Read Ray Hrdlicka Transcript

Ray: Now, it doesn’t do you any good to pay a dollar and get a 4/5 to 1 ROI, right? I moved it up and so by 2007, at that point in time – This is not what we’re charging now because we got some special print deals from our printer because they bought a bunch of discounted stock, paper stock, and they passed it onto us so we can pass it on to the attorneys – but we were charging $2650 for a quarter. That’s roughly $10,000 a year, but if you’re bringing – Let’s do the math now – If you’re bringing 4/5 to 1 ROI, that’s $50,000 top line. If an attorney is doing a couple hundred thousand a year in gross and that’s most; solos will do anywhere from $150 to $250 a year gross. Just call it $200 for calculations sake. If it’s $200 and we bring a 40% increase to that, we just added 20% to your top line.

Richard: Right.

Ray: That’s a big deal. You’re easily going to spend $10,000 on that a year. No problem, you’ll do it again next year and the year after that, right? By 2007, we were that and we ran that same price to 2012 and then the printer – Again the economy, I print in the Midwest and the economy is horrible other than little pockets. Where I live in San Francisco Bay an maybe New York or some places like that where they have some pockets of good economics – But anyway they bought a bunch of print and I was able to discount initially; well there’s two discounts actually. I discounted it first down to $1950 and we stayed in the major areas for the $1950 and then they bought some more paper, more tons of stock, and brought it in and said listen, we can’t suck up all our floor space forever so we’re passing all this on to you so we can get rid of it. That’ll last for another six months, maybe nine months. We now are at $1350 for the entire 13 weeks and we can get their name into the jail for $100 a week.

Richard: Oh okay. Right now, you’re about; you’re saying for the next six months you’re running half, about 50% off so it’s about $1300 for 13 weeks.

Ray: Exactly, $1350 for 13 weeks because the printer has this stock. I’m going to have to raise it over that because he’ll raise his prices to me.

Richard: Right.

Ray: The issue is when they say wow, it’s $1350.

Richard: It’s one case, barely.

Ray: It’s not even. An average in a medium sized metropolitan area, you’re going to get $1500 to $2500 for a misdemeanor. You’re going to charge $2500 to $4500/5000 for a felony up to prelim.

Richard: Right.

Ray: You get one case you’ve got already a multiple ROI, but my point is what I want them to listen to, what I want them to think about is Google Ad Words for criminal attorney in their area what is it, $28, $50?

Richard: Yes. I’ve seen anywhere from $8 a click up to $80 a click. I know. They’re all coming down to cost to get a customer but in almost media I’ve seen, they cost $500 or more at least to get a customer. That’s the bottom line really what it takes when you look at how much you spend, how many people responded, the time you spent, and the actual conversion, the actual retention. A lot of places is $1,000 to get a customer.

Ray: Exactly. What a lot of attorneys don’t recognize also or don’t realize is that because I only put one bondsman in there, I give them extra copies because I want them to hand out the magazine to their clients.

Richard: Right.

Ray: Remember, they’re the only bondsman in there right?

Richard: Yes.

Ray: That same magazine has the attorney ad in there.

Richard: Has what?

Ray: That same magazine that they hand to the customer when they’re doing the paperwork to bail that person out, it has the attorney ad in there.

Richard: Oh right, yes. Right, that’s true.

Ray: Right. They take it home. The bondsman wants that magazine to go home with them. The biggest sin anybody in business can commit is six months go by, they get a phone call and they say I don’t know if it was you that I used six months ago.

Richard: Oh, I know. I understand that.

Ray: It is. That means I failed to make an impression.

Richard: Yes. Well, let’s wrap it up here because I know you and I have a lot of the same feelings and knowledge and all that, but for people listening, to the attorneys listening, they’re going to want to know now all right, how do I contact this guy and how do I get started. What’s your numbers and website and how do they get started with you?

Ray: Well, the website is crimejusticeinamerica.com.

Richard: Okay.

Ray: Send us an email at sales@crimeusticeinamerica.com or our number is 800-765-1880.

Richard: All right when people call, will they speak to you or do you have other associates they’ll speak to?

Ray: Well, they’ll; excuse me. If we’re on the phone, if I’m on the phone because a new sales call will get routed to me, then we have editorial and the distribution department but new sales calls, new customer calls will get routed to me so I can talk to them because I want to help them design the ad. Once we have a good working ad, then I have three short or four short five minute renewal phone calls with them a year. That’s it.

Richard: Okay, got you. I appreciate you taking the time.

Ray: No problem, Richard. Nice talking to you.