The Personal Injury Lawyer's 2023 Guide To Picking The Right Marketing Agency
You've been served.
About Those Other 1,327,910 Licensed Attorneys in The US. They Want To Take Your Lunch Money.
From the moment you're born, you're subject to it – the law.
And for some crazy reason, you decided to make it your career.
That means you’re competitive.
It also means you love the law.
Or, maybe you used to love it before you realized the average lawyer now makes less money in 2023 than in 2001 — some 22 years later.
Or, perhaps, before you discovered the median “real income” of U.S. lawyers fell nearly 2%… while the average income of all other U.S. workers increased nearly 4% in the same time period.
Or, before you learned that economists saw their median income leapfrog by 11%… while family physicians’ income exploded by 20%.
It seems everyone is making more money, with the exception of the average lawyer.
To compound the problem, there's fresh blood entering the workforce every year.
In 2021, there were 35,278 new law graduates.
And according to the American Bar Association (2016), 88.57 percent of them pass the bar within two years of graduating.
But they’re greenhorns. Right? What do they know?
Well, what these new lawyers may lack in real-world law experience, they more than make up by being digital natives who know technology like the back of their hands.
So, when you merge 1,327,910 licensed attorneys in the U.S. with these tech-savvy attorneys, you can bet they all want the same thing.
To eat your lunch.
Like playground bullies, they want to shove you around and steal your pocket change.
Except this isn’t a playground. It’s a battleground. And to the winner goes the spoils.
But this battle isn’t taking place in a court of law. It’s taking place in the online court of public opinion, like Meta (Facebook & Instagram), Google, Instagram, TikTok, Youtube, Snapchat, and other media channels. If the overwhelming complexity of running ads across these channels makes you want to file a motion with the Court…
… then welcome to Tier 11…
… an international team of 70+ marketing experts in media buying, graphic design, video editors, copywriters, conversion architects, deep-dive researchers, data scientists, and multichannel and omnichannel pros.
Because what you need now, Counselor, is expert representation.
Like we’ve provided for Rosen Injury Lawyers, Monge & Associates and many others. Put us on the witness stand, and you’ll discover Tier 11 knows online advertising as well as you know the law. Our job is to make sure you can compete with the big dogs no matter the size of your firm.
Come now, let us reason together. As a lawyer, one of the biggest decisions you will make in your career is hiring the right agency to help you find more clients. We’ve created this guide to help you separate facts from fiction, right from wrong, and truth from fables.
You’re about to discover an airtight chain of logic that satisfies both the burden of production and the burden of persuasion. In the end, you’ll be the judge. And the evidence will show that, unlike backyard bullies, Tier 11 isn’t after your pocket change. We’re on a mission to build your coffers.
All that’s left now is to get your judgment.
A Preponderance of Evidence Ensuring The Burden of Proof is Met
It's a little thing called evidence.
When you have a preponderance of it, you no longer have to sweat the small stuff.
Because when the greater weight of evidence is on your side… when the facts in question are firmly established… when the burden of proof is off your shoulders… then and only then are you confident to go to trial.
For those reasons and more, Tier 11 will provide you with…
- Real evidence: Like our proprietary, personalized Strategic Growth Plan for a given business is proven to generate millions in new sales across dozens of diverse industries.
- Documentary evidence: Proof that shows Tier 11's Customer Acquisition Amplification™ (CaAMP™) super system generates more clients than anything you've ever experienced.
- Digital evidence: The data, math, screenshots, and other digital evidence conclusively prove our case.
You're going to get all the evidence you need right here on this page.
Because if there’s one thing the Tier 11 team has learned over the last 13 years, it’s this:
The first order of business is the business of belief. Because when a person (or jury) is ready to believe, they are ready to buy. If you can believe it, in other words, you can feel it. That means nothing is more important than belief. If you want to win over an audience or jury, then belief is your Holy Grail.
And nothing builds belief like the proof you’ll discover in part 1 of our Super System, your Strategic Growth Plan™.
EXHIBIT A
Strategic Growth Plan™
Your Law Firm Needs A Highly-Specific, Tailor-Made, Customized Plan For Predictable Growth.
The last thing your firm needs is some boilerplate-type analysis with no bearing on the subtleties of your practice. Unfortunately, those kinds of bland, cookie-cutter templates are everywhere. And if they actually worked, every law firm in existence would be using them.
Instead, what your law firm needs is a customized plan if predictable growth is your plan. So, give us 7 days, and your firm will know how to get new clients faster than any of your competitors. A lot faster.
