1.
The Lost Art of Lawyer to Lawyer
Referral Marketing
Presented by
John Fisher and Larry Bodine
March 2, 2016

2.
Today’s presenters
Larry Bodine
• Editor,
National Trial
Lawyers
• Social media marketer
• Attorney
• Blogger –
www.larrybodine.com
John Fisher
• Birth Injury
Malpractice
Attorney, New York
• Marketer of the Year, 2013, Great
Legal Marketing
• Author, The Power of a System
• www.protectingpatientrights.com

3.
Just Imagine…
• An entire marketing system…
• Revolving around just ONE THING…
• The IDEAL CLIENT…
• A steady pipeline of new cases…
• Who prescreens every case for merit…
• Who is this?
You are!

4.
Say Goodbye to Mass Marketing
• 99% of consumers don’t need you
• A laser-beam targeted marketing system
focused on your IDEAL CLIENT
• Where your referral partners spend all the
money on advertising

5.
Who is your Ideal Client?
• Top 10 Referral Sources
• Steady referrals of new cases
• This is your Ideal Client!

6.
How can you get referrals when no one knows who you
are…
• A FREE book given away to your
referral partners
• Build celebrity status and notoriety
• Seminars & workshops about the Book
• The Goal:
and where do you start?
SHOW UP LIKE NO ONE ELSE!
THE FIRST STEP

7.
You’re just getting started…
• Just for your referral partners
• Gives away ALL OF YOUR SECRETS!
• A newsletter that your referral partners keep
THE SECOND STEP
The Book is just not enough to stay top-of-mind with your
referral partners… The answer?

8.
The Goal of your newsletter?
• Being everywhere… the multiplicity effect
• Staying top of mind with referral partners
• Seed, CULTIVATE and then harvest
• Showing up like no one else!

9.
List Building
• Capture page
• Irresistible offer
• Marketing assets
• Funnel $ into Facebook Ads
• List building that pays for itself
• GOAL: a tribe of RAVING FANS

10.
So you’re nurturing your referral base with
the Book and newsletters…
The answer:
Seminars and workshops for
your referral partners, but…
THE THIRD STEP
But how do you create new
referral relationships?

11.
What’s the pitch?
• FREE educational seminar unlike any they’ve attended before
• FREE educational giveaways… audio CDs and Powerpoint
presentations
• FREE Continuing Legal Education credits from the county
bar association
ALL of this snowballs: “The best FREE seminar I’ve attended!”

12.
Your Secret Weapon
• County Bar Association (within 60 mile radius)
• Newsletter submissions
• CLE Speeches
• Free promotion
• Endorsement

13.
But…what’s in it for you?
• You just added 35-50 new
referral partners
• You just became a rock star
to your referral partners
• Your LIST just got bigger
NO TAKING - ONLY GIVING

14.
Your Attorney Referral Program
• Web page for Attorney Referrals
• Rules of Engagement FROM Your Law Firm
("what we expect when we refer a case”)
• Rules of Engagement TO Your Law Firm
("what you can expect from us when you refer a case”)
• Video Testimonials by Referral Partners
• Brochure with your Rules of Engagement and
Testimonials

15.
• Do stuff that no one else is doing!
• Crazy, outside-the-box marketing… that has
your peers scratching their heads…
• Pushing yourself
WAY BEYOND your
comfort zone with…

16.
• A podcast for your referral partners
• Parties for your referral partners
• Bagel giveaways
• Create web video for your referral partners
• “Shock & Awe” package for new referral partners
• A back-end campaign for your Referral Partners
through Infusionsoft

17.
What is the secret sauce to trust-
based referral marketing?
• Do a good job for just one referral
partner… and what happens?
• You now have 40-60 referral
partners from a single referral
source
• Bernie Madoff: The mad genius behind
trust-based marketing

18.
The Power of Referral-Based
Marketing for Lawyers (true story)
• A new case worth in excess of seven figures…
• Your new referral partner has already sold the client on you…
The outcome:
• $1.5 million… without doing a single deposition
• $472k in legal fees… without almost no work

19.
• Thursday, March 31st, 2016 at the Pelican Grand
Beach Resort, oceanfront in Fort Lauderdale, FL
• 18 Lawyers
• Your Biggest Marketing or Management Obstacle
• Constructive advice from Participants
• www.MastermindExperience.com