John Morgan started out here in Tampa, but he’s known throughout nearly all of America. He’s the personal injury lawyer who coined the slogan “For the People.” It’s a catchy pitch and he’s made the most of it, putting it on billboards, in radio ads, and scattering it across the United States as he makes more money and opens more law firms.
While many lawyers either envy or mock John Morgan, there is something to be said for the massive success of his marketing campaign. In fact, one of my associates recently shared with me, somewhat shamefacedly, that one of the first phrases that her toddler ever uttered was “John Morgan, ForThePeople.com!”
But how do you market if you’re not John Morgan? For most, marketing is a learned skill. It doesn’t come naturally. But the more you actively market, the more comfortable you’ll become doing it; the more you do it, the more ingrained and natural it becomes. You must hone your skills at my five marketing fortes: Pitch, Publish, Present, Profile, and Partner. Each forte will build on the one before. The better that you become at pitching, the easier you’ll find publishing. The more you publish, the less difficult it is to present. And so on.
So how do you develop these skills if you’re not John Morgan? First, learn them. I can help you with that. I’ve written books, filmed webinars, and prepared tools to help you. I have workshops that you can attend. I even have a toolkit with weekly steps that will guide you through a year-long plan to your own personalized marketing success. If you follow the weekly steps, by the end of the year, you’ll have more of the types of clients that you want, and you’ll have built more beneficial relationships with other respected professionals.
Then it’s just a question of practice.
Is it easy? No. When I started, although I had run my own law practice for decades, I didn’t know much (well, let me be honest, anything) about marketing. It took me time to learn the best marketing practices. It took a lot of hard work (and still does) and many costly errors (not anymore) to develop and maintain these skills so that they are now second nature. But the payout is worth it. I can now turn away the clients that I don’t want. I am able to choose the families whom I want to help and the types of professionals with whom I want to work. This has lowered my stress (as well as that of my family and staff) and improved the quality of my work.