Why should Criminal Defense Attorneys advertise with Crime Justice America
|Posted on June 10th, 2015 by Admin istrator|
First and foremost….to quote a old acquaintance and advertiser, now deceased, ““Crime, Justice & America got my voice into the jail and I got over (see Wally’s full quote below) in retainers in my last 2 issues!” Wallace B. Farrell, Criminal Defense Attorney, San Bernardino and Riverside County California. .
If we don’t succeed there first, specifically getting your voice into the jail, then everything else is moot. Proof? We have distributed over 1.3 MILLION copies of the magazine inside jails in nearly 70 counties across 21 states. Starting in Los Angeles in 2002, we have published 16 different editions, covering topics from habeas corpus to motion suppression; restitution to defending the “snitch”; criminal case tactics to eyewitness testimony; and much more. More proof? Try thousands of letters received from inmates in the past 13 years exclaiming their desire for the information provided inside Crime, Justice & America magazine.
In any and every county in the nation, you face competition. Yeah, in the very small counties there may only be a dozen or so competitors, but that single marketplace is rarely enough to go around….you may have to practice in several adjacent counties as well. In larger counties, the competition may be 100+ criminal defense attorneys. And what about civil attorneys who are now taking a few criminal cases here and there? Why? Because there are over 1.1 MILLION licensed attorneys in the USA, public and private (ABA statistics http://new.abanet.org/marketresearch/Pages/StatisticalResources.aspx). The competition is fierce!...and more to come with 150,000+ students enrolled in law schools (again, ABA statistics http://new.abanet.org/marketresearch/Pages/StatisticalResources.aspx). But I’m not telling you anything you don’t already know. You’ve seen it over the past few years. And if you’re contemplating going on your own (solo), or going into private practice from the public sector, your decisions regarding marketing/advertising are even more critical.
Crime, Justice & America magazine can’t take away your competition, but we can and have put dozens of attorneys in the unique position of being ONE of only THREE attorneys in the ENTIRE COUNTY allowedto advertise in our publication (Miami and Los Angeles have one and two more, respectively). It’s first-come/first-serve…which is why we have been sold out in dozens of counties for years!
Simply stated: CRIME, JUSTICE & AMERICA magazine ... MAKES YOUR PHONE RING!
Let’s face it. The economy has changed everything.
Let’s agree the marketplace has become much more difficult due to the economy over the past few years, okay? And I’m simply asking what are you going to do about it? You see, I’m a marketing and sales guy who happens to have been involved with the criminal justice system for many years. You’re the expert at law, practicing the rule of law which has provided our freedoms and protection from tyranny and prosecution in this great nation of ours since its founding fathers.
However, most of you out there do not have time to actually build your business because you are so busy using your expertise to represent those who need your assistance, as well you should in today’s economy. So along come people who say this idea or that concept will really help you in your business…and just sign here for a 6-12 month commitment. Hmmm. So let’s do something different with Crime, Justice & America magazine. No long term contracts, no multi-edition commitments. We only allow ONE edition for a new attorney to make sure it is a good fit between both of us. What do I mean? (Click here for detailed information about the type of criminal defense practice that gets the most results from Crime, Justice & America XXX)
What used to work yesterday…..doesn’t work well today….and may not work at all tomorrow
Remember the business definition of insanity? Doing the same thing over and over again while expecting different results? It’s the same in today’s marketplace. You may not like the current environment. You make rail against these changes. But they will happen nonetheless. Change is inevitable.
And that’s just a few changes…your geography and competition will determine how many more changes you will face in the future.
Innovation is the key to succeeding within those changes. What do you do different than the other guy? In respect to what we do, other than Crime, Justice & America magazine, we are bringing out Industry Blogs, Video Blogs, Live Internet Talk, Live Internet Video, and Podcasts about the criminal justice system community. Want to be a part of it? How many of your competitors will have podcast interviews searchable on the Internet? Or Video Blog commentary? Or are featured on a Live Internet Talk Show about the criminal justice system? If not you, then it will be the guy down the street. There is so much information about the criminal justice system out there, and we plan to make it available in many different formats. Why? Because the public has a voracious appetite for information about the genre of criminal justice. And it’s more than possible to leverage that appetite into a revenue stream for both you and Crime, Justice & America.
