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72 – Delisi Friday – The Evolution of Our Marketing: What Worked, What Didn’t, & Where We Are Now

In this episode of the Trial Lawyer Nation podcast, Michael sits down with his Director of Marketing and Business Development Delisi Friday to discuss their firm’s marketing strategies. They start at the very beginning of Michael’s career for a full-circle look at why they chose to market B2B (business to business) instead of B2C (business to consumer), what to look for in a marketing professional and a marketing agency, how to market without spending money, the pros and cons of working with a marketing agency, and why they decided to move their marketing in-house.

They begin the episode by explaining why they only market to other law firms (B2B) instead of marketing directly to consumers (B2C). Michael shares that he’s had people tell him he’s insane for only marketing to other law firms for referrals because he only gets part of the attorney fees, but he insists it works better for his firm’s needs. He explains how he used to do B2C marketing, but after putting pen to paper and analyzing the profitability of his cases, he found that even after paying out the referral fee, he made about 3x as much money per hour on the cases that came from referrals. He also doesn’t have to spend astronomical amounts of money to advertise on TV in an extremely competitive market.

Delisi and Michael then briefly touch on their experiences and struggles with the burgeoning area of digital marketing, before Delisi asks Michael about the evolution of his marketing prior to bringing a marketing professional into the firm. Michael starts at the beginning, dating back 20 years ago when he had practically no marketing budget. He tried numerous methods, from taking out an ad in the yellow pages, to writing a free book for consumers and buying a corresponding TV ad which was not very successful (he only gave away 10 copies to consumers. The rest were to other lawyers and judges).

Michael then reflects on his past in-house marketers and why they didn’t work out. He begins simply by stating, “There’s a lot of flaky people in marketing.” He goes on to explain how he is an “idea person,” so he needed someone with tenacity to balance him out and ensure his ideas were followed through on and not forgotten 3 months down the line. Delisi echoes this sentiment and adds that with marketing, sometimes you have to give initiatives time to see if they will work- something she calls both the “fun and scary” part of marketing.

Delisi then asks the question sure to be on every listener’s mind- what should you look for when hiring an in-house marketing professional? Michael first reiterates that he needed someone with tenacity to follow through on initiatives and adds that it’s important to find someone with the poise and class necessary to communicate with lawyers professionally. Many firm owners are tempted to hire someone based on their looks because “they can get in the door,” but he firmly believes finding someone who can fit in and have a conversation with referring lawyers is much more important for him. Delisi agrees and adds her personal experience with hiring assistants and interns – they can be inexperienced in legal but need to be able to communicate with lawyers and have strong writing skills to succeed long-term.

They then move on to discuss Delisi’s advice for lawyers who are just getting started with marketing and have a very small budget. She highly recommends sitting down and looking at where every single case you got this year came from. While the task is tedious, she insists it’s necessary in order to fully understand what works, what doesn’t, and what you need to do more of going forward. Michael agrees and urges listeners to focus on their relationships to gain referrals. Some lawyers are close with their pastors and have found success within their congregation. Others like Michael who focus on attorney referrals should put time and effort into growing their relationships with those attorneys. They both agree that client reviews and testimonials, as well as providing excellent customer service, are crucial to your credibility and long-term success.

Once you have a more established firm and a marketing budget to match, there are multiple routes you can take to expand your marketing initiatives. Michael notes that at some point, you’ll be tempted to hire an outside marketing agency for help and asks Delisi what she thinks the pro’s and cons of that are. Delisi replies why it really depends on the firm and their needs, but when her and Michael chose to hire an agency it was initially beneficial because she and Michael needed support with graphics to make their ideas a reality. The graphics and creative support they received were crucial for testing out different strategies and figuring out what worked best.

One of the biggest cons of hiring a marketing agency is the cost. This varies depending on the agency, but after you pay each person for their services it’s usually not cost effective vs. doing it yourself. Michael and Delisi urge listeners who do not want to hire an agency to utilize contractor services such as Upwork to hire freelance designers and copywriters, or contract local talent. They also discuss why they parted ways with their marketing agency and Michael’s #1 tip for what to avoid when deciding to hire an agency.

