every hour with their GLM style marketing to build profitable practices, even in markets saturated with broadcast marketing from the biggest firms with the largest checkbooks Inside BenGlassLaw: Special sessions will put my own law practice on the operating table to reveal to you the marketing and management strategies we use to ensure success see the systems exposed and how they work Warning: Our Clinic is WORK The entire day will begin with registration and time in the vendor hall at 8 AM and will go until 7:30 PM we want to pack as much information into this one-day event as possible for you! This is not a seminar where you show up, open up your ipad and read USA Today in the morning and play Sudoku all afternoon. We will engage you!! (!6!)!
7 Your Mandatory Attendance at the GLM Clinic Should be Required if You are: 1. An attorney who has had financial success in the past, but wants a way to sustain that success without the constant ebb and flow that comes with running a law practice 2. An attorney interested in starting your own practice or adding a new practice area to your firm 3. An attorney willing to do the work to achieve success you know you are a hard worker, but you need someone to give you the plan on how to change your marketing and management to improve your life We have helped thousands of attorneys across all kinds of situations improve their lives. If you are one of the three types of attorneys above, you need to Imagine How Real, Sustainable Success Would Affect Your Life Picture yourself sitting in the auditorium at your son s high school graduation, knowing that you have saved enough money to send him to his dream school Think about taking the dream vacation to Italy with your husband or wife without feeling the need to call your office every two hours. (I ve been on three multi-week adoption trips to China the office and the marketing ran seamlessly without me.) Imagine creating jobs for local moms, dads, recent graduates, and others who would love an opportunity to work at your office There are so many ways that your success can impact the lives of the people around you, your family, your friends, your community. These are the people whom you lift up as you lift yourself up. Successful people become engines of success for the people around them. Around here, we call it, Become a hero to your family and an icon in your community. How would it make you feel if you were able to provide for the emotional and financial security of your own family more effectively? Or to become an entrepreneurial role model for your daughter who is thinking of starting her own business? This is the impact you can have, and remember Your time is the only irreplaceable asset that you have And if one day in Scottsdale, Arizona, could give you years or decades of extra time making a greater impact in your world and enjoying it more than you ever imagined, wouldn t that be worth it? There is no excuse to not attend this event. I know that for sure, because:! (!7!)!
8 I ve Heard it all Before And I m Done with Excuses My Law Firm Is Healthy Enough Already How much time do you have to spend every week keeping it healthy? What would happen if you needed to take two weeks, or even two months, to help a sick family member? We teach systems that can give you the ability to actually attend to the life that is happening all around you while your law firm continues to make money. I Can t Afford the Co-Pay If you can t afford the ridiculously low price I am going to offer you to attend this event, then you ve taken many missteps along the way. We ve had people take all kinds of measures to make sure that they are in the room with us. And it should be no surprise that the people who work the hardest to just get into the room end up being the people who become most successful. They understand the power of the INVESTMENT that they are making. You will leave this event with more money-making strategies than you would get in a full year of learning from most other gurus talking to attorneys today. If you can t turn that new knowledge into money, then you are not willing to work, and you don t belong in this room anyway. I ve Been Misdiagnosed Before With all the messages being thrown your way from the Quacks, the Charlatans, and the Hucksters out there, I imagine it s impossible to avoid the fact that every law firm has been improperly advised before. So, how do we conquer this issue at our Clinic? We stick to What is Currently Working. We aren t going to tell you to run a print ad with a pretty picture to show off your integrity, because we know that it is a waste of money to do so. We won t tell you to try running pay-perclick ads for Scottsdale Personal Injury Attorney (or whatever city you re in), because we know that for 99.9% of lawyers, that is not where you should spend your next dollar. We refuse to give you hare-brained schemes, like telling you to advertise on the side of buses, just so you can cross your fingers and wait for the phone to ring. Just What Works, that is all you will get from us. The Treatment Plans you will learn are currently in use to create actual success in real law firms. If you are spending any money at all on marketing and are not 110% confident that you know what you are doing, you need to be in the room. Even More of What You Will Learn The Just What Works List How our approach to online marketing has been completely refreshed so that we won t fall victim to Google s next update 3 Strategies you need to know to ensure your website works for you around the clock by gathering leads and generating phone calls Key scams to avoid from the Marketing Quacks who just want to nickel and dime you until there is nothing left (including the MAGIC WORD that should send you running from any online marketing company) The 5 Elements of Successful Attorney Marketing that can be applied to every piece of marketing you develop which will create longterm profit and success for you and your firm Personal and team management strategies used by Great Legal Marketing attorneys across the nation to make more money while! (!8!)!