We’ll give you an evidence locker packed with so much real evidence you could present it before any Court with the utmost confidence you could win a trial by jury. As Exhibit A, it’s formally known as your Strategic Growth Plan™ (SGP™).
We call it an SGP™ but you'll call it career-changing.
Because when you fully inspect your highly-personalized SGP, you’ll swear under oath the information has the power to change your firm’s destiny. That’s because we’ll uncover evidence across at least 29 points of review and across 10 categories.
Along with these findings, Tier 11 will also make dozens of recommendations and suggestions to help you maximize your online potential. Simply follow the advice and instructions inside, and you’ll start getting new clients faster than anything you’ve ever experienced.
But if you would rather have the Tier 11 team implement your Strategic Growth Plan for you, that decision will give you an enormous advantage. Because from your initial goals and challenges… to the first big improvement opportunities… to implementing the 6-month action plan… Tier 11 is the Growth Agency that can transform how your law firm gets constant cases.
To begin laying the foundation of evidence, let’s take a look at the goals and challenges of other law firms who have trusted Tier 11 as their Growth Agency. What you’ll discover is, no matter the size of your firm, you are not alone in your goals and challenges.
The only question is, how do you meet your goals and overcome your challenges?
Again, that’s where Exhibit A: the Strategic Growth Plan™ comes into play.
In just a moment, I’ll show you how you can get your own SGP working for you. Until then, let’s take a look at an example of what you’ll get when you order your own Strategic Growth Plan™.
The first thing we do is to become digital detectives. We’ll search every nook and cranny of your firm’s digital footprint.
We’ll look over your website, landing pages, social media posts, paid ads, traffic sources, metrics, conversion rates, etc., etc., etc., until we’ve uncovered all the evidence we need to take action on the most obvious big improvement opportunities waiting on you.
Hypothetical Example: The Big Improvement Opportunities.
As you can see in this example, the first bullet point says, “High CPA (Cost Per Acquisition) comes from a combination of sub-optimal messaging, creative and landing page optimization.”
Translation: You’re paying too much to get a client. Why? Because your messaging is off-kilter. Plus, the creative way you show up online hasn’t been optimized. And your landing page isn’t doing the job of converting a visitor into a customer.
So, how do we go about reducing cost and ensuring your messaging resonates with your prospects? Take a look at the second bullet point that reads, “Need more diversity of messaging and creative for all traffic levels of CaAMP™.
“What is CaAMP™?” you ask. Well, Counselor, CaAMP™ is part 2 of Tier 11’s Super System. And it’s also Exhibit B.
EXHIBIT B
Customer Acquisition Amplification™
(CaAMP™) Strategic Growth Plan™
CaAMP™ is proven to generate hundreds of new closed cases.
The practice of law and marketing are a lot alike. Lawyers persuade with evidence and arguments. Marketers persuade with creative videos, images, and written words. At the center of both is this: to get people to think and act with us.
By combining a deep understanding of your prospect’s needs with hard data, the Tier 11 marketing team help your prospects arrive at their own conclusion: your law firm is the logical solution.
Because the absolute best persuasion tactic ever invented is this: To get the other person to think it’s their idea. And to do that, we need to enter the conversation taking place in their head. But how do we do that? The crack team of marketers at Tier 11 has created a Super System that includes a…
- Transformative business audit called the Strategic Growth Plan™, and a…
- Unique method to generating greater ROIs called CaAMP™.
Because we’re certain it will. How can I be so sure? Easy. The combination of CaAMP™ + Strategic Growth Plan™ has proven to be an unbeatable, client-generating Super System. This Super System has weathered the storms of the…
And don't be surprised when it helps turn your firm around.
We use this powerful 1-2 punch everyday at Tier 11 to manage $100 million in annual ad spend. And this Super System is famous for transforming businesses in as little as 3 to 6 months.
- Real estate crash of 2007-2009 that came to be known as the Great Recession…
- Covid-19 that drove every advanced economy in the world into a recession and became known as the Great Shutdown…
- Wild political policy changes of 4 diametrically opposed US Presidents: Bush, Obama, Trump, and Biden, and…
- Algorithm changes ad nau·se·am, GDPR regulations out the wazoo, iOS 14, 15, and now 16 updates, and the rise of new platforms like TikTok.
And yet, Tier 11’s Super System continues to churn out millions in profits for our clients every year, including law firms. It all begins with understanding your ideal customer, where they are looking for you online, and why they’re looking for you at this particular time.