After parting ways with their agency, Delisi and Michael decided it was time to hire more employees for their marketing department, namely a full-time graphic designer. They discuss their initial concerns with doing so, they both agree the numerous benefits for both marketing initiatives and case graphics have far outweighed those concerns.

Delisi and Michael conclude this episode by discussing where they are now and why it works for them. In addition to managing the firm’s marketing, Delisi now manages the intake department as well. They discuss how this has improved the performance of both departments and why it’s important for your marketing and intake departments to be in sync. It also helps that Delisi is on the management team at the firm, something Michael notes as a major difference between in-house marketing and having a marketing agency. Since Delisi is a part of every major firm decision, she is invested in the firm’s well-being, not just making the marketing department look good.

Michael emphasizes that while this was a 20-year process in the making, the goal should be to do at least some of your marketing in-house to invest in yourself and your firm so you can get the cases that YOU deserve.

This podcast also covers why digital marketing didn’t work for their firm, how lettuce on a McDonald’s quarter pounder is wrong, tax write offs, the initial challenges of moving your marketing in-house, utilizing Facebook groups and the Nextdoor app for organic leads, how they conduct their annual marketing meeting (and why you need to have one), and so much more!

 

32 – Jim Adler – Building a Firm on Reputation

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In this Trial Lawyer Nation podcast, Michael Cowen sits down with prominent Texas attorney, Jim Adler, AKA “The Texas Hammer,” for a discussion on building a law practice on a solid reputation.

Running an efficient law firm that has allowed him the ability to spend quality time with his large family (4 kids and 9 grandkids) didn’t happen overnight. Having started his practice doing everything by himself, learning to delegate and understanding the business and marketing side of running a firm are two areas where Adler has focused on the most to build the successful law firm he has today.

Adler recalls back in “those days,” when he was starting out, thinking that it would have been ridiculous to believe he would ever make $100,000. When he started, he was struggling to support his family and manage to do everything himself. He initially started advertising in the “green sheets” and got a little business. But it was when he started using a company called “Lawyers Marketing Services,” that he saw more success. He was told to “try it, you’ll like it,” and went into TV advertising which quickly had his phone ringing off the hook. Of course, it didn’t come without its fair share of social pressures not to advertise to the public back then, due to the stigma that other attorneys attached to the tactic. Adler has also found himself bearing the brunt of parodies on TV, even being referenced on Beavis & Butthead as “Joe Adler.” To which Michael points out, “you know you’ve made it when a national tv show is referencing you.”

Now going on his 5th generation of TV viewers, The Texas Hammer has found himself up against finding the attention of younger people who don’t want to pay for TV, AKA “cord cutters.” These are the individuals who are watching entertainment on their Slingbox, Roku, PlayStation, Netflix, and YouTube, which makes it especially hard to reach them. People don’t have “TV” anymore, so you have to find them elsewhere, which is why Adler has a saying in his firm, “if we’re not changing, we’re dying.” It is this mindset and desire to continue to learn and adapt (more on that later in the episode), which continues to keep his name and brand so strong.

The conversation then turns to when Adler became partners with a well-known U.S. District Judge, Robert O’Connor, who wanted to get back into practice. Judge O’Connor knew that Adler was wasting his time doing divorces, bankruptcy, and real estate and this was “the age of the specialization.” Taking that advice and focusing on personal injury cases has grown his firm to a staggering 30 attorneys and roughly 300 staff! Michael and Adler both agree that having so many people working for the firm is a lot of moving parts. But as Michael points out, it can be “a lot harder to run a business than to be a lawyer.”

Adler goes on to describe the way his firm has created a departmentalized system to take care of clients every step of the way. His intake department has specialists that only take new client calls and are separated from an operator who accepts all calls. His case management department with case managers who are assigned to each case and are supervised by a lawyer essentially works like a mini law practice within his law firm. The packaging department with specialists in preparing settlements and gathering all the hospital records, are all just the tip of the iceberg when you look at the organization he’s built.

