Thanks for asking
about my custom-designed
programs for attorneys...
I’m going to tell you everything you want to know: How to market with
dignity. How you profit from my unique method. What it costs. What others say
about it. Why you can’t lose.
It doesn’t matter where you are in your legal career. Veteran
or recent graduate. Successful or struggling. Sole practitioner or partner.
Or which type of law you practice. Civil or criminal. Business or consumer.
Estate planning, family law, intellectual property -- anything.
When you ask me to design your marketing program, you’ll profit from
my unique, innovative method of Education-Based Marketing. The method the American
Marketing Association featured on the front page of its national publication,
Marketing News. The method that’s drawing raves from lawyers coast to coast.
The method that worked for them can work for you, too!
It’s simple. Just tell me the legal services you want to market and
the audience you want to attract.
I’ll design your program so you attract the clients you want -- clients
who retain you to work on the matters you find most enjoyable and rewarding.
I’ll create your marketing materials with dignified, persuasive
arguments from start to finish. The kind that motivate prospects to act
now. Arguments so compelling that prospects come into your office, sign
your fee agreement and hand you a check.
And I’ll do all this with dignity so you attract new clients,
increase referrals, strengthen client loyalty and build your image
as an authority -- without selling.
OK. Let’s say you’d like me to design and carry out your marketing
program but you don’t know where to begin. I think I can guess your questions:
“WHAT ARE THE BENEFITS OF YOUR MARKETING PROGRAM?”
My program can be broken into four parts:
PHASE 1: STRATEGY. You and I discuss the services you want to
market and the prospective clients you want to attract. Then I explain how I
will create your custom marketing program using my unique method of Education-Based
Marketing. You’ll find my method an effective, efficient way to reach your target
audience and motivate them to hire your services.
PHASE 2: CREATION. You and I determine which written materials
we’ll need to implement your program. These usually include your educational
handout, news releases, print ads, broadcast commercials, seminar
fliers, and whatever support documents we decide to use.
Next, I write your marketing materials based on information
I get from you. And last, you review the materials for accuracy and note
any changes you’d like me to make. The educational materials I create become
your fact kit, which we mail to prospects on request. In most cases, I
complete phases one and two in 60 days.
PHASE 3: IMPLEMENTATION. When your marketing materials are ready to
go, I implement your program, usually during the third month. I take whatever
steps we have decided will give us the highest likelihood of reaching your target
audience and persuading them to act.
Here’s what typically happens when I launch a marketing program:
I order your advertising and mail your news releases. You or your secretary
reserves a meeting room for your seminar. When your ads and articles appear,
your secretary answers phone inquiries from prospects, mails out fact kits and
keeps your mailing list up to date. And when seminar day arrives, you speak
and interact with your prospects in person. Lawyers often generate several new
clients during this first trial run.
Also, during this stage, we create an education-based web site and
post your new marketing materials. If you don’t yet have a web site, then
this becomes a priority because we want your materials where prospects can find
and read them 24 hours a day.
PHASE 4: MAINTENANCE. During this phase, I keep your program moving
forward. I write and mail news releases to your media list, which I compile
and keep on computer. You respond to requests for interviews from newspapers,
radio and television. I write your newsletter, which you mail to your prospects
and referral sources. You continue to attract calls from prospects.
I order advertising to support your seminar attendance and keep your
phone ringing with inquiries from new prospects. Your secretary mails their
fact kits and enters their names into your database.
MOST IMPORTANT: As you and I watch your results and monitor feedback,
we fine tune your program and make mid-course corrections so your results get
better and better.
Some lawyers hire me to create and carry out their marketing programs
indefinitely. Others ask me to set up the program and turn it over to their
in-house marketing person. And some attorneys ask me to design materials they
can use in their own program. I’m happy to help you any way I can.
“DO I HAVE TO FOLLOW ALL THE STEPS YOU RECOMMEND?”
No, but you get better results when you do. Many lawyers tell me their marketing
attempts have been scattered, a little here, a little there. My systemized,
step-by-step approach has proved effective for many years. The persuasive and
motivating power in my approach comes in part from the synergy of all the methods
reinforcing each other.
Your marketing program is a puzzle with many pieces. When you put each
piece in its proper place, you can clearly see the complete puzzle. But when
you decide to use some pieces and not others, you soon see that your marketing
program is full of holes, as many lawyers discover.