As documentary evidence is needed for the Court, persuasion begins here…
5 Levels of Customer Awareness + Bonus Level
In Eugene M. Schwartz’s seminal work, Breakthrough Advertising, Schwartz outlines the 5 levels of customer awareness.
There’s a reason there’s 5 levels of persuasion. You can’t give the same message to people who have no idea who you are as you would to those who have already visited your website.
So, whomever you choose as your agency, you need to ensure they have a plan to address each specific level of traffic based on where your ideal customer is located.
Unaware
The first level of awareness is the most unaware person. This is the person who doesn't know they have a problem—yet. If you want to get this person's attention, you'll need to tap into their curiosity. In other words, your marketing goal should be to captivate your prospect. As a personal injury or tort lawyer, the only time your prospective client will be totally unaware they need your service is before they are injured and need your service. But once they are injured, they know they have a problem. This brings the prospect to the second stage of awareness.
Problem Aware
The second level of awareness is a client who has become aware of their problem. They have a problem; they just don't know how to fix it. Let's say they've been injured, and what they need most is hope. Hope that you'll provide through education. That's critical because although they are hurt, they don't know what their rights are in this case. You'll best reach this person with a problem-solving ad that helps educate them on your expertise and solution. This helps the prospect understand there is a solution to their problem.
Solution Aware
The third level of awareness is a person who is now solution aware. Sure, they know a solution exists, but they don't know enough about what your firm can do for them. This presents two challenges:
1) Now that your customer is aware a solution exists, they may be looking at your competitors for a solution, and
2) how to showcase your message so clearly as take them straight to the next phase of awareness.
Product Aware
In this case, the 'product' is your representation as their lawyer. More than anything, at this stage of awareness, your prospect needs assurance that you are the right attorney to represent their case. Building trust is critical. You'll do that by reinforcing your prospect's desire for justice. You'll demonstrate a successful track record. And you'll be the one law firm that shows empathy for their pain. Which will move them to the most aware stage.
Most Aware
This is where all your hard work finally pays off. It takes advantage of everything that has come before and ensures your prospect has all the information they need to make a decision. But you can't assume your job is done. There's one last step needed to drive action, and that's to give them a reason to act NOW. Reasons to act NOW can be as easy as reminding the prospect they deserve justice... how others have been awarded damages... or why you can only accept a certain amount of caseloads.
Outcome Aware
This is a bonus awareness level added by master marketer Ryan Diess. And it's how you can increase the lifetime value (LTV) of your customers. Once you've taken on a new client, tap into their connections and get them referring others to you. Next, reach out to past clients and check in with them. Show them you still care. Then give them a reason to tell others about you: in a Facebook post, in text messages, or through emails. All they need is a little nostalgia -- a little reminder of what you've done for them.
So what does this look like
in real life?
Level 1: Unaware
"My husband, Jerry, and I have only been married for a year, and we never thought something like this could happen to us."
Level 2: Problem Aware
"Three weeks ago, Jerry was driving home from work when an 18-wheeler crossed lanes and slammed into his truck. Thankfully, he survived, but now he has multiple injuries, and the doctors tell us he will be in the hospital for a long time. Then, he will need ongoing rehab for the next several months."
Level 3: Solution Aware
"A friend told me I should seek legal representation to help cover the medical and living expenses, but I had no idea who to contact."
Level 4: Product/Brand Aware
"So I searched online and found several personal injury law firms and narrowed it down to three."
Level 5: Most Aware
"After more in-depth research, I settled on one law firm I felt was the best solution for Jerry. So I hired them."
Level 6: Outcome Aware
"Since then, I've referred other people to this law firm. And if I am ever in trouble again, they'll be my first call."
And that’s just the beginning.
The Creative Lab™, Traffic Harmonizer™, and Conversion Architecture™ sections of CaAMP™ are personalized to your particular law firm’s needs when you order your copy of Tier 11’s Strategic Growth Plan™.
EXHIBIT C
Digital Evidence
312 SIGNED Cases In 4 Months At 40% Below Their Acquisition Goal
Imagine your frustration of spending $1.3 million on Google ads in a year – and having no idea if the ads are working.
Imagine your bewilderment if you discovered your firm’s name is optimized for the wrong keywords – causing the wrong kinds of prospect contact you.
Imagine your exasperation to discover you’ve payed $440,212.15 to get your firm’s name on the top of the Google search list – only for your brand name to show up 58% of the time.
Then, imagine all that changing in a matter of months – and suddenly – you got 312 SIGNED cases at 40% less than you ever expected.