In fact, evolution has been long and everchanging with the times. Adler recalls how all of these departments work well, but he received feedback that clients hated being passed around. Since then he has utilized his case managers to tee up the transition better and give the client a clear sense of what each step in their case is going to be. He goes on to describe their closing department, as well as their administrative departments and accounting departments, a strong litigation department, and an internet department, which ties into the firm’s marketing efforts. Over time, the evolution from having one secretary and an assistant, to set up all the different departments, developed through the use of statistics and formulas. From assessing how many cases a case manager could handle, to how many calls can an intake person handle, to how many cases can a lawyer try and/or settle, all of his operations were fine-tuned through statistical analysis. Adler describes himself to be a big believer in customer service and tries to promote their “service marketing” agenda to everyone throughout the firm in order to provide “over the top service” to their clients. He points out that if a lawyer does a good job for a client, he or she will likely be referred, 7 new people. Whereas the “bad-mouthers” are likely to tell 100 people if they didn’t have a good experience, regardless of the end result of their case.

Michael becomes curious about whether Adler had to figure these things out on his own or if he brought in any kind of consultants. Adler shares how he has read tons of books on business, such as The CEO Nextdoor by Elena L. Botelho and Kim R. Powell, Good to Great by Jim Collins, FOCUS by Daniel Goleman, as well as many other business publications like The Wallstreet Journal and Forbes Magazine. Thinking back to law school, Adler also recalls that they teach you how to be a good lawyer, but they don’t teach you how to become a good business owner. Adler has learned a lot from talking to people who were trying to sell him something, talking to other lawyers about how they do things, and going to TTLA meetings. Michael points out his own evolution from the mentality of being “a great lawyer and people should just line up at our firm’s door” to opening his mind to see other successful practices like Adler’s, and how they keep clients happy and run their firm in general. He also notes that although he doesn’t do TV advertising, he still spends hundreds of thousands of dollars on marketing to his referral partners.

Both Adler and Michael reflect on the importance of treating people with respect and dignity, even down to the importance of returning a phone call. The 45 seconds you take to let someone know you received their call and you are looking into their question or concern, can have a dramatic impact on the attorney/client relationship, even if just to tell them that you are in trial and will get back to them as soon as possible. Adler also goes a step further to ask for referrals when a case concludes and to remind their clients of all the different cases they handle.

The conversation certainly would have been remiss if Michael hadn’t brought up the obvious question – How did you come up with the name “The Texas Hammer?” Adler explains that it was Hayden Bramleigh, from the lawyer marketing service, who first suggested to him that he needed a trademark, similar to how every big brand has a trademark. Moreover, “The Texas Hammer” went through some evolution of its own through various focus groups and seeing how people around the country responded to the name being associated with other lawyers in different states. Admittedly, although some people might not know Adler’s name, they can still associate him with “The Texas Hammer” which is still an effective marketing tactic for him. Adler also points out that it’s been a long road, fighting battles with others who don’t agree with legal advertising, which oddly enough, he points out, tend to be other lawyers and not the end consumer.

The conversation with Adler goes on to talk about his strategies on developing lawyers in his firm, the tests they give to new lawyers joining their firm, transparency in reporting to the firm on settlements and new cases, professional training they’ve developed, the resources they use for case management, getting over the fear of public speaking, and so much more. The organization that Adler has built over the years is nothing less than astounding and we are so appreciative of the time he spent with us on this episode.

“Please note the TLN19 discount code mentioned in this show has now expired.”

 

BACKGROUND ON JIM ADLER

Famously known as “The Texas Hammer,” injury lawyer Jim Adler has been hammering for victims for over 40 years, championing “the little guy” against big corporations and big insurance companies which would deny their legal rights.

That mission is why he launched his own law firm in 1973 with a one-man office in downtown Houston. Today, Jim Adler & Associates has offices in Houston’s Uptown/Galleria area, Channelview, Dallas, and San Antonio, with two dozen attorneys and more than 250 legal support staff. They share Jim Adler’s mission of helping injured Texans get the money they deserve from those who were at fault.

 

Family Man, Giving Back

You may know Jim Adler only from his media appearances and tough-talking TV ads. But he’s more than that. He’s also a family man who loves children and devotes much time and his firm’s resources to children’s charity causes.

