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Wise & Associates

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Wise & Associates targets males going through family transitions such as divorce or child custody issues. They value efficient, cost-effective legal representation.

Audience Type

  • B2C
  • Men going through divorce or child custody issues

Needs – Primary Buying Considerations

  • Cost-effective legal services
  • Representation in family-related legal matters

Demographics

  • Age Range: 34-44 years old
  • Gender: Male
  • Geography: Louisville, Kentucky or Nashville, TN
  • Income Level: $60,000+

Psychographics

  • Lifestyle: Going through family transitions (e.g., divorce, child custody)
  • What they value: Cost effectiveness, transparency in billing
  • Pain Points: Legal challenges, potentially high attorney fees
  • Buying Behavior: Consult first, then engagement meeting, then hire

2. My Message to My Target Audience

Refined Elevator Pitch

  • Wise & Associates delivers cost-effective legal representation to men undergoing divorce or facing child custody and domestic violence cases. Our flat fee structure, unlike traditional hourly billing, protects their finances while securing their rights, offering peace of mind in tumultuous times.

Understanding Their Pain Points

  • Navigating a challenging divorce or family law situation
  • Currently facing high, unpredictable legal costs
  • Experiencing stress and uncertainty about legal representation

Transformation

  • Achieving fair and equitable legal outcomes
  • Attaining financial predictability and stability through our flat fee structure
  • Transitioning from stress and uncertainty to confidence and clarity

Unique Selling Proposition (USP)

  • Flat fees instead of traditional hourly billing, saving thousands
  • No hidden charges for emails, calls, or incidental communications
  • Proven efficacy in divorces, child custody, and domestic violence cases

Brand Values & One-Liners

  • Legal solidity without financial uncertainty
  • Wise & Associates: Navigating the storm, upholding your rights
  • Equitable outcomes, predictable costs

Tone

  • Our brand's tone is professional yet compassionate, instilling confidence without being overly formal. We aim to evoke feelings of trust, reassurance, and financial security in our clients.

Hero Text Idea

  • Flag Text: Legal Representation in Louisville & Nashville
  • Main Headline: Navigate Your Family Law Challenges Without Financial Uncertainty
  • Sub Headline: Achieve fair legal outcomes while keeping your finances intact with our unique flat fee structure. You're more than just a case; you're a person deserving peace of mind.
  • CTA: Start Your Consultation Today

3. The Media I Will Use to Reach my Target Market

Website

  • Continue using Webflow for website design and updates
  • Track conversions on consultation requests and form submissions
  • Emphasize mobile optimization as target audience is likely searching during personal time

Social Media

  • Focus on LinkedIn for professional connections and referrals
  • Use Facebook for targeted local advertising in Louisville and Nashville
  • Posting frequency: LinkedIn (2x per week), Facebook (3x per week)
  • Content strategy: informative posts about family law, client success stories

Paid Advertising

  • Continue programmatic advertising via the company's DSP
  • Use Google Ads for search engine marketing focused on keywords like 'divorce lawyer' and 'family lawyer'
  • Run targeted Facebook Ads within Louisville and Nashville

Content Recommendations

  • Blog posts explaining the benefits of flat-fee legal services
  • Success stories or case studies illustrating how clients have benefited

Directories

  • Ensure firm is listed on legal-specific directories such as Avvo, FindLaw, and Justia
  • Update and keep Google My Business Page accurate for local SEO

Partnerships & Outreach

  • Collaborate with local counseling centers for cross-referrals
  • Join local commerce chapters for networking

SEO and Content

  • Optimize website for family law specific keywords like 'divorce lawyer in Nashville'
  • Regularly blog about topics related to family law

Offline and Local Media

  • Sponsor local events related to family health
  • Hold free family law seminars in community

Online Networking

  • Participate in local Facebook groups related to parenting and divorce
  • Engage with online forums like LegalAdvice on Reddit

Cold Outreach

  • Target men in the age group 34-44 with higher income levels in Nashville and Louisville
  • Use LinkedIn for reaching out to potential clients and creating partnerships
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'The Wise Guide to Divorce' - A comprehensive guide for men navigating divorce.
  • 'Cost Comparison Calculator' - A tool to calculate and compare the potential cost of traditional hourly vs. flat fee legal services.
  • 'Family Law Educational Video Series' - A content series that educationally breaks down family law topics.

Tripwire Offer

  • Initial Consultation: Offer an in-depth legal analysis that uncovers possible legal strategies for a low, one-time fee.
  • Legal Documentation Review: Assess the quality and validity of any existing legal documents for a nominal fee.

Welcome Sequence

  • Immediately after lead signs up for a lead magnet, send a welcome email introducing the firm and delivering the promised resource.
  • Follow-up email sharing a client success story highlighting the benefits of the flat-fee structure.
  • An invitation email for a discounted Initial Consultation.

Segmentation

  • Leads can be segmented by the type of legal situation they're facing (divorce, child custody, domestic violence).
  • Further segment by progress of the lead towards conversion (e.g., Downloaded Lead Magnet, Booked Consultation, Awaiting Response).

Chatbot and Automation

  • Implement chatbot on website to engage prospects, answer frequently asked questions, and book consultations.
  • Use automation to trigger follow-up emails, appointment reminders, and nurture campaigns.

2. My Lead Nurturing System

Marketing CRM

  • Continue using GoHighLevel
  • Leverage its automation capabilities for lead nurture and segmentation

Sales CRM

  • Consider switching to a dedicated sales CRM like Pipedrive for a visual pipeline and better deal management
  • Integrate both CRMs for seamless handoff from marketing to sales

Automated Follow-Ups

  • Welcome email with resource after lead magnet opt-in
  • Follow-up emails moving leads down the funnel (every 3 days)
  • Reactivation campaign for dormant leads (after 30 days)

Newsletter

  • Bi-weekly newsletter featuring legal tips and case studies
  • Segmentation based on legal situation (divorce, child custody, etc.)

