How Do You Easily Turn Your Attorney Clients Into Authors Of Their Own Books?

Interviewer: Are attorneys open to being interviewed once they realize the results?

Richard: It is easy because a lot of other companies want attorneys to blog. Well, you know what? They’re not going to do it. It’s like saying you have to eat better and exercise. Well, good luck for most people. I’m one of them. You know what you have to do. Are you going to do it? No, you won’t because you’re busy.

Another product is a book. We help the attorney create a book. I can do a one hour Q&A call, and turn that sucker into a 60-page book. Attorneys tell me, “This is awesome. I’ve wanted to write a book for five years, and here we are. We did it in an hour.” It is the same thing with content. If I tell you to blog even 30 minutes a week, you’re not going to do it.

If I tell you let’s get on the phone once or twice a month for 45 minutes, you are speaking about dozens of articles. You don’t have to blog a thing. It comes that easily and naturally. It’s effortless. Once they get into it and they see, they love it. Again, it’s effective and it’s talking. They love to talk.

Interviewer: Tell me more about the book. Who’s a good person to do the book? What are the results of a book? How do you distribute it?

Richard: The book is a whole story unto itself. When you deal with clients, they have choices. A lot of people cry about competition. A person may say, “This firm down the street is doing criminal cases for $800. I can’t compete against that. What am I going to do?”

Well, all lawyers say the same thing. They say, “I’m aggressive. I’ll fight for you. I’m a former prosecutor. I have 10,000 years of experience. I offer a free consultation.” It’s all the same garbage. So in the absence of any distinguishing factors, someone is just going to go with their gut or the lowest price.

You don’t want to play that game because lowest price means you starve to death. If they go with their gut, well good luck with them picking you. It’s kind of random if they even get to you. So how do you differentiate yourself? Well, one way is to write a book. Let’s say I was arrested for DUI and I am looking at two different lawyers.

Lawyer Joe Blow wrote a book on DUI. I’m going to say, “Wow, this guy is an expert. He wrote a book. That’s cool.” I’m going to go with him versus John Doe who’s just saying the same gobbledy-gook that everyone else is saying to me.

It’s an authority play. It positions you as an expert in your field. I know attorneys are not allowed to say expert, but it positions the person as the authority. The book shows you focus on this and you know a lot about it. It gives you credibility.

Interviewer: Is it true an attorney cannot call himself or herself an expert in the field?

Richard: Yes, a lot of states won’t let you use that word. They won’t let you say specialist. They won’t let you say expert. It is ridiculous semantics. However, you can say, “We focus on this,” or “We concentrate on that.”

Yes, that’s what the book does, and the book goes a lot of places. We do this call. It gets transcribed. That content goes on the attorney’s website, and it becomes a lot of content to get them from Google searches. Even if they have another SEO company, this will help them, anyway. It is not going to hurt them.

Then we make a PDF of the book that people can download. The attorney can email potential clients the book. They can have the book on their website where they can download it. Then we also encourage them to get physical copies printed, which we do for them. People think that is kind of unnecessary, but it is very helpful.

Here’s why. If you look at an attorney’s sales funnel, here’s how it looks. An attorney will get an email or phone call. They then call the potential client. Attorneys call them all potentials. They hear the facts of the case, and they sound good. This person sounds viable. They talk to them about the case. Then the person will say one of a few things: “Sounds good; I need to talk with my wife; I’ll think about it; or I’ll get back to you.” That person then disappears into the mist.