Welcome Lawyers! And happy Summer to all of you beautiful attorneys who are reading, clicking, subscribing and enjoying this content.

This is video 3 in a 3 part series. This video (email and article) is “Why are Car Accident clients on the fence?”

The first video in this series was “My #1 Tip for How to Build a Car Accident Firm” where we jumped into the mindset of your potential clients.

The second video in this series was “How can writing an eBook help build a Car Accident Firm?” so we focussed on content and a marketing strategy, which explained that they are skeptical and on the fence… and now I’m talking about “Why are Car Accident clients on the fence”?

Building a car accident firm is not as obvious as you might expect, and understanding why they’re on the fence, or what fence they’re on… is crucial to your success in building or continuing to build a car accident law firm.

Do not try this Strategy

Many of you might say:

“Mary, we’ll put a TV commercial on cable television, and a billboard… and that’ll be all we need”. — The law firm

Notice the law firm said “a” commercial and “a” billboard?

Doing anything just once isn’t going to get any bang for your buck in my experience.

Why do you see billboards and TV spots for Car Accident lawyers if it doesn’t work?

It works! In fact, it my own experience, TV and billboards works amazingly well, ONLY if you’ve already been doing it for many years.

Additionally, TV and billboards can work when just getting started... if you have an enormous budget and are ready to jump into the game and stay in the game.

Do not expect to put up one tv commercial or one billboard and then get a steady flow of these kinds of cases.

You need to be constantly in front of those people no matter what marketing strategy.

There are much better and cheaper ways to to go about building your car accident personal injury firm.

Why do I care about YOU Building a Car Accident Law Firm?

I’ve been helping lawyers with marketing and management my whole life.

I started as a receptionist, then intake, then legal secretary, then built my own legal marketing agency where I also help my clients streamline their systems.

I could rattle on about my experience but I’ll spare you! If curious go to the “about page” on this website.

I contemplated getting my law degree, only to be a car accident referral firm.

Some would say that’s not a reason to get your law degree.

I know how to get these cases. And nothing about it is greed for me. It’s grief. It’s a personal connection to car accidents — especially when they’re handled badly, or not at all.

I want those suffering in good hands period. 

Why Your Experience Matters

MY CONNECTION TO CAR ACCIDENT CASES: If you’re deep into helping those with Car Accident cases, you probably hear this stuff every day.

(You may even have had to disconnect from the stories… if so jump down to the next heading if that’s the case …)

But you might not realize how people don’t know what you do or how important getting the right attorney may be.

My dear bright shiny older brother died in high school in a car accident where the road is and was clearly unsafe. This changes lives permanently.

Also, I have a friend Bob Griffin who lost his wife in a car accident in 2007.

Bob was my rhythm guitar player in our Christian worship band. He was left a disabled widow with 2 kids and he knew nothing about what he was up against at that time. (I’d been working as a litigation secretary and office manager in an unrelated practice area)

Our pastor (who also knew nothing about why experience matters), recommended an attorney who wasn’t even a personal injury lawyer.

Bob’s lawyer had never had a case like this. And when the small settlement came after one letter to the insurance company, the lawyer kept the minuscule funds.

This lawyer has since been disbarred. I don’t know the whole story there.

I do know that with my experience working with maybe 35+ law firms at this point who focus their practices on personal injury and car accidents, there was so much a lawyer with experience could have done.

Some Facts (Bob’s accident):

• Bob’s wife Linda was the sole bread winner at the time with the kids Basia and Bo ages 4 and 1.
• The road was notoriously unsafe (many had died there).
• And Bob and his family were hit by a drunk driver head on. The guy was going 75 mph.

Bob asked the police officer as he went into a coma on the side of the road, that I care for his 2 kids.

Needless to say we’re all still very good friends. But Bob’s life has been a struggle ever since.

Why Are Car Accident Potential Clients on The Fence?

In the first video (email and article) in this series, my #1 Tip for How to build a Car Accident Firm I talked about the mindset of your potential client who had a car accident.

And in the 2nd video (email and article) in this series “How can writing an eBook help build a Car Accident Firm?” I helped explain how you can educate with your marketing materials.

But let’s go a little deeper and answer the question “Why are Car Accident clients on the fence?” This will help you create the right message for your marketing materials.

You’d think under those kinds of horrific circumstances that people like (my family) and Bob would go straight to a lawyer to protect their rights, find out what happened, gather evidence, look at the roads, the history of the area… etc. (you know the drill better than I do)… But that’s not usually the case.

They’re on the fence because they’ve basically been “brainwashed” to think hiring a lawyer makes you a bad person, instead of understanding that’s how our justice system works.

They think if they get money and their spouse is dead that can really make them feel guilty and awful. They already feel bad enough. But also don’t realize the ramifications when they’re stressed out and injured.

They don’t trust lawyers because of all these campaigns against lawyers from the media … (you’ve probably seen the movie “hot coffee”). You have an uphill battle to help educate them and make them proud that they took advantage of our incredible justice system.

Who is Your Bob?

When I’m helping a law firm create marketing materials, I always think of Bob’s story. I think how – if any of us had had the educational materials I’ve been talking about in this series, how much better off Bob would be today.

There’s a lot of content you can build that will truly help them off the fence and it all starts with using your expertise to educate and build trust with your potential clients.

Why are Potential Car Accident Clients on the Fence?

• They don’t know what they’re up against
• They don’t know why experience matters
• They don’t know why time could be working against them
• They have no idea how our justice system works; and
• They don’t understand how a lawyer can help beyond what their insurance company may do.

If you’re creating marketing materials (that you’ll get in front of them regularly), these are some good subjects to use as your content.

PERSONAL THANK YOU!

I’m so grateful that over 1,114 lawyers and law firms (as I’m writing this) have opened and read my email last week.

I hope you’ve found this series valuable (or at the very least interesting).

I’m in production now getting my next series together for the next round of posts starting next week.

If you have something you want me to focus on, please let me know! Mary@GoMediaMarketing.com

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So…. Since 2008, I’ve been producing this content for lawyers. It’s resulted in my speaking around the world sharing ideas.

I love telling you what goes on behind the scenes with marketing and management (from the trenches).

And being in the trenches with so many firms, my perspective is unique.

Sometimes over the years, something happens where it’s been hard for me to regularly produce this content … but this IS my happy place!

I hope to keep this content coming if you like it.

Your time means so much. I know while I don’t have my license, being a lawyer is very hard at times. I like being a beacon of support.

My approach is (and has been) I’d rather tell you exactly what the work is, rather than trying to sell you something.

Maybe then you can see how hard it is and you’ll possibly hire us to do what we know (and you can practice law)!

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