• Techniques to combat price resistance and price undercutting; • How to sign more clients who are reluctant to hire a lawyer; • How to reduce collection problems and get paid for your work. Attendees will leave this program armed with concrete, immediately useable new skills to increase revenues and maintain a healthy practice. Featured speaker PAID Columbus, Ohio Permit No. 603 Critical Marketing Skills for Lawyers: How to Thrive in a Down Economy N AT I O N A L SPEAKER SERIES Return Service Requested • Building powerful personal marketing skills that generate more referrals; • Effective use of advertising, Web sites and blogs; • How to “change the game” to make clients out of more prospects; • New directions for pricing your services; and P.O. Box 16562 Columbus, OH 43216-6562 Master Practice Advisor Dustin Cole taps into his 20 years of experience in legal marketing to provide advice on re-thinking the marketing process. “The traditional approach no longer works,” says Cole. “In today’s economy, attorneys must innovate and refocus their skills and make marketing a high priority, or risk failure.” In this special presentation, Cole demonstrates how to update and upgrade traditional approaches to marketing to assure a growing revenue stream, including: NON-PROFIT ORG. U.S. POSTAGE Program description Dustin A. Cole October 23, Cleveland October 22, Perrysburg (Live and via Webcast) October 20, Columbus October 19, Fairfield DATES AND LOCATIONS: Critical Marketing Skills for Lawyers: How to Thrive in a Down Economy Dustin A. Cole is president of Attorneys Master Class, one of the nation’s leading attorney practice development organizations. Cole has trained more than 10,000 attorneys across the United States on how to build more successful practices and develop their dream retirements. He brings more than 35 years of experience working with the legal profession in every phase of business marketing and management. Cole specializes in providing structured, longterm assistance to help firms achieve greater success and helping firms cope with market change, partner disputes, mergers and breakups. He has guided practice groups through successful marketing planning and execution and has advised attorneys in planning successful retirements and firm successions. Through Attorneys Master Class, Cole has supported firms ranging in size from sole practitioner to firms consisting of 2,000 attorneys. October 19, Fairfield October 20, Columbus (Live and via Webcast) October 22, Perrysburg October 23, Cleveland HOURS: 3.25 CLE hours Critical Marketing Skills for Lawyers: How to Thrive in a Down Economy Schedule 8:00 8:30 Registration Framing the Issue: Challenges from the Economy and Changes in the Practice of Law • The economy—what’s now; what’s next? • The landscape for legal services is changing forever 8:55 Down Economy, Up Economy: Ethical Considerations Remain the Same 11:20 Building the Effective Prospect Conversation • Setting the stage for effective prospect and client conversations • Key elements of the effective prospect conversation • Examples of effective conversations 11:40 New Directions for Pricing Your Services 12:00 Questions and Closing Comments • Ethics and client development—are they compatible? • The causes of grievances, errors and malpractice 9:15 Keys to Business Building • The prospect-client continuum • How do clients find you? • Referrals • Advertising • Public relations and publicity • Personal contact • The Cobb Value Curve 09-142 Ohio attorney number: Admission date: Name: Firm: Address: City, state, zip: Unable to attend? This CLE seminar is also available in these formats: Live Webcast: You can view this seminar via the Internet for selfstudy credit as it takes place at the OSBA on Oct. 20, 2009. The Supreme Court of Ohio allows you to earn six hours per reporting period through self-study. To register, go to www.ohiobar.org/webcasts. Book: If you cannot attend this program but want to order a copy of this course book, complete the registration form and check the book check box. 10:00 Break 10:15 The Basics of Personal Referral Marketing • Referral marketing: what is it, really? • The four core principles of personal referral marketing 11:00 Effective Advertising in a Down Economy: What, Why and Why Not • • • • Registration Phone: Fax: E-mail: Tuition and locations ■ October 19, Fairfield ■ October 22, Perrysburg ■ October 20, Columbus ■ October 23, Cleveland Member Pre-registration: Walk-in registration: Gov’t attorneys: New lawyers: ■ New address ■ $195 ■ $220 ■ $166 ■ $98 Nonmember ■ $244 ■ $269 ■ $207 ■ $122 ■ Group discount: Three or more from the same firm or office registering for this program receive $25 off each registration. (New lawyers are excluded. Registrations must be processed at the same time.) Note: Nonmembers may join the OSBA and save on all future OSBA CLE seminars. Contact the OSBA at (800) 232-7124 for an application. OSBA associate legal assistant members may attend at the OSBA member rate. Key principles of advertising Keys to measuring value from advertising Do you need a Web site? ABCs of effective Web sites Form of payment ■ Enclosed is a check for $ Dates and locations To register October 19 .........Fairfield – Receptions Conference Center North, 5975 Boymel Drive Mail: OSBA CLE, P.O. Box 16562, Columbus, OH 43216-6562 Phone: (800) 232-7124 or (614) 487-8585 (credit card only) October 20 .........Columbus – Ohio State Bar Association, 1700 Lake Shore Drive Webcast: www.ohiobar.org/webcasts Fax: (614) 487-8808 (credit card only) Expiration date: Online: www.ohiobar.org (credit card only) Signature: Door: Call in advance to confirm date, time, location and space availability. Book order October 22 .........Perrysburg – The Hilton Garden Inn, 6165 Levis Commons Boulevard October 23 .........Cleveland – Forum Conference Center, One Cleveland Center, E. 9th St. and St. Clair Webcast: www.ohiobar.org/webcasts (credit card only) ■ Mastercard ■ Visa ■ American Express Account number: I am unable to attend: ■ Book: Please reserve a copy of Vol.09-142 (book). Enclosed is a payment of $50 (includes 6.75 percent sales tax and $5 shipping). Cancellation policy: Cancellations received by 5 p.m. the business day prior to the seminar will be refunded less a $25 office fee. Those not attending will receive the course materials in full consideration of tuition paid.