How Ethen Signed 805 Injury Cases for $217 a Piece!

How to Sign Up 805 Cases for Only $217 Each: A Misconception Marketing Guide for Lawyers

Getting quality leads for your law firm is expensive and time-consuming. After all, the most expensive Google keywords you can buy are law lawyer-related terms. So if you want to be efficient and profitable with your marketing, you need to find unique ways to attract leads at the lowest costs.

What if I told you that you could sign up 805 P.I., med mal, and mass tort cases for only $217 each? It sounds unbelievable, but that’s exactly what’s happening to Ethen Ostroff. In this post, I'm going to share with you the exact system used by Ethenf, a personal injury attorney in Philadelphia, to do just that using a technique called “misconception marketing”.

What is Misconception Marketing?

Misconception marketing is a simple concept. All you need to do is create ads that call out common misconceptions that your ideal clients have, educate them on the truth about that misconceptions, and then have a call to action to get them to book an appointment with your firm.

This system works for all practice areas, whether you are a personal injury attorney, criminal defense attorney, family law attorney, or even an estate planning attorney. The key is to create short video ads that are filmed on your iPhone or other smartphones.

The Three Questions You Need to Ask Yourself

Before you film your ads, you need to answer three questions to make sure that your ads are as effective as possible. The first question is, "Who is your ideal client?" Remember, people hire you, not cases. For example, motorcycle accident cases don't hire you, but bikers hire you. So it’s important to make sure your message is personable and tailored to the person who represents your ideal case.?

The next question is, "What are the three biggest misconceptions that these particular types of people have when they come into your office?" For example, if you're a family law attorney, how many fathers come into your office believing that the law is against males when that actually isn't the case? Identifying questions and concerns that your leads erroneously believe is the key to identifying the content you should create in order to use this strategy.?

The final question is, "What is it that they actually want?" For example, if you're a bankruptcy attorney, nobody wants bankruptcy, but they want freedom from their debt. If you're an estate planning attorney, nobody wants an estate plan. But they want to make sure that their loved ones get their money and assets should they pass away unexpectedly. A majority of the time, the real need of your leads is an emotionally-drive one; creating content that answers their core emotional need is vital for this strategy to succeed.

Creating Your Script

Once you have your ideal client, their biggest misconceptions, and what they want written down, you can create your script. The script follows a simple formula: misconception phrased as a question, a simple education statement correcting the misconception, followed by a simple call to action with desire.

For example, if you were a personal injury attorney, your misconception phrased as a question for a video could be, "Did you know that the average car accident victim with a lawyer receives a settlement or payout that's three and a half times more than those who didn't have a lawyer?" The educational component of this script could be, "That's because lawyers know all the tricks that car insurance companies use to pay you less money." The call to action for this video could be, "If you need an attorney to get the maximum compensation for your injury claim, then click the link and fill out the form, and we'll be happy to help you out."

Running Your Ads

Once you have your ads filmed, you're going to run them as lead ads using Facebook and Instagram. The great thing about lead ads is that all the viewer needs to do is click a button, and it automatically populates their name, email address, and phone number.

The Final Piece of the Puzzle: Your Intake System

The final piece to this puzzle is your intake system. You must have a fantastic intake system to sort through all the leads, and this is one of the reasons that Ethan is so successful. He has a great intake system. One of the biggest complaints about social media advertising is that the leads are not qualified or that they don't convert into clients. With a good intake system, you can sort through the leads.