Attorneys John Fisher and Larry Bodine reveal how to get relationships with influential, prominent lawyers who can send referral after referral to you for the rest of your career — and you’re not paying a penny for TV or billboard ads. Topics include: ● How to get new referral partners ● Your online “co-counsel program” ● Building equity with your referral partners ● How to give tons of value to your referral partners ● Nurturing your relationship with referral partners ● Party like it’s 1999 ● Become a rock star with lawyers

1. The Secrets of Referral
Based Marketing
Presented byThe NationalTrial Lawyers
Speakers:
• John Fisher, Esq. and
• Larry Bodine Esq.
November 3, 2015

2. Today’s speakers
Larry Bodine
Tucson, Arizona
Attorney, Marketer,
Journalist
Editor ofThe National
Trial Lawyers.
Editor,
LawMarketing.com
Author, LawMarketing
Blog
John Fisher
Kingston, NewYork
Owner and founder of John
H. Fisher, P.C., focusing on
medical malpractice.
Entrepreneur. Selected the
national Marketer of the
Year in 2013 by Great Legal
Marketing
Author of the best-selling
book, The Power of a
System: How to Build the
Injury Practice of your
Dreams.

3. Why Referral Marketing?
• High Quality Cases
• Loyal clients
• Zero cost

4. LifetimeValue of a Referral
Partner
2002 2006 2011 2016
Value of Referral Partner
Market Value
$
$$$

5. Yin-Yang relationship
Express arrangement with
transaction and business
lawyers (yin-yang
arrangement).
You and your source must clearly
understand what the other is looking for.
Upsell: Seek conflicts from megafirms.
Downsell: Major cases that solos can’t
handle.
Get a referral by giving a referral.

6. HowTo Ask a Referral
Go to lunch or breakfast
Cover any current business
Thank them for meeting
Tell them you are looking to
expand your client base and
meet potential clients
Be specific about whom
you want to meet
Let them sell themselves

7. Targeted Marketing
• B 2 B?
• Lawyer to lawyer?
• PI to Med Mal?
NO
NO
YES!

8. Bernie Madoff Effect
• One relationship
• 70+ atty law firm
• Daily referrals

9. The Cornerstone: Newsletter
• Target referral partners
• Stay top of mind
• The multiplicity effect

10. Speaking for New Cases
• Celebrity status
• Minimal cost
• Online reviews
• New referral partners

11. Your SecretWeapon
County Bar Associations
County Bar
Association
YOU
• Seminars
• Newsletters

12. Meet Lawyers on Social Media
• 94% of Americans use social media to connect
with friends and family -- Gallup
• 84% of Americans rely on word of mouth
recommendations and referrals to help them
make their purchasing decisions -- AC Nielsen:

13. Online Referrals
• Website for lawyers
• Facebook ads
• Email newsletters

14. The Indestructible Business Card
• Celebrity Status
• Speaking gigs
• New referrals

15. Grass-roots Craziness
• Blues Cruise
• Podcast
• Article submissions
• Handwritten notes
• Random acts of kindness

16. Your Unique Selling Proposition
• Thorough case evaluation
• Build equity
• Guaranteed referrals

17. Your Mission
• Annual goals
• Long term goals
• 500 referral partners
• The end of mass marketing
“Your mission, should you choose to accept it”

18. Your Challenge
• Become the 4%
• Book & newsletters
• Your Dream Initiative
• Mastermind
INITIATIVE

19. Mastermind Event
November 19 – Chicago, IL
• One on one with your biggest marketing or
management challenges.
• “Hot-Seat” presentation: getting specific answers
• Join a powerful group of lawyers simultaneously
sharing and being taught.
• Online accountability – post-event
• No sales pitches