This might be the ultimate way to automatically build a personal injury practice without even lifting a finger

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2 This might be the ultimate way to automatically build a personal injury practice without even lifting a finger Special Report, published by Ben Cummings What's the Secret Weapon that When Mailed to Attorneys... Make Them Want to Send Patients to You? What if there were a tool that positioned you as THE de facto "expert" in whiplash, that made attorneys want to do business with you? How one doctor built a substantial PI practice using this tool... how to keep law offices referring, with top of mind marketing... and more. The Secret Weapon that My Clients Hope You Never Learn About... When I told a long term client that I was writing this article, he said "Ben, please don't write about one of my secret weapons! I don't want doctors to know about this!" He was joking - sort of - but since I know few of you will ever do this, he doesn't have anything to fear. Would you like a lot more PI cases? Would you like to position yourself as THE "go to" guy or gal in town? The secret weapon that will accomplish this is... A Whiplash Newsletter, Mailed to Attorneys Specializing in Personal Injury Newsletter marketing, is one of my favorite "stealth marketing secrets." When you are published, you become the expert. When you are published, you have enhanced credibility. When you educate through articles, you are building relationships. That is what a newsletter does. We call newsletter marketing... "Edu-Marketing" or "Educational Marketing" Education-based marketing, is the wave of the future. People don't want to be sold. They wish to learn about valuable information that can assist them. When a doctor mails a monthly newsletter to attorneys, containing well researched articles on the whiplash industry, it makes that doctor stand out like a Tornado in a quiet Iowa cornfield! Why? People are L-A-Z-Y! Not only will 99.9% of doctors never write such a newsletter, but if they did it would never get mailed. Because that'd be too much work. Sure, if they did it could build them a substantial personal injury practice... but I've been teaching this concept for 8 years and I STILL can't get anyone to follow through. Sigh. Woody Allen once said, "Half of success is just showing up." The reason that sending a newsletter to attorneys works so well is, you have zero competition. Zero! Because the successful people do what the unsuccessful simply won't do. 2

3 And what's really funny is, for years we've had a service in which we even WRITE THE NEWSLETTER FOR THEM, and we STILL can't get doctors to send them in the mail. Amazing. Would you like to see an example of a really successful "whiplash newsletter"? In the pages to follow, is an actual sample that our subscribers got ed to them this month a ready to go marketing tool, done professionally, with all the important teasers to get attorneys calling you! And if you'd like information about our service in which we do all the work for you... all you literally have to do is simply type in your name and phone number in the appropriate area, and presto, you're done!... then you ll wish to take advantage of our SPECIAL MEMBERS DISCOUNT price we re offering. It s so easy to submit your subscription, using the Order Form enclosed. We ll send you your first issue as a Word document, it takes LITERALLY 3 minutes to insert your name and number, click PRINT and you re off to the races! Let me reveal another secret. It's called Top of Mind Marketing. Top of mind marketing is predicated on the idea that... "Out of sight... is out of mind." Our newsletter clients are getting the best results when they: - mail a monthly whiplash newsletter to PI attorneys who AREN'T currently referring, to make them aware of you so they get to know your name... - To law offices that CURRENTLY refer Once a law office starts referring... we want to condition them to CONTINUE to refer. The best method for suggesting that they refer more often and in greater frequency is NOT to directly ask (ever)... instead, send a newsletter monthly that indirectly SUGGESTS that they should send you more cases. In marketing, sometimes the INVISIBLE APPROACH works best. You can't just call and pester a lawyer to send over more cases. We've found that a "drip campaign' of monthly newsletters, timed 30 days apart, works the best. Try this out and see for yourself. You'll like the results! In summary, the secret weapon to mail attorneys that make them want to do business with you is a monthly newsletter containing whiplash articles and commentary. You can write one yourself or let us do it for you. Mail it MONTHLY to new attorneys who you aren't doing business with (yet), and to well established law offices as a way to stay Top of Mind! Finally, if you do this, I promise you'll be the only person in town sending a newsletter because no one else is motivated enough to do so... that's why the results tend to be so stellar. Have fun with this one, because it can bring in substantial results. Okay Now, how would you like to see an excellent example of what a WHIPLASH NEWSLETTER should look like? On the pages to follow is an actual example to learn and study from. Enjoy!... and on the last page, is the Easy Ordering Form to get started making money today, with this practice building tool!... 3

