Morgan D. King, Esq.
-
REFUND POLICY
925 336-9438 or
925 829-6460
SEARCH
-
BANKRUPTCY
-
DELINQUENT TAXES
-
FORECLOSURE
FOR TAX & BANKRUPTCY PROFESSIONALS
BOOK & THUMB-DRIVE $ 149;
BOOK ONLY $ 129.00;
THUMB-ONLY $ 95.00;
Product # 23. sku # 502-A
COMB-BOUND BOOK & THUMB-DRIVE
Affordable
MARKETING A CONSUMER BANKRUPTCY PRACTICE
By
Morgan D. King, Esq.
with other contributors and - editors
ABOUT THIS BOOK
THIS BOOK COVERS NON-INTERNET
MEDIA MARKETING
TO BUILD YOUR PRACTICE
Looking at 2019, 2020, and 2021, consumer bankruptcy filings have crashed, partially due, perhaps, to the Covid pandemic. Now, you're looking for more clients.
Bankruptcy filings in the United States were expected to soar during this year’s economic recession, induced by COVID-19. Instead, they dropped 27 percent year-over-year through August, driven by an unexpected drop in consumer and small business filings.
However, experts are saying that this decrease in the number of bankruptcy filings is the lull before the storm that can be expected to hit very soon. Likewise, foreclosures are predicted to skyrocket.
You need to think about marketing to get your share of those clients.
There is some discussion of internet marketing, but the key emphasis of this book is on non-internet promotion and marketing.
It's what we all did before the Internet came around.
ABOUT THE AUTHOR
Of the California Bar
-
Gradate from University of California, Berkeley, and University of California School of Law, Davis.
-
In private practice since 1972 - 50 years and counting.
-
Author of eight books on consumer bankruptcy law and California corporate practice.
-
Chairman of city of Dublin Planning Commission
-
Lead the successful effort to preserve the West Dublin California hills Greenbelt from development.
-
Frequent lecturer at NACBA and other professional organization events around the nation.
-
Webinars for LearnBankruptcy.com, BankruptcyAcademy.com, LearnTaxDischarge.com
-
Recipient of NACBA's Distinguished Service Award, 2005
-
Recipient of NACBA's Attorney of The Month award, 2010
CONTENTS
CHAPTERS
THE MARKETING PLAN
2. IDENTIFY YOUR MARKET
3. TARGET THE MEDIA
4. CREATE THE MESSAGE
5. PREPARE THE OFFICE
6. IMPLEMENT THE PLAN
7. APPENDIX
8. INDEX
DETAILED TABLE OF CONTENTS
CHAPTER 1
1.1 THE MARKETING PLAN
Some thoughts on building a practice
Why grow?
Leveraging
Managing versus practicing law
Staff training and supervision
Managing
The Omelet Principle
Malpractice
The nature of bankruptcy practice
Specialization
The competition
Legal clinics
Prepaid legal plans
The Internet
Petition preparers
Demographic shifts
Excellence is expensive
1.2 WHY MARKETING?
Your competitors are marketing
Legal services are underutilized
1.3 WHAT IS MARKETING?
Selling and marketing compared
Marketing and law practice
Marketing and selling combined
Market research
Things change over time
Selling as a marketing tool
A 7-Point marketing plan
Targeting the market
Where is the need in the marketplace?
Identify your market
The market profile
Identify the best way to reach them
Create an effective message
Prepare to measure and manage the response
Implement the plan
1.4 SOME IMPORTANT POINTS
Mass media versus targeted media
Unity of identity
Marketing takes time
Strengths and weaknesses
Unity of goals
Avoid common mistakes
Ethics and malpractice considerations
Marketing resources on the Internet
Conclusion
CHAPTER 2
2.1 IDENTIFY YOUR MARKET
Before you take the plunge
Who are you trying to reach?
2.2 PROFILING THE BANKRUPTCY CLIENT
Other characteristics of insolvent consumers target groups
2.3 ACTION STEP # 1
CHAPTER 3
3.1 TARGET THE MEDIA
Reaching your targeted market
Assessing your resources
Time intensive media
Things to consider
General concepts
Mass media versus targeted media
Media mix
Repetition of impressions
Using your strengths to build a practice
Time-intensive media
Clubs and organizations
Commercial, or trade associations
Free advice members organizations
Writing articles
Issuing press releases
Internet e-mail newsletter
Free weekly counseling clinic
Giving speeches in the community
Teaching a law-for-the-layman class
Local bar attorney referral panel
Taking to lunch or breakfast
Newspaper clippings
Small-group breakfast seminars
Join pre-paid legal insurance plans
Speaking at bar-sponsored seminars
Newspaper & T.V./Radio publicity
Consulting online
Be a guest on talk shows
Write a book
Distribute coupon booklets
Word of mouth from former clients
3.2 MONEY-INTENSIVE MEDIA
Paid media
The media kit
Phone directory advertising
Newspaper advertising
Television commercials
Radio advertising
Direct mail
Seminars
Internet marketing
Professional public relations
Brochures
3.3 REDUCING THE COST OF MEDIA
ACTION STEP # 2
CHAPTER 4
4.1 CRAFT THE MESSAGE
A. BASIC CONCEPTS
Bankruptcy Reform Act (“BAPCPA”)
Designing the message
Basic message concepts
The Competitive difference
Your competition
Ideas for the competitive advantage
Message structure
The hook
The I.D.
The content
The stinger
Buzz words
Content marketing
Psychological factors
Public opinion of lawyers
Consumers and the legal profession
ACTION STEP # 3
B. CONTENT MARKETING
CHAPTER 5
5.1 MEASURE THE RESPONSE
Data collection & evaluation
The campaign file
Collecting the raw data
The cost-benefit appraisal
5.2 MANAGE THE RESPONSE
Telephone traffic
Consultations
Processing the files
Training and supervisions
Checklist to prepare the office
ACTION STEP # 4
CHAPTER 6
6.1 IMPLEMENT THE PLAN
Implementation
When to start the campaign
Repetition of impressions
Duration of the campaign
Rotation of the media
Media mix
Refreshing the message
Time of day
Budget
The market test
ACTION STEP # 5
APPENDIX
A simple marketing plan worksheet
New client survey form
Client satisfaction survey form
ABA Model Rules of Professional Conduct
Trey Ryder articles
Creating an e-mail Alert
17 Fatal Mistakes
Building Client Relationships
Marketing Secrets of Super Lawyers
Education-Based Marketing
11 Brochure Mistakes
How to Market Other Practice Areas
9 General Rules For Marketing
How to Charge More Than Other
Define a New Niche
Make Yourself Scarce – Attract More
Credibility, Value and Appearance
Secrets of a Powerful Web Site
6-Step Process in Building a Web Site
No Firm Too Small for a Marketing Plan
Advertising Rules Apply to ‘Net’
Cyberlawyers Chart Uncertain Course