I think it’s time to discuss results. Distributing Crime, Justice & America magazine inside the jails with your “voice” (advertisement) results in phone calls from potential clients. And most of the time…..lots of phone calls. Most of those calls will originate from in-custody inmates, with a few phone calls from family and friends who had been referred from the defendant. Over the years, our advertisers provided actual results: depending upon your ability to close new business (as Jerry McGuire says…”show me the money”), one out of ten (1:10) phone calls to one out of twenty (1:20) phone calls will result in new business and a retainer. Now that’s a big variance there….and it all has to do with YOU. Can they reach your office directly or through an answering service if in court? Are you middle of the road in your fee structure? Are you proactive and contact the family/friend rather than waiting for their call? And most importantly, allow me to reiterate this quality again, can you close new business?
Let me tell you a story as an example. We sold out the Los Angeles edition after the second issue published. One of those criminal defense attorney advertisers in the Los Angeles edition in the first four editions we published was a firm that always renewed early. When it was time for renewal for the fifth edition, he told me he was not going to renew. Surprised, I asked about his reasons, and the answer was telling. He confirmed he was receiving between TWO and THREE phone calls EACH DAY from his advertisement in Crime, Justice & America magazine….and then his next statement shocked me! He said he had only closed ONE new case…in over a YEAR! Needless to say, I was flabbergasted; didn’t know how to respond. How could that be? He received between 700 to 1,000 phone calls over the past year and only closed ONE new case? What was wrong with that picture? Understandably, I questioned the validity of the magazine itself. Were we doing something wrong that didn’t provide the best opportunity for our advertisers? Was the concept itself flawed? I mean, all the other advertisers claimed results…what’s the difference here? Well, as I sat down contemplating the last conversation, I received a call from a new advertiser in that very same Los Angeles edition. Well now, I thought, this conversation should prove interesting. Will I hear a similar problem? Instead, I was overjoyed to hear the new advertiser, effusive in her praise, exclaiming the virtues of the magazine since she had received TEN new clients from the magazine, as well as FOUR additional referrals from the original ten. She couldn’t stop talking about receiving FOURTEEN new clients because of Crime, Justice & America magazine. Perplexed, I told her about the previous conversation and reaction from that four-edition attorney, and asked her why she was so successful in getting new business. And her answer was….the beginning of my enlightenment regarding the RIGHT TYPE of criminal defense practice that will fit really well with Crime, Justice & America magazine. It’s not hard for you and your firm to be the RIGHT TYPE of fit, but it’s better to tell you up front. IF THIS IS YOU….WE CAN BRING NEW BUSINESS TO YOUR DOOR:
Oh, I forgot to tell you my advertiser’s answer which included the reasons for her success that first month. And it’s pretty simple really. After she was contacted by the defendant via a collect telephone call, and discussed the case, she asked who would be paying the retainer…and CALLED THEM rather than waiting for their call. And if she quoted a $5,000 fee, and if they only had $4,000, she took the case and told them to bring $500 at each of the next two court appearances. In her eyes, if she never received any more money, it was still profitable to take the case and now she had another POTENTIAL REFERRAL out there. Hmmm. Nothing about being the RIGHT TYPE is rocket science, but combined with the broader marketing base (aka making your phone ring) derived from Crime, Justice & America magazine, you will increase your revenues. It’s simply a numbers game….always was.
I’ve talked about accepting collect calls from jail several times now. Why? Because it’s a very important tool to get your “voice” into the jail. Remember 1:10 or 1:20 telephone calls will result in a retainer? The other nine to nineteen calls are just as important to your future revenues. You and I both know that after the inmate hangs up with you, even though he doesn’t have a snowballs chance in hell of hiring you (reasons do not matter here), IF HE FEELS GOOD about the conversation, whose name do you think he will offer when some newly arrested inmate asks him if he knows a good attorney an hour later? Or a day later? Or a week later? Hmmm. Got it? If Crime, Justice & America makes your phone ring, and then you do your part, your message/voice will be all over the jail…which is a very good thing.
How about a few more testimonials…and something you will really be interested in…FEES!
