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ORDER & DOWNLOAD - WITH CREDIT CARD - DOWNLOADS IN MINUTES! MARKETING
A CONSUMER BANKRUPTCY PRACTICE
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
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