The fastest way to gain more clients is NOT by spending more money on advertising to generate more leads… BUT to convert more of the leads you’re already generating. This will teach you how to use your own book to attract more leads, convert more callers, and stimulate more referrals without spending any more money on advertising. To increase your income stop spending more money to get more leads and start plugging the holes in your lead conversion bucket. You'll gain more clients and generate more revenue without spending more money on advertising.

1. How to Convert More Callers to Clients
Without Spending More Money
on Advertising
Presented by The National Trial Lawyers
May 25, 2017

2. Today’s Presenters
Larry Bodine
Editor, The National Trial Lawyers
Sr. Legal Marketing Strategist, LawLytics
Michael DeLon
Michael is an author, speaker,
marketing coach, and the founder
of Paperback Expert, a marketing-
centric book publisher for
attorneys.

3. The End of the Matter
No Sales Pitch - really.

4. Keep it Simple
The fastest way to gain more
clients is NOT by spending
more money on advertising
to generate more leads…
BUT to convert more of the leads
you’re already generating.

5. Conversion Calculator

6. The fastest way to increase
your income is to plug the holes
in your lead conversion process.

7. Advertise
TV
Social Media
PPC
Billboard
Phone Ring
Follow Up
Defined
Intake
Process
Text, Call, Email
Physical Mail
Social Media
(or they hire someone else)
Typical Process
Convert them to a Client

8. Advertise
TV
Social Media
PPC
Billboard
Phone Rings
Follow Up
Defined
Intake
Process
Text, Call, Email
Physical Mail
Social Media
Most
Marketing
Focuses
Here
Convert to a Client(or they hire someone else)

9. Advertise
TV
Social Media
PPC
Billboard
Phone Rings
Follow Up
Defined
Intake
Process
Text, Call, Email
Physical Mail
Social Media
Profitable
Marketing
Focuses
Here
(or they hire someone else)
Convert to a Client

10. If this is what
you are sending…
… then you are showing up
looking like every other attorney.
What you send callers after
they call makes a difference.

11. Change the Game
How we THINK about these brands
influences which one we choose.

12. How callers THINK about you
influences Who they Choose.
“After spending thousands and perhaps millions of
dollars to attract a client, take their calls and try to
bring them into your firm, you have nothing of
value to send them after the first call.
You’re just like all the rest of the lawyers hustling for
clients.
Sending them the ultimate business card that
no one throws away, separates you from everyone
else.”
Harlan Schillinger
Legal Marketing Expert
What Will Position You on the TOP Rung
of the Ladder in Your Caller’s Mind?

13. Send Every Caller a Signed
Copy of Your Own Book

15. Generatingleads is important.
Convertingleads is vital.
The easiest way to convert more callers to clients
without spending more money on advertising is to:
Send Every Caller a Copy of Your Own Book
and Position Yourself as
The Legal Authority in their mind.

16. What Happens (in their mind)
when you send them your book?
Instant Credibility
Recognized Authority
Develop Greater Trust
Emotional Bond
Recognized Authority

18. 3 Obstacles that Stop
Most Lawyers
1. Time
2. Money
3. Know-How

19. How would you use your
book to gain clients?
3. Know-How
2. Send Every Caller a Signed Copy of your
book to differentiate yourself
1. Use Your Book IN Your Current Advertising
to Generate More Leads
(You’re already paying for these ads. Your Book will make them work better.)
3. Give copies to your clients & COIs
to stimulate referrals

20. Promote Book Online

21. Generate Leads
(TV ads, Website, etc.)
Convert Callers
Stimulate Referrals
Do Like Dino

22. National Publishers: No Interest
2. Money
Retail Publishers: $25,000 to $50,000
Niche Publisher: Much less

23. 1. Time
12-24 months
(if you ever finish)
100’s of hours writing
Publishing Process
Ryan Sargent

24. Endless Strategies
Shelf Life
Never Thrown Away
1x Investment
A Book is the Only Tool
that Provides:

25. To Convert More Callers
Using Your Own Book…
DIY
License Someone Else’s Content
Outsource
You 1st Need Your Own Book:
Work with a Experienced Publisher

26. What We Do
Niche Publisher for Attorneys
Speak-to-Write process: 90 days / 24 hours of your time
Worldwide distribution through Amazon, Kindle, and Paperback
Author Bootcamp where you learn exactly how to use your book
to convert more clients and generate more profit

27. Our Clients Speak
“I started on my book a year ago and
I haven’t been able to finish it.
It was never going to happen on my own.
After a few phone calls, Michael and his team have my book
nearly done. I couldn't have done this without them.” Ryan Sargent
San Diego, CA
Steve Grover
Alberta, Canada
“People are impressed that I wrote a book.
They see me as an expert and as someone like themselves.
I use my book in many ways to market my firm and educate people.
It’s a great resource for the community and my business.”
Ken Hardison
“The process is simple, fast, and affordable. I used
Michael to publish my book, Systematic Marketing, and
I refer people to him. My advice is to call Michael
and start using your book to convert more clients.”

28. 3% Increase in Caller
Conversions = $$$

29. You Don’t Need
More Leads…
You Need to
Convert More of the Calls
You’re Already Generating…

30. Send Every Caller a Signed
Copy of Your Own Book
Author Bootcamp
$3,000/mo *5
Includes 100 copies
Schedule a Call to see if this is right for you:
PaperbackExpert.com/Personalinjury
Time
Money
Know-How
90 Days / 24 Hours

31. Q&A
Michael DeLon
Michael@PaperbackExpert.com
(501) 539-0038
Larry Bodine
LarryBodineNow@gmail.com
www.PaperbackExpert.com/Personalinjury