An engaging and informative pitch to attorneys looking to goose their business.
If you want your law firm to grow, you need to tell a compelling story with video advertising, according to this debut marketing primer.
Mogill, CEO of the marketing company Crisp Video Group, admonishes attorneys who are leery of promotion that they have not just a right, but also an ethical obligation to keep potential clients from going to less competent lawyers who do advertise. In this blunt-talking guide, he recommends online videos as an impactful medium. The author elaborates a doctrine for ushering leads along “the buyer’s journey,” from “awareness” to “consideration” and ultimately the “decision” to hire a law firm, based on a high-level marketing analysis that identifies a “unique value proposition,” a profitable niche specialty, and a likely target audience. (One of Crisp’s clients forged a thriving practice specializing in motorists caught with drugs on Nebraska’s Interstate 80 corridor.) His ad strategies eschew rationalist approaches that tout experience, fees, or qualifications—“Your clients don’t give two shits about a certification”—and instead try to build a deep emotional connection through storytelling, complete with character profiles and inspiring narratives. (A personal injury firm he showcases consists entirely of attorneys who suffered traumatic accidents, which sparked their resolve to win big settlements for clients.) The author gives specific pointers on making winning video ads—be concise, don’t forget search engine optimization, get the key selling points in adroitly—with the implication being that effective marketing is hard and best done by pros. Mogill supplements the nuts-and-bolts information with earthy motivational themes, deftly recounting his own scramble from immigrant poverty to entrepreneurial success. He also regales readers with tough-love challenges to make a serious commitment to marketing (“If you’re not ready to make a big change, then you might as well close this book right now, head off to your local dive bar, and start drinking”) and to cut through their anxieties (“When I’m uncomfortable, when I’m literally down on my hands and knees feeling sick to my stomach, that’s when I know I’m pushing toward something good”). The manual sometimes sounds like a sales brochure, but it’s a brisk, lucid read with much food for thought.
An engaging and informative pitch to attorneys looking to goose their business.Pub Date: Nov. 6, 2018
ISBN: 978-1-5445-1252-5
Page Count: 292
Publisher: Lioncrest Publishing
Review Posted Online: Dec. 23, 2018
Review Program: Kirkus Indie
This is not the Nutcracker sweet, as passed on by Tchaikovsky and Marius Petipa. No, this is the original Hoffmann tale of 1816, in which the froth of Christmas revelry occasionally parts to let the dark underside of childhood fantasies and fears peek through. The boundaries between dream and reality fade, just as Godfather Drosselmeier, the Nutcracker's creator, is seen as alternately sinister and jolly. And Italian artist Roberto Innocenti gives an errily realistic air to Marie's dreams, in richly detailed illustrations touched by a mysterious light. A beautiful version of this classic tale, which will captivate adults and children alike. (Nutcracker; $35.00; Oct. 28, 1996; 136 pp.; 0-15-100227-4)
Pub Date: Oct. 28, 1996
ISBN: 0-15-100227-4
Page Count: 136
Publisher: Harcourt
Review Posted Online: May 19, 2010
Kirkus Reviews Issue: Aug. 15, 1996
BOOK REVIEW
BOOK REVIEW
An extravaganza in Bemelmans' inimitable vein, but written almost dead pan, with sly, amusing, sometimes biting undertones, breaking through. For Bemelmans was "the man who came to cocktails". And his hostess was Lady Mendl (Elsie de Wolfe), arbiter of American decorating taste over a generation. Lady Mendl was an incredible person,- self-made in proper American tradition on the one hand, for she had been haunted by the poverty of her childhood, and the years of struggle up from its ugliness,- until she became synonymous with the exotic, exquisite, worshipper at beauty's whrine. Bemelmans draws a portrait in extremes, through apt descriptions, through hilarious anecdote, through surprisingly sympathetic and understanding bits of appreciation. The scene shifts from Hollywood to the home she loved the best in Versailles. One meets in passing a vast roster of famous figures of the international and artistic set. And always one feels Bemelmans, slightly offstage, observing, recording, commenting, illustrated.
Pub Date: Feb. 23, 1955
ISBN: 0670717797
Page Count: -
Publisher: Viking
Review Posted Online: Oct. 25, 2011
Kirkus Reviews Issue: Feb. 1, 1955
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