4 Latest updates, findings and important research for Attorneys on: Whiplash, Soft Tissue Injuries, and other injuries related to Auto Accident Injuries! A Newsletter by Dr. Bill Brooks - - April 2006 Issue - Is Whiplash a Depressing State of Affairs? Here s what I mean Dear Colleague, As is usual in my newsletter, I will attempt to share something of interest about whiplash and give you a chiropractors perspective that will hopefully be beneficial to you. Why did I start off this issue of the newsletter with the headline, Is Whiplash a Depressing State of Affairs? I d like to explain. Whiplash pain often leads to depression. When a patient suffers daily with chronic pain, a large percentage experience clinical depression. The way the mind-body connection is linked, their depression leads to more pain symptoms! In this way, whiplash is a depressing state of affairs. Doctors and attorneys are guilty of being notoriously empirical. We like facts and data empirical results that are tangible. Anything outside the realm of what we can see, touch or hold makes us (Continued on next page) An open letter to personal injury attorneys: I ve sent this newsletter free of charge to you, in the hopes of developing a relationship. A relationship based on trust, understanding, and expertise. I am a chiropractor with vast experience treating auto injury cases and working with attorneys. If you derive some value from these newsletters, you might also benefit from working with a doctor who understands the unique needs of a personal injury attorney. My practice specializes in working with auto injury patients. I pride myself in getting to know the personal needs of the attorneys who refer their cases to me. I make myself available at a time convenient for the attorney and assist in any way that I can. This includes: A timely narrative report, usually within 24 hours, or it s free. Proper Medical/Orthopedic referrals as necessary. Psychological evaluations when necessary. Claim numbers obtained and provided for you and your staff fast. Diagnostic testing reports faxed to you within 24 hours of receipt. Progress/Patient noncompliance reports. Please consider getting in contact with me to discover how my office is uniquely different, by calling me: Dr. Bill Brooks at

5 MY PLEDGE TO YOU: I am available when you need me nights and weekends, if necessary, and on short notice. My office is specially equipped to evaluate accident-related trauma patients. I will personally and promptly respond to your calls and attend to your questions. I am skilled at reviewing medical research studies, evaluating whiplash-related disorder symptoms and assessing the integrity of scientific research. uncomfortable. Whiplash and depression fall into this category. It s hard to quantify or measure the relationship between whiplash and depression; it s a sticky wicket! Nonetheless, a couple of articles I read recently on depression and brain injury prompted me to write on this topic. I think you ll find their conclusions fascinating... An article in The Monroe Times (Monroe, WI) made the assertion that chronic pain leads to depression and that depression magnifies the intensity of pain. This is an important thing for PI attorneys to be mindful of as they try such cases. To quote an article that discussed the Monroe Times article from Spine Journal: An analysis of 212 patients suffering from low-back pain showed that more than one-third were depressed or emotionally distressed. Source: The scientific journal, Spine, as reported in The Monroe Times, Nov. 14, Let s talk about... BRAIN INJURY AND DEPRESSION Study #1. Mild traumatic brain injury (MTBI) is a complex and controversial topic in whiplash today. Headache is usually the most common neurologic symptom associated with MTBI according to a 1997 study (Gilkey et al, Headache, 1997; 37: ). There is often a lack of objective evidence supporting an organic basis of cerebral pathology in these cases. Never were true words spoken and therein lies the heart of the controversy. Before we get into the issue of depression, it s worth spending a few lines on the afore-mentioned research study. Gilkey and his associates compared 35 post-traumatic headache sufferers with 92 migraine patients and 49 non-headache control subjects. To do so they measured the cerebral blood flow of all participants. Not surprisingly, the researchers found significant differences in blood flow between posttraumatic headache patients and the migraine and non-headache control subjects. The real challenge is in diagnosing headaches that result from MTBI versus other sources. Page 2