Retargeting & Ads

  • Google Ads and Facebook remarketing for website visitors
  • LinkedIn retargeting for potential professional referrals

Social Media and Content

  • LinkedIn: 2 posts per week (one informative, one case study)
  • Facebook: 3 posts per week (community engagement, share blogs/case studies)

Webinars and Events

  • Monthly webinar on family law topics
  • Virtual Q&A sessions every quarter

Other Nurture Channels

  • Implementation of Webflow chatbot on website
  • Use GoHighLevel for SMS reminders about appointments and webinars

3. Sales Conversion Strategy

Sales Process

  • Conduct an initial consult to establish the clients' needs and offer solutions
  • Arrange an engagement meeting where the client agrees to hire and pays
  • Start work on the case and keep clients updated on the progress
  • Incorporate automated follow-ups in the CRM, ensuring that no lead is forgotten

Sales Assets

  • Develop a sales script that highlights the benefits of the flat-fee model
  • Create a detailed proposal template that clearly outlines services, potential outcomes, and total cost

Objection Handling

  • Draft a script handling objections around cost, efficacy, and required time
  • Train the sales team on handling objections and instilling trust

Testimonials and Case Studies

  • Request for testimonials from satisfied clients
  • Create a Wall of Love on the website showcasing testimonials and success stories
  • Incorporate case studies or testimonials in proposals to potential clients

Conversion Rate Insights

  • Set up conversion tracking on the website to identify successful tactics
  • Aim to increase conversion rate by 10% within the first quarter

Urgency and Offers

  • Offer a limited-time discount for those who sign up within a certain period
  • Share this offer via email campaigns and social media

Guarantees and Risk Reversal

  • Provide a satisfaction guarantee for the services offered
  • If not completely satisfied, provide a partial refund

Shock and Awe

  • Send a small branded gift or personalized note to new clients
  • Continue to surprise clients with level of service, reinforcing trust and commitment
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with important contact information, details about the fee structure, and next steps
  • Detailed consultation meeting encapsulating case history, potential outcomes, fee structure explanation
  • Follow-up call after the consult for addressing any residual questions or concerns of the client

Communication Cadence

  • Regular update emails at critical case milestones
  • Quarterly video calls to discuss case progression and answer queries
  • Text message notifications for urgent and immediate matters
  • Annual face-to-face review meeting

Client Education

  • Online knowledge hub containing frequently asked questions about family law procedures
  • Case-study videos highlighting Wise & Associates' past victories
  • Monthly webinars on family law topics and updates

Personalized Touches

  • Birthday email greetings with a video message from the assigned lawyer
  • Celebration of case milestones with a custom-made digital certificate
  • Thank-you notes from the assigned lawyer upon closure of the case
  • Follow-up check in six months after the case closure

Visuals and Documentation

  • Detailed case reports provided at the end of each quarter
  • Infographic summaries of case progress and next steps
  • Before-and-after visual timeline depicting the case journey

Feedback and Proactive Support

  • Mid-case survey to gauge client satisfaction and get feedback
  • Quick resolution promise: Responding to issues brought up in feedback within 48 hours
  • "We Care" support service for emotional and financial advice

Guarantee or Promise

  • Flat fee guarantee: No hidden costs, no matter the case complexity or duration
  • Service promise: Dedicated, cost-effective, and empathetic representation

Operational Excellence

  • Strict adherence to scheduled meetings and calls
  • Well-groomed, courteous, and empathetic appearance of lawyers for meetings
  • Communication standards: Clear, respectful, and timely communication at all times

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Develop legal service packages for ongoing family matters
  • Offer fixed-rate renewals for continuous legal support

Upsells & Cross-Sells

  • Offer supplementary services like financial planning post-divorce
  • Introduce estate planning as a cross-sell

Bundling & Packaging

  • Bundle divorce and child custody services
  • Package post-divorce financial planning and estate planning services

Loyalty & Retention Programs

  • Implement loyalty discounts for customers with multiple family law requirements
  • Launch referral programs asking existing clients to refer new customers

Custom Services and Personalization

  • Offer premium support packages with faster response times
  • Provide personalized post-case follow-up services

Pricing Strategy

  • Offer bundled services at a discount compared to individual services
  • Provide attractive renewal rates for continuous patronage

Customer Data and Insights

  • Utilize CRM to identify high-value clients and offer them value-added services
  • Analyze customer data to anticipate future legal needs and offer preemptive solutions

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a $50 Amazon gift card to referrers who successfully introduce new clients
  • New clients, or referees, receive a complimentary one-hour initial consultation

Shareable Assets

  • Create online eCards recommending our services, available for download on the website
  • Provide a pre-written email template for referrers to share their positive experiences with friends

Timing and Triggers

  • Solicit referrals after successfully resolved cases when client satisfaction is likely high
  • Have staff ask for referrals at after-service follow-up calls or emails

Client Success Stories

  • Solicit and post testimonials from successfully represented clients on social media and website
  • Encourage clients to share their success stories on their social media channels

Referral Contests

  • Run a quarterly referral contest, offering a free legal consultation for the top referrer

Partner or Affiliate Programs

  • Partner with local businesses (gyms, men's clubs) to provide exclusive perks to clients
  • Start an affiliate program with tracking links and offer commission on successful referrals

Thank-You Experience

  • Send personal thank you notes to top referrers along with their referral rewards
  • Publicly recognize top referrers on the company's social media channels

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