EDUCATION-BASED MARKETING FOR LAWYERS

How to attract new clients, increase referrals, strengthen client loyalty
and build your image as an authority -- without selling!

Dear Lawyer,

If you hope to achieve marketing success, you must overcome substantial obstacles: High marketing costs. Tough competitors. Skeptical prospects. Ethics rules. Peer scrutiny. Limited budgets. Never enough time. And more.

Plus -- if you don’t choose your marketing method carefully -- prospects and referral sources might conclude you’re a salesperson. (Can you think of anything worse?) As a result, rather than attracting clients, you might actually scare prospects away and lose future referrals. So...

WHAT’S THE SECRET TO MARKETING SUCCESS?

Common sense tells you throwing money at marketing isn’t the answer. (Also, your personal experiences may prove this point.)

After all, every day well-financed lawyers bombard prospects with an avalanche of TV advertising, yellow-page ads, billboards, direct mail letters, web sites, cold calls, door hangers, newsletters, special discounts, sales seminars, bus sideboards, ads on park benches, e-mail promotions... the list seems endless.

And still, most lawyers don’t get the results they want.

Why?

Because no matter how hard lawyers work to pound their messages into prospects’ heads -- prospects work just as hard to keep those messages out.

When consumers see or hear a sales message, they do everything possible to avoid it. They mute the television. Change radio stations. Flip past newspaper ads. Screen phone calls with Caller ID. Trash e-mail. And light the fireplace with newspaper inserts. (At least, that’s what we do with them in Payson.)

Then, today, you enter the picture. You’re a lawyer. You want to attract new clients in a dignified, professional way. And you don’t want to waste time or money on inefficient sales methods that often don’t work -- and, even worse, destroy your image.

So... what’s the most effective and direct way to reach qualified prospects -- and persuade them to hire your services -- while you maintain a dignified image?

Simple. Use my unique method of Education-Based Marketing.

It’s powerful -- because every step is built on proven principles of direct marketing. And it’s dignified -- because it gives prospective clients what they want, information and advice. And it removes what they don’t want, a sales pitch.

LAWYERS AND MARKETERS WELCOME
EDUCATION-BASED MARKETING

When editors at the American Marketing Association learned about this unique method, they featured it on the front page of their national publication, Marketing News.

When I presented this program in Portland for the Oregon State Bar, 97% of the lawyers rated it “Excellent.”

When I explained this method to the Commercial Law League of America in downtown Chicago, 250 lawyers crowded into the seminar room, with two rows of lawyers standing at the rear.

When I delivered this seminar by video-conference to the exclusive Inner Circle of Advocates, 100 of this country’s top plaintiffs lawyers listened carefully as I explained education-based marketing -- the most powerful, profitable way to attract new clients in today’s ultra-competitive marketplace.

READ WHAT LAWYERS SAY

“Best Way I Have Found”
“Education-based marketing is the best way I have found to attract new clients. Almost all of my clients are attorneys. They frequently approach me after a seminar or after reading one of my newsletters and say: you know your stuff, I’d like to hire you.”JEROME FISHKIN, Attorney at Law, San Francisco, California

“Practical, Useful, Ethical”
“Trey’s education-based marketing concepts provide a practical and useful way to attract clients to a professional practice while maintaining the high ethical standards I always wish to maintain.” C. GLENN STANFORD, Lawyer, Atlanta, Georgia

“Dignified Approach”
“Your writing is of the highest quality, your approach to marketing dignified, and your contributions to increasing the professionalism of the legal community substantial.” ROBERT ERVEN BROWN, Lawyer, Phoenix, Arizona

“Only True Way to Market”
“Trey Ryder’s education-based approach to marketing is the only true way to create a successful law firm marketing plan. His ideas come from years of marketing experience and have helped us stay one-step ahead of the competition!” SETH A. HODES, Marketing Director; Hodes, Ulman, Pessin & Katz, P.A.; Towson, Maryland

(**READ MORE COMMENTS AT THE END OF THIS ANNOUNCEMENT**)

YOU’LL LEARN THE SAME METHOD...

