How Does Empathy Get Law Firm Clients on Facebook?
How does Empathy (on Facebook) Bring More Law Firm Clients?
Welcome law firms! Happy day to you and please remember to breathe deeply and enjoy life!
Being a lawyer is a tough job. You have to know the law, and you’ve often got people’s lives in the balance. You have to make decisions and coach your clients which way to turn — sometimes in the most intense and difficult situations. Hats off to all of you!
WHAT’S IN THIS POST:
- FACEBOOK ADS MASTERCLASS: 3 day enrollment only and offer to do it for you
- USING EMPATHY: For winning better settlements
- USING EMPATHY: Facebook Ads test with proven results
I’m taking the Facebook Ads Masterclass down.
Today I’m sharing 3 day open enrollment with substantial limited discount for my Facebook Ads Masterclass that takes you through the entire shebang, and an offer where we do it for you with a short 6 month contract.
I’m also sharing my book recommendation where you can learn how empathy wins better settlements.
Finally I’m sharing my data where I ran the same ad with empathy and without empathy, and the surprising response rate.
Does 12 vetted ideal injury clients @ $25 (or less) each sound good? I’ll tell how empathy made the difference.
PERSONAL NOTE
Before I go into this episode about empathy, I am not on camera today. It’s been almost 3 weeks I’ve been sick (tested positive for Covid).
I promise next week will be the final episode 3:3 on Google Maps.
Here’s what made me think of empathy: Last week I asked you to say hello by clicking reply to Mary@GoMediaMarketing.com (since I’ve been isolated with Covid). I felt lonely.
2,279 law firms opened my email (a low open rate compared to normal), and no one said “get well” or “hello”.
In fact, only once (in 14 years) were we invited to a Christmas party! (Thank you West Seegmiller back in the day)
So let’s talk empathy! But first let’s look into my Facebook Masterclass or the possibility of us handling your Facebook Ads.
Facebook Masterclass Enrollment (Course closing completely in 3 days)
Yes, I’m taking the Facebook Masterclass down. If you want it now is the time.
I’ve been teaching hundreds of law firms how to create media and get clients since 2008. I’m not hiding the ball … I’m not convincing you, if you want clients from Facebook get the Masterclass.
Why is this course valuable?
There’s a rumor Facebook Ads don’t work. That rumor is silly. It simple means someone didn’t take the time to figure it out.
Making Facebook Ads successful for various practice areas took me 2 years of testing and analyzing data. Now I’ve been running Facebook Ads for law firms since 2017. And you can leapfrog past all that headache!
If you bring in multi million dollar clients for a one time low price – isn’t that a great investment? Yes! It is! It happens all the time over the course of my career.
I’ve been making you millions for a small amount of money my whole life!
Furthermore, my Facebook Masterclass gives you the keys to the castle by knowing how and why you’ll get clients in your practice area. Teach your staff! Download the files.
Why is enrollment only open for a short time?
I love teaching you, but I don’t love convincing you about the worth of my experience. I am closing all enrollment in 3 days.
Want us to do your Facebook Ads For you?
We also have a special today where we do it for you (a 6 month commitment @ $1,500 monthly).
The only way to find out is to email me: Mary@GoMediaMarketing.com
Ok peeps … let’s ‘git’ on with the post about the extreme value of empathy!
Why is Empathy of Extreme Valuable for Winning Bigger Settlements?
You may think “I don’t have the time to read this book…” But I say reading this book will help give you back your time. It’s very well written.
You may have caught on that I’m a huge Nick and Courtney Rowley fan, and love/recommend their book “Running with the Bulls” How to Win Top Dollar Settlements ” (1st edition (2019); ISBN: 9781941007822 Publisher: Trial Guides, LLC). But what you may not know is a big part of their approach to winning top dollar settlements is empathy.
In the section called “Get to Know Your Clients” (p.27) they explain;
“While knowing the law, filling our toolboxes, and perfecting our craft are all important, nothing is more powerful and necessary to evaluating our cases and winning top-dollar settlements or verdicts than knowing our clients and their stories.”
(Nick and Steven Halterman also write about this in their previous book “Trial by Human” (Portland, OR: Trial Guides 2013)
I took this to heart as a marketing agency long ago, realizing I was talking to hundreds and thousands of potential clients who were in the worst situation of their lives.
What could be more powerful than learning to empathize with what they were facing?
STORY: New Jersey Personal Injury Firm Facebook Video Ads and Empathy
Back in 2019, I was working with a law firm in New Jersey (State changed to protect identities) who I knew needed video ads for our Facebook advertising campaigns. Facebook works better (in terms of data and automation) with video.
I wasn’t in New Jersey, so I’d direct from afar. I had an assistant at the firm drive around in the car filming with his iPhone interviewing the lawyer while following my instructions about angles, audio, lighting and content.
The ordering of ideas, like with any legal brief, or presentation of any kind is crucial.
I re-emphasized the importance of empathy prior to their shoot and asked they film the questions and answers in this order:
- Tell the what the viewer will get from watching the video
- Empathize with why they may be beginning to feel they need a lawyer
- Go into detail about the subject
- Tell a quick story (2 or 3 sentences) that demonstrate your experience
- Tell them what they should do next (even if they don’t go with your firm)
- Tell them how to get in touch with you
The Videos Were Missing Something Important
The 10 or so videos were mostly usable (even shot on an iPhone).
The audio was fine, they looked a little off kilter, but they were driving so it was ok. We made them look and sound way better in post.
However, empathy was completely missing from all of the videos.
I was beside myself knowing in my heart that a lawyer talking “at you” about what to do without empathy can be alarming.
Part of the post production process was putting a soft gentle piano over the more abrasive quality of this video.
We also created an opener that included empathy (with my voiceover artist here in California).
The empathy section was one sentence.
- “We know it’s hard to be in a position where you think you may need an attorney.”
The Facebook Empathy Test
HOW VALUABLE $$$$$$ IS EMPATHY?
Next my curious brain decided to run a test on Facebook.
Does it matter that the law firm did not remember the one sentence empathy component? Here’s what happened…
We A/B Tested the Videos on Facebook – Empathy v. No Empathy
- Video Ad A; With once sentence of empathy, and
- Video Ad B; without empathy.
BUDGET:
$300 for 2 weeks
Planning to bump up the budget when it works.
A/B Facebook Video Ad Empathy Test Results
AD A (EMPATHY) RESPONSE RATE:
12 personal injury leads. ($25 per lead).
NOTE: This was before we worked to get the cost down to $8.58 per signed client using every element available. Later we were signing about 26 clients a week at $8.56 each.
AD B (NO EMPATHY) RESPONSE RATE:
Zero personal injury leads.
Conclusion
How does Empathy (on Facebook) Bring More Law Firm Clients? It’s clear from my data and years of experience, missing even one sentence of empathy can ruin your advertising.
So when someone says “Facebook Ads don’t work” … what did they post? Did they forget empathy? Bother to follow up?
Facebook, ads have hundreds of options. It’s easy to fail. Winning takes concise strategy.
In Nick and Courtney Rowley’s book they also demonstrate how they use empathy as an amazing tool in winning top dollar settlements for their clients. And we’ve enjoyed building their tools into our Intake Questionnaires to help your clients attain better results.
Love is the most powerful tool in your arsenal, and empathy is a reflection of the love in your heart.
Thank you to Nicholas Rowley & Courtney Rowley, Running with the Bulls How to Win Top Dollar Settlements; 450 pages; 1st edition (2019); Trial Guides, LLC