And to be really clear about the results….how about some actual fees generated by CJA…
Remember I’ve mentioned Wally Farrell once or twice? It’s because Wally was a hell of a guy and was the only exception to the RIGHT TYPE of firm. He wanted to just take murder cases, and since he had a great marketing hook “I’ve received more not guilty verdicts on murder cases than any other attorney in Riverside county”, we decided to highlight that area in the advertisement. Note we also arranged for any other type of cases to be referred to his associate. It was a win-win situation. His associate received all inquiries except murder cases…and Wally got to do what he wanted to do. To this day, and probably well into the future, he will hold the record for the most retainer fees received in two consecutive Crime, Justice & America magazine editions. Now to complete the quote: “Crime, Justice & America got my voice into the jail and I got over $200,000 in retainers in my last 2 issues!”
Wally is the exception rather than the rule. Over the past EIGHT YEARS, if the RIGHT TYPE of criminal defense practice utilizes the distribution of Crime, Justice & America magazine, a 4:1 ROI (Return On Investment) is the norm. Translated….that means you probably will receive FOUR TIMES the advertising cost in new cases. Heck, some aggressive firms received a 10:1 ROI. And as those testimonials above confirm, sometimes it is even more.
It’s worth mentioning AGAIN, that we only allow THREE criminal defense advertisers in each county edition, with the rare exception of the largest counties that have a few more. So think about this fact. How many attorneys advertise in the yellow pages? Or in the local weekly newspapers? Or are listed in search results for your county on the Internet? Once you have a position in Crime, Justice & America magazine, AND YOU FOLLOW THE SALES/MARKETING TECHNIQUES PROVEN BY DOZENS OF ATTORNEYS in the magazine, you will get results….a ROI….which will keep you advertising with Crime, Justice & America magazine for many years.
I love those telephone inquiries from attorneys who don’t want to know anything else but the price of the advertisement. Doesn’t want to know how their advertisement will be distributed; doesn’t want to know how many copies will be distributed over what time period; doesn’t want to know who designs the ad (we do…it’s included in the cost, except for any proprietary graphics); doesn’t want to know how he could improve results for a greater ROI…..nothing seems to matter but the cost. Okay now, to avoid keeping you in suspense any longer, we price the cost of the advertisement roughly equal to your retainer fees for ONE misdemeanor in most markets. That’s right; it means if you just get ONE misdemeanor case from the magazine, you will break even….again, in most major markets. Obviously, that is not good enough for us….we want you to get a significant ROI that keeps you coming back for years.
Interestingly, consistent over the years, our new advertisers have told us they receive anywhere from $10,000 to $12,000 from the Crime, Justice & America advertisement by being the RIGHT TYPE of firm. Considering our advertising fee currently is $2,650 (pretty much your retainer fee for ONE misdemeanor case in major markets), it means you probably will receive a 4:1 ROI for your advertising dollar.
In plain English, considering that standard ROI for the RIGHT TYPE of firm, roughly 4:1, it means you give Crime, Justice & America the advertising fee of $2,650….and get back over $10,000+ in new cases. As many of our attorneys have told me over the years, they will make that deal all day long and every year to come.
With only THREE attorneys in the county editions, each advertiser will typically receive more than enough phone calls to achieve a respectable ROI. And the RIGHT TYPE firms who work those calls will probably achieve a significantly higher ROI.
Being a sales and marketing numbers guy, I like to show how Crime, Justice & America magazine can add to your top line revenue. Yes, I understand some firms will make more money and some less than the figure I use here…but you still get the point. Publishing quarterly, an advertiser in Crime, Justice & America magazine may add anywhere from $40,000 to $50,000 annually to their top line revenues. Assuming your firm makes $200,000 per year, it would be a 20%-25% increase, respectively. It’s a damn good increase from one source…..that’s why Crime, Justice & America magazine works!
Lastly, a few more “perks” of being a Crime, Justice & America advertiser:
(in addition to your full-page display advertisement!)
(either short article or a feature series; inmates want your message!)
Crime, Justice & America magazine is the best way to get your voice into the jail system, to the customer who determines which attorney they hire, at the time they need your information and help, the most! That’s it…in a nutshell. Even though your fees will almost certainly be paid by the family or friends on the outside, the defendant is the driving force in the decision process.
Send us an email at firstname.lastname@example.org or call us at 800-765-1880. Make today different than yesterday.
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