That’s exactly what we did for a famous personal injury law firm.
Reduced Cost Per Click by 52.7%, Increased Impression Share by 66%, at A Savings of 59.9% per case.
Thankfully, in the first three (3) months after taking over this account, the cost per click on their brand name dropped from $24.01 per click – to $11.36… a 52.7% savings per click.
… and Impression Share increased from 58% to 96%.
This law firm also had a goal of getting SIGNED cases at $4,000 per case.
When it was all said and done, we got this personal injury law firm 312 SIGNED Cases at $1,604.81… a savings of 59.9% per case.
— Closing Arguments —
5 Reasons Your Law Firm Needs Its Own Strategic Growth Plan™️
Your law firm needs to close more cases.
The problem is that 1,327,910 other licensed attorneys in the US are also looking for more closed cases. And while you may not compete with most of them, you are in direct competition with those firms in your local area. The only question is, how will you compete against those who have snatched up all the local billboards in your city and state? How will you compete with those who have the best SEO and Google rankings? Finally, what does the future hold for your firm if it keeps going in the same direction as it is right now?
Your law firm needs to know where it stands against the competition.
Do you know in what ways your competition out marketing your firm? For example, are your Facebook ads as effective as your competition? Is your law firm ranked on the first page of Google? Do you have a social presence on TikTok? Is your firm taking advantage of multiple channels to reach your ideal prospect at the right time? If your competition is out-marketing you, you can bet they are getting things right better than your firm.
Your law firm needs a proven Client Acquisition Super System.
If the competition is eating your lunch, you need a way to get more closed cases no matter what's happening in the world. And that means you need a proven client acquisition system that continues to churn out millions in profits for clients despite algorithmic changes, recessions, shutdowns, and the wild policies that come with Presidential changes. That's why you need Tier 11's Customer Acquisition Amplification™ (CaAMP™) system working for you.
Your law firm needs a dependable marketing plan.
The last thing your firm needs is another boilerplate-type analysis with no bearing on the subtleties of your practice. Unfortunately, those kinds of generic, cookie-cutter templates are everywhere. Instead, you need a highly specific, tailor-made, customized plan designed to give you predictable growth in the months and years ahead. Give us seven (7) days, and we guarantee you'll know how to close more cases faster than your competitors. A lot faster.
Your law firm needs a Growth Agency already managing over $100 million in ad spend.
Tier 11 is a Growth Agency, and we are famous for scaling one business after another. It's why we are entrusted to manage over $100 million of our customer's advertising budgets every year — and growing. We have 65+ team members across the world in 16 time zones. And we are Google, Meta (Facebook & Instagram), Snapchat, and TikTok certified partners. All that is important for you to know because our collective experience goes into creating your law firm's Strategic Growth Plan™. Do you know any other agency that can make the same claim?
You can think of your Strategic Growth Plan™ as the next evolution of growth for your law firm. Because that is its true potential. Think about it: How would your life change if suddenly, your firm got 312 SIGNED new closed cases in only four (4) months as we did for one of our law clients? I can’t answer that for you, but I can tell you what this client thinks: They are referring one law firm after another to Tier 11.
They are delighted with Tier 11 because they understand a critical truth of advertising: Data is king, and bias is a crime.
Don’t risk it. Don’t risk using boilerplate templates. Don’t risk off-the-shelf cookie-cutter templates. And don’t risk getting burned by an inexperienced, biased agency that falls asleep at the wheel after taking your money.
So, if scaling your law firm is your goal, then you’re invited to book a relaxed, no-pressure, no-obligation call to discover how getting your copy of Tier 11’s Strategic Growth Plan™ (SGP™) can transform your business.
And while there is a modest cost for the SGP™, the discovery call to explore your law firm’s specific needs is 100% FREE. When you get your copy of the SGP™, you’ll not only be impressed; you’ll be delighted. That’s because we analyze your ad copy, creative, website, landing pages, marketing funnel, Google and Meta (Facebook) tracking, and more.
Once that’s done, we hand you an initial 30-day action plan, followed by a 6-month growth plan that tells you exactly what needs to be done to scale your business.
After receiving this SGP™, you’ll know:
- What type of ad copy and creative you should be using next…
- What mistakes or holes are happening in your marketing, and…
- What steps to take next to improve your website and pages…
… and a whole lot more.
It begins with a relaxed, no-pressure, no-obligation call so we can get to know each other better.
So why wait?
Book a call and see if a Strategic Growth Plan™ is right for you.