9 working less, spending more time with their families, enjoying more vacations, and truly loving their law practices again Actual ads being used at BenGlassLaw in local trade journals to generate leads and clients What is REALLY going on with social media marketing, and what sites you should actually be spending your time and money on Plus, many more strategies used today in BenGlassLaw and other successful law firms across the country With all of this information, I can guarantee that: If You are Serious about Improving Your Life and the Lives of the People around You (Including Your Family, Your Friends, and Your Community), You Will be with us on May 22 in Scottsdale, AZ I ve attended one-day events that cost upwards of $2,500 that have been low on substance. I ve seen attorneys shell out thousands of dollars on marketing CLEs and other lawyer events without getting any really value out of them. Our multi-day national conference routinely sells out last year, over 300 attorneys and their staff members packed the room in Arlington, Virginia. Knowing the value of the information that we will be delivering, it would make sense if I charged a few thousands dollars for your attendance. As a matter of fact, you will be learning the kind of information that I often deliver during Private Consulting Sessions, so I could reasonably charge $5,000 or more. But I m going to do something outrageous! Rather than charge thousands of dollars, I m going to bring your price (significantly) under the $1,000 mark if you sign up early for the event For you to have an entire day with me, my team, and our world-class vendors, the cost will only be $299! And we will take on all the risk for you, by guaranteeing the event with our: Great Legal Marketing Make the Smart Choice Guarantee Here s the deal: You have a 100% Money-Back guarantee on your attendance at this event. If at the end of the conference you decide that we have not blown you away, let me know and you get 100% of your money back, guaranteed. We ll even pay up to $500 of your documented travel expenses. PLUS, if for some reason you are unable to attend after signing up, you can get a full refund up to 30 days before the event (or credit toward a future event if you are within the 30 days).! (!9!)!
10 WARNING: We only have 100 spots in the room, and we are expecting a sellout. You have the opportunity to learn the kind of information that has changed the lives of thousands of attorneys just like you, which people regularly pay thousands of dollars to learn, for the outrageously low price of $299! The price will go up to $599 by the day of the event, so you re getting a 50% discount by registering early. Now, I can t make this choice for you. I can t sign the form, and I can t force you into making the right choice. In the end, I know that the rewards of this event will only go to those people who take action the folks who don t delay, who don t procrastinate. Either you will be in the room, with 100 other attorneys who are interested in improving their futures, or you will be grinding away back home, wondering, what if Take action. Act fast. Don t delay. There are plenty of ways I could phrase it for you, but I m going to go with this: You don t make your tomorrow better by procrastinating today. Looking forward to seeing you in Scottsdale, Benjamin W. Glass Owner, BenGlassLaw President and CEO, Great Legal Marketing P.S. Keeping reading to learn how you can qualify for incredible bonuses I ve prepared for you if you sign up before the deadline. The bonuses alone will be worth hundreds or thousands of dollars to you and your practice. P.P.S. I know the event happens near Memorial Day weekend. But don t worry, it s on a Thursday, so you ll have plenty of time to get back home for all of the festivities and you ll have something really exciting to talk about with your family: How you are going to improve their lives and see them more often! P.P.P.S. I realize that there are any number of gurus out there selling marketing to you. This clinic is designed to make you more informed about where you will spend your next marketing dollar or hour, no matter whom you buy from. P.P.P.P.S. One more thing about gurus: Google them first! (!10!)!
12 What Attendees of Past Great Legal Marketing Events Have had to Say Revenue Has Quadrupled Ben, thank you so much for all the information, support, and coaching. We have taken our little practice of just me and my husband and grown it to 13 people in the last year and a half. Numbers don t lie and our revenue has quadrupled in the last year. We now have 5 attorneys in the practice. I tell people: don t question it or think about it - just do it. It works. Angela McIlveen; Family Law Get Out of the Rat Race My only regret regarding GLM is that this fantastic, practice changing, eye opening, enthusiasm inducing program wasn t available to me 30 years ago when I started practicing law. This was my second conference and my second regret is this not being my sixth or seventh. For all of those attorneys who are looking for a better way to build the mousetrap and at the same time wanting to get out of the rat-race (enough of the vermin!), do yourself a favor and attend a GLM event. Christopher Russell; Personal Injury Valuable and Actionable Ideas years. However, at this event, I received more valuable and actionable ideas that I can immediately implement than at any other event I ve ever attended! I consider myself a pretty good marketer and I enjoy marketing. But I learned so much. I highly recommend this event for any lawyer that wants to have a great legal practice that supports their desired lifestyle. Charles Price; Bankruptcy Enriching the Lives of our Families and Communities Your initiatives and proprietary materials and approaches towards building rewarding law practices are changing the lives of the people who work with you and your very professional staff. GLM preaches not just revenue enhancement marketing for lawyers but your approach is woven into a mosaic of enriching the lives of our families and communities. Well done, Ben! Mitchell Birzon; Personal Injury Applied to So Many Facets of My Life As a non-attorney staff member, I am astonished at how much I ve learned from this conference. The strategies examined and discussed can be applied to so many facets of my life. This is not only a learning experience but a huge motivational experience. I genuinely hope that next year my employer sends not only me, but the entire staff to the summit. The speakers were wonderful and relatable - I can t say enough good things about this experience! Sheena Rahman; Workers Comp Very Engaging and Knowledgeable There are so many excellent resources here which I will now use to grow my practice. Every speaker was very engaging and knowledgeable. Plus, I also made some really great contacts and connections for the future. Thank you, Ben. Erin H. Field; Criminal Defense An Optimistic and Fun Spirit I truly love the optimistic, fun spirit of the presenters and attendees at the GLM conference. Like last year, I m leaving with a very long list of to-do s and I m excited to do them. Exceeded Expectations Goes beyond ethical and information-based marketing to provide valuable time management and practice management skills as well. Exceeded expectations! Bradley D. Harville; Personal Injury You are making it fun to practice law, and possible to have the life I want. Joe Di Bartolomeo; Personal Injury Need more proof? See what others had to say at GreatLegalMarketing.com/testimonials