-- a lawyer used to secure a small newspaper article, which filled his seminar with 233 prospects.

-- a lawyer used to achieve a full-page feature article (beside his photo) in a business journal explaining how business owners can protect themselves from defamation lawsuits.

-- a lawyer used to secure an interview on the TV mid-day news, which resulted in calls from 200 prospects within three hours, over 500 in all.

-- a lawyer used to pack a seminar room with 86 prospective clients through a small article in a weekly newspaper.

-- a lawyer used to gain a front-page article in his city’s newspaper after filing a large lawsuit.

-- a lawyer used to draw prospects to seminars, after which 40% of those attending hired his services.

ALSO: Many non-lawyers have used this method with great success. You’ll discover the same method...

-- a medical doctor used to reach hundreds of prospective patients by offering his educational brochure for five consecutive nights on the TV evening news.

-- a psychologist used to offering educational materials through a one-page magazine article, which drew inquiries from over 500 prospective clients.

-- a dentist used to offer his educational materials on a radio talk show, resulting in calls at his office from 38 prospective patients.

-- a veterinarian used to attract seven new patients every day who came by referral from his client base thanks to his custom newsletter.

-- a CPA used to teach prospects how to read a financial statement in a two-page feature article in a prominent business journal.

-- a travel company used to reach business owners with personal letters, drawing a 15 percent response.

-- an office developer used to uncover 8 prospective tenants the first time he mailed a custom newsletter.

-- a business owner used to get his interview on the front page of the two largest Phoenix newspapers within the same week.

-- my wife, Stephanie, (a diabetes educator and nurse) used to promote her diabetes education practice. A two-part interview on the evening news drew requests for information from 185 prospective clients. A feature article in the Sunday newspaper attracted inquiries from 310 prospects. And her letter in Ann Landers’ advice column promoting Steph’s subscription newsletter drew 19,000 written inquiries the first week!

IN THIS AUDIO TAPE PROGRAM, YOU’LL DISCOVER...

-- 13 marketing misconceptions that cost lawyers a fortune
-- How to attract calls from the prospects you want to reach
-- How to create a powerful marketing message
-- How to begin your program of education-based marketing
-- Why selling-based marketing no longer works
-- How to give consumers what they want
-- Why most p.r. programs don’t work
-- 5 essential elements for marketing success
-- How to build your image as an authority
-- How to appeal to skeptical prospects
-- How to overcome phone-call fear
-- How to make your marketing accountable
-- Why marketing programs fail
-- Why you should never compete on low price
-- How to get prospects to eagerly pay you higher fees than other lawyers charge
-- How to cut marketing costs and improve results
-- How to get prospects to call you before they call other lawyers
-- How to identify and profit from your competitive strengths and weaknesses
-- How to profit from the power of direct marketing
-- The toughest marketing challenge you face (it’s not what you might think)
-- Why you should never rely exclusively on referrals
-- How to establish the highest possible level of trust
-- How to gain thousands of dollars worth of free publicity
-- The most effective time to deliver your marketing message (no, it’s not when your prospect is in your office)
-- The single biggest marketing mistake lawyers make
-- How to create ads that motivate prospects
-- The most powerful component you can put into a display ad
-- How to fine-tune your marketing so you attract the number of new clients you want
-- How to fill seminars with prospective clients
-- How to use newsletters effectively, which most lawyers don’t
-- Elements every newsletter should include
-- The most powerful way to use direct mail
-- Why your marketing effort should never be conducted by committee
-- How to make your marketing more efficient
-- Why you should never promote your services -- and what you should promote instead
-- 16 ways you benefit when you use education-based marketing
-- Much more.

In my view, this is the most effective -- efficient -- and dignified marketing method you’ll find. But I admit I’m biased. So here’s what I suggest:

Order these tapes today without risk. Test these proven tips for yourself. Then if you don’t agree this marketing method is everything I say it is, return the tapes for a full refund. No quibble. No questions.

And feel free to take your time. You may exercise my money-back guarantee for up to two full months!

