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THIS BOOK - |
Now Available for Shipping!
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BOOK SELECTIONS
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including Law and & ethics of Advertising under BAPCPA |
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A practical guide to getting more clients and more income for your consumer bankruptcy practice. A look at a wide variety of methods of identifying, communicating with, and attracting potential bankruptcy clients. Getting the advantage over your competition. Inexpensive versus expensive marketing methods compared. Developing a practical, step-by-step marketing plan. Ethical guidelines. How to promote your competitive difference. Marketing on the Internet. A new discussion of requirements in advertising imposed on attorneys by the Bankruptcy Reform Act of 2005 ("BAPCPA").
YOUR ORDERING OPTIONS
3 WAYS TO ORDER - WITH CREDIT CARD OR CHECK
MARKETING A
CONSUMER BANKRUPTCY PRACTICE
With Relevant BAPCPA Changes
Price $ 149.95 + s&h
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Bankruptcy Practice |
$149.95 + s&h |
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$123.50 + s&h |
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TABLE OF CONTENTS
CHAPTERS
1. 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
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
Why marketing?
Your competitors are marketing
Legal services are underutilized
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
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
IDENTIFY YOUR MARKET
Before you take the plunge
Who are you trying to reach?
Profiling the bankruptcy client
Other characteristics of insolvent consumers
Multiple target groups
Action step # 1
CHAPTER 3
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
Money-intensive media
Reducing the cost of media
Action step # 2
CHAPTER 4
CRAFT THE MESSAGE
Bankruptcy Reform Act ("BAPCPA")
Designing the message
Basic message concepts
The Competitive difference
Your competition
Ideas for the competitive advantage
Message structure
Buzz words
Education-based marketing
Psychological factors
Public opinion of lawyers
Consumers and the legal profession
Action step # 3
CHAPTER 5
PREPARE TO MEASURE AND
MANAGE THE RESULTS
Measuring the response
Data collection & evaluation
The campaign file
Collecting the raw data
The cost-benefit appraisal
Managing the response
Telephone traffic
Consultations
Processing the files
Training and supervisions
Checklist to prepare the office
Action step # 4
CHAPTER 6
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