In 2009, former Houston Mayor Bill White appointed Jim Adler to the Board of Directors of the Joint City/County Commission on Children, recognizing his lifelong devotion to helping children.

“I believe we all should give back to our communities,” said Adler, a Dallas native who speaks fluent Spanish. “I believe in helping people and doing good works.”

In fact, unlike his fierce TV image, Jim Adler is “a people person. I enjoy being around people from all walks of life. I love the joy of life – of just being alive.”

He’s also even more active than his busy legal work suggests.

“I love to sweat,” says the avid tennis player, snow skier, jogger and golfer. “I love sports of all kinds, and I work out five or six days a week — 30 minutes of cardio and 30 minutes of weightlifting. I’m also really big on nutrition and watching what I eat.”

Boosted by this commitment to health, he has no plans to retire — even now that son Bill Adler has joined the firm as an attorney.

 

Son at His Side

“Having my son at my side at the firm is the best thing that’s ever happened to me,” Jim Adler says. “He’ll ensure that all the work I’ve put in over the years and the family’s tradition of serving underdogs will continue.”

That family includes Jim Adler’s wife of 38 years, their four children and their five grandchildren.

Bill Adler was raised in Houston, but Jim Adler was raised in Dallas. He went to Austin to earn his undergraduate degree from the University of Texas, followed by his law degree from the UT School of Law.

He then served in the U.S. Army and U.S. Navy and was appointed a judge for the Office of Civilian Health and Medical Programs United Services (OCHAMPUS), adjudicating health and medical disputes for Army, Navy, Air Force, and Marine personnel. He then launched his law practice in Houston, home of his principal office today.

Jim Adler was admitted to practice law by the Supreme Court of Texas and is licensed to practice in the U.S. Courts of Appeal for the Fifth Circuit and U.S. District Courts for the Southern, Eastern, Northern and Western Districts of Texas.

He is a member of the State Bar of Texas, Houston Bar Association, Texas Bar Foundation, Dallas Trial Lawyers Association, Dallas Bar Association, American Bar Association, and American Trial Lawyers Association.

He’s also a director of the Texas Trial Lawyers Association and the Houston Trial Lawyers Association.

As a passionate advocate for injury victims, Jim Adler has handled lawsuits involving auto accidents, trucking accidents, offshore accidents, Jones Act cases, refinery accidents, construction injuries, burn injuries, brain injuries, on-the-job accidents, slip-and-fall cases, railroad accidents, electrical accidents and many other types of personal injury.

Getting payments for victims can be a battle. But Jim Adler became a lawyer to fight those battles.

“I always had a desire to help underdogs, the little guy, against big corporations and big insurance companies, and to level the playing field for accident victims,” he says.

 

Charitable Works

Jim Adler’s good works also include many charitable causes. He’s contributed to the American Cancer Society, Armed Forces Relief Trust, Association for Community Television, Alzheimer’s Disease & Related Disorders, Arthritis Foundation, American Heart Association, American Health Assistance Foundation, Special Olympics, Child Advocates of Fort Bend County, The Center for Hearing & Speech, Covenant House, Easter Seals Society and Galena Park Choir Boosters.

Still more of his causes include the Habitat for Humanity, Juvenile Diabetes Research Foundation, Federation of Greater Houston, Guild for the Blind, Leukemia & Lymphoma Society, March of Dimes, MD Anderson Cancer Center, Multiple Sclerosis Society, Primera Rosa De Saron, Susan G. Komen Breast Cancer Foundation, St. Jude Children’s Research Hospital, Texas Bar Foundation, Texas Children’s Hospital, US Olympic Committee, University of Texas Law School Foundation and UTMB Burn Care Research.

“I wish there were more hours in the day,” says Jim Adler. “I always want to do more.”

“Basically I believe in doing good works. Seeing families whose child was injured by an 18-wheeler or a defective drug puts me in a fighting mode. My good works then are about helping them recover financially. Those good works are my life’s mission.”

Thus, after decades of fighting for justice, Jim Adler is still on the case, helping those who need it the most. As thousands of injured Texans have learned when he fought for their legal rights, there’s only one “Texas Hammer.”

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