PLEASE DON’T DELAY, for three reasons:

Reason #1. The sooner you launch your education-based marketing effort, the sooner you’ll attract new clients -- increase referrals -- carve out your unique niche -- and become the authority in your field of law.

Reason #2. Right now other lawyers are starting and refining their marketing programs. In fact, you may have noticed that you’re receiving fewer inquiries -- fewer referrals -- fewer new clients.

Reason #3. Your geographical area contains only a certain number of desirable clients and profitable cases. If you don’t get your share of the good ones, you’ll be left with the cases no one else wants. After all the years you have invested in your education and experience, don’t you deserve better than the bottom of the barrel?

Here’s good news: Marketing isn’t hard. It’s simply a numbers game. And you begin with three simple steps:

Step #1. Find an effective marketing method that reflects how you like to approach new clients (selling vs. educating).

Step #2. Determine the number of new clients and referrals you want, by the week, month or year.

Step #3. Launch your marketing program and then adjust your program’s heat -- turning it up or down -- until you attract the number of new clients you want.

Here’s more good news. You now can order this seminar on audio tapes -- or in a word processing e-mail file, which you can save on disk.

TAPE PROGRAM: The price of this tape program is low. I won’t ask you to pay $1,000. Or $500. Or even $350. You can own this audio tape set -- and profit from this unique marketing method -- for just $199. (Most lawyers cover the cost with their first new client.)

TAPE SCRIPT: The price of the seminar script is even lower. If you prefer a word processing file, which you can save on disk and print whenever you wish, I’ll send you the seminar script by e-mail -- for just $149.

What’s more, you’re protected with my 2-month money-back guarantee.

So don’t put it off. Invest now in your future -- your career -- your success!

Order your tapes today because this is one seminar you cannot afford to miss.

Cordially,

Trey

Trey Ryder

ORDER YOUR MARKETING TAPE SET BY CLICKING HERE

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“426 Calls from Prospects”
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“Outstanding Ideas”
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“I have found that Trey Ryder has his fingers firmly on the pulse of the legal consumer. Prospective clients I have interviewed expressed a strong desire to be educated about their legal needs prior to making an appointment with an attorney. I am putting together a fact sheet on each practice area within our firm, as Trey advises, and design advertising vehicles to let legal consumers know this information is available. No longer can we sit back and hope that potential clients will call us...we must communicate our knowledge and expertise to them, as Trey suggests, so they will be compelled to call us. Thank you, Trey, for showing us how to differentiate our firm from the plethora of other firms within our market area.” LYNN E. ADAMS, Seibert & Kasserman, L.C.; Wheeling, West Virginia

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“Highly Useful Suggestions”
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“Marketing Alert Confirms Strategies”
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“Education Lends Credence and Respectability to My Practice”
“Trey, I always try to educate my clients, not sell them my services. Once they are educated, they know they need my services. But, my marketing message is directed at educating and helping the public, so it lends credence and respectability to my practice.” EDWARD ADAMSKY, Adamsky Law Offices; Tyngsboro, Massachusetts and Pelham, New Hampshire

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“Trey, Your weekly Marketing Alerts have been extremely educational and helpful with the development of our marketing plan. I have looked to other areas and marketers for ideas, however, the legal field is specialized and cannot fit into the normal “mold”. Your insightful approach has given our Firm a basis for our development. What once seemed overwhelming is now an enjoyable part of my job. Thank you for sharing your vast knowledge in this specialized field.” WENDY WIER, Shinners & Cook, P.C.; Saginaw, Michigan

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“Trey, Thank you for the litany of ideas provided in your lawyer marketing alerts. I have begun to incorporate many of your suggestions into an information-based marketing plan. Your practical suggestions not only attract prospective clients but also help me to better serve both existing and former clients. In addition to their effectiveness, the suggestions in the lawyer marketing alerts you regularly provide enable me to market in a dignified manner. For this, I am grateful. Thank you.” J. TIMOTHY GEORGE, Attorney at Law; Erie, Pennsylvania

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“Marketing Alert Keeps Me on Track”
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“Very Useful Information”
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“Marketing Alert Very Insightful”
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“Thanks for Valuable Information”
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