6 Epidemiological evidence suggests that each year in the U.S. alone, over 1,300,000 individuals suffer MTBI. Ongoing studies at New York University further suggest that, after one year, about 10% of their MTBI sample continues to complain of post-concussional symptoms, and about 11% of those who were previously employed have not returned to work. (Source: Ruff, et al, Brain Injury, 1996; 10 (8): ) Study #2. Studies suggest that major depression following all types of traumatic brain injury can be as high as 25%. One study (Rapoport, et al. The clinical significance of major depression following mild traumatic brain injury. Psychosomatics, 2003; 44 (1): 31-37), conducted in Canada, bears mentioning because it looked at the incidence of major depression in those with mild traumatic brain injury and whether major depression is related to poorer outcome. This study is meaningful to PI attorneys because it might help establish the link between treatment outcomes and MTBI. Patients 170 of them were chosen from a brain injury clinic to participate. All subjects had sustained a mild head injury. Patients with a history of brain disease, preexisting major medical conditions or psychiatric disorders were disallowed. Twenty-six of the subjects met the criteria for major depression or about 15% of the total, and their outcomes were compared to those without depression. Participants were assessed using the Depression Model of Structured Clinical Interview and several outcomes were measured through various methods of selfreporting. The findings. Again, not surprisingly, those with major depression fared less well or had poorer outcomes. Those with major depression reported greater psychosocial dysfunction, psychological distress, symptoms of post-concussive disorder and neurobehavioral disturbance. One important point: Doctors choosing to work with whiplash cases must have a thorough understanding into issues as subtle as those I ve discussed in this issue. If you are considering a case and need a second opinion as to injuries or the extent of them, that s what we are here for. I pride myself on a chiropractic practice that is responsive to attorneys, including a 24 hour narrative report guarantee, we boast the most prompt paperwork in the city, and I ve assembled a unique team with a specific specialization in personal injury patients. When you need to reach me, you can find me. If we can be of assistance, please feel free to reach me at or drop me an at drbrooks@yahoo.com. Sincerely, Dr. Bill Brooks WHY IT S ESSENTIAL TO HAVE A CHIROPRACTOR ON THE TEAM: It s difficult for personal injury attorneys in trying cases and interpreting the law to be experts also on scientific research and clinical evaluation. A chiropractor can be invaluable in assessing patients. As an expert in evaluating auto injury cases and their unique attributes, finding and using a good chiropractor who specializes in auto injury can be of great assistance. As well as providing an excellent resource during times when credible expert witness is needed. Please call to discuss your current case or issue of concern, and see how we might be able to assist you in a professional capacity. Page 3

7 An astounding $29 billion per year is spent on whiplash injuries and litigation in the U.S. By one estimate there are more than 4,000,000 rear-end collisions a year in the U.S. Many of these crashes lead to whiplash injuries. Insurance companies desire to minimize the perceived impact of an injured parties condition, to reduce their expenses. We consider such a practice unethical and runs counter to the patients interest. Having worked with hundreds of auto injury cases, we can provide a credible and accurate view as to an auto injury victims condition. We aim to neither overstate nor understate the severity of their injury. Rather, our commitment is to provide a full and complete understanding of the injuries of such a patient. As more and more whiplash cases occur, it becomes increasingly critical that the busy personal injury attorney receive information from a credible expert who has vast experience working with auto injury cases. Because of my experience working with whiplash injuries, I have chosen to specialize in such cases. My office provides full accounting of injuries, narrative reports and full documentation of a victim s injuries. We also work with other doctors and medical specialists which may be needed at times. Here is what you can expect from us when you refer a client to our practice: Benefit of working with me and my team of Auto Injury Specialists: A timely narrative report, usually within 24 hours, or it s free Proper Medical/Orthopedic referrals as necessary Psychological evaluations when necessary Claim numbers obtained and provided for you and your staff quickly Diagnostic testing reports faxed to you within 24 hours of receipt You will also receive important Progress/Patient noncompliance reports Please call to discuss your current case or issue of concern, and see how we might be able to assist you in a professional capacity. Dr. Bill Brooks at N. Main Street Rochester, NY MY PLEDGE TO YOU: I am available when you need me nights and weekends, if necessary, and on short notice. My office is specially equipped to evaluate accident-related trauma patients. I will personally and promptly respond to your calls and attend to your questions. I am skilled at reviewing medical research studies, evaluating whiplashrelated disorder symptoms and assessing the integrity of scientific research. Page 4

8 Ben, count me in! Sign me up for a subscription to your done- 4-u Whiplash Report Newsletter. I plan on sending it to attorney s offices in my city so that I can stand out from the crowd, and grow my personal injury business! All I have to do now is mail the darn thing, because you re writing & researching it. Plus, send me the special Cover Letters & Paralegal Letter as a Free Bonus. Thanks Ben! Choose an option below! Bookkeeping Discount: Annual subscription, Get $170 Bookkeeping Discount, with an annual subscription! One easy payment of $994 One installment 3 easy monthly installments Monthly subscription: Charge my credit card $97 a month, can drop out any time with 30 days notice Please rush my issue of the Whiplash Report Newsletter & Free Bonuses to: Your name: Practice name: Practice Address, City, St, Zip: Office Ph. Website: Billing information Billing Address City, State Zip Credit Card # Exp Date Signature PLEASE NOTE THAT YOU ARE RESPONSIBLE FOR COMPLYING WITH APPLICABLE STATE BOARD RULES AND LAWS, THAT THERE ARE NO PROMISES OF RESULTS, THERE ARE NO REFUNDS. YOUR SIGNATURE ABOVE CONFIRMS AGREEMENT TO THESE TERMS.