When your complete program is attracting new clients, think how far
ahead of your competitors you’ll be! While other lawyers struggle to figure
out how to use advertising... publicity... seminars... newsletters... e-mail...
and the Internet... you profit from your own custom-tailored program that includes
all these methods -- used in the correct amounts -- in the most powerful sequence
-- to bring you the most profitable results.
“HOW LONG DOES IT TAKE TO GET NEW BUSINESS?”
It depends on how quickly your prospects make decisions. A key function
of your marketing message is to establish urgency so your prospects take immediate
steps to solve their problems. Often, the urgency comes from the risks your
prospects face from letting their problem persist or the pressure they feel
from impending deadlines.
Your marketing program usually attracts prospects in all stages
of readiness: Some become your clients right away. Others in the weeks
and months ahead.
The step that usually brings the most new clients is your seminar,
when prospects meet with you face to face. It’s one of your most effective
marketing tools because it allows prospects to listen to your marketing message
and ask questions in a neutral, non-threatening environment.
If you present a consumer-oriented seminar, it’s not uncommon that
you’ll win new clients within 24 to 48 hours after your program, depending on
how quickly you meet with interested prospects. Business clients usually
take longer, depending on how executives or in-house counsel make decisions
and whether they are under any outside pressures.
One note of caution. Don’t conclude that a seminar is all you
need for an effective marketing effort. Many lawyers make this mistake and soon
discover that prospects stop attending their programs. The steps in the process
that lead up to the seminar result in greater seminar attendance. And the steps
that follow the seminar help you convert a greater number of prospects into
“DO BAR ASSOCIATIONS APPROVE OF THIS TYPE OF
I can’t speak for bar associations, but I believe they support this
type of marketing based on three facts: First, most ethics rules specify that
lawyers’ marketing efforts must be informational in nature. Education-Based
Marketing is built on providing information about the person’s problem
and the solutions you can provide.
Second, I receive more invitations than I can accept to speak at lawyer
meetings, and my programs often qualify for continuing legal education credits.
(My two-hour program for the Oregon State Bar Continuing Legal Education was
rated excellent by 97% of attendees. The Bar then asked me to present an all-day
program, an invitation I was pleased to accept.)
Third, a large number of bar and legal publications publish my marketing
articles and columns.
From these facts, I think it’s fair to conclude that bar associations
look favorably upon Education-Based Marketing.
“YOU MAY KNOW MARKETING, BUT YOU DON’T KNOW MY LAW PRACTICE.
It’s natural to feel that way. But your marketing success does not depend on
the nature of your practice. It depends on the marketing method you choose and
how your prospects make hiring decisions.
When you use my method of Education-Based Marketing, you reach genuine
prospects early -- often, before they call other lawyers -- and you deliver
your marketing message so your prospects receive it without pressure, commitment,
hassle or effort.
The most effective time to reach prospects -- when they are most receptive
to your message -- is during the first step of the decision-making process.
This is the time when they are looking for information to help them solve
a problem or achieve a goal.
When you offer educational materials, prospects call your office and
request your fact kit. This allows you to capture their names and addresses
for your mailing list. Plus it puts your marketing message into their hands
long before they come into your office.
My job, in creating your program, is to decipher your area of law into
plain English so your prospects understand how you can help them. I translate
the features of your practice into the benefits prospects receive
from hiring your services. You give me the information I request and I’ll
do the rest.
“CAN YOU HELP ME PROMOTE MORE THAN ONE AREA
Sure. You need one educational message for each area of law you want to market.
For example, you could have one message that attracts estate planning clients,
another for family law clients, and yet another for business clients. I’ll create
as many messages as you want.
“I ALREADY HAVE A MARKETING PROGRAM. CAN OUR METHODS
Perhaps. Let’s discuss how we can blend the most powerful, persuasive parts
of both methods so you get the results you want -- and still maintain a dignified,
“I ALSO WANT A FIRM BROCHURE. CAN YOU WRITE THAT TOO?”
Yes. When you incorporate my principles of Education-Based Marketing into your
brochure, you get a powerful marketing piece that attracts new clients, increases
referrals and becomes a profitable part of your client development program.
“HOW DO I MAKE SURE I DON’T LOOK LIKE A SALESPERSON?”
As long as you avoid selling-based marketing and rely exclusively on Education-Based
Marketing, you’ll be fine. To start, you and I discuss everything in advance.
You have absolute power to veto anything I suggest. Next, I follow the steps
in our plan. And last, I closely monitor your progress to make sure we do only
those things that contribute toward building a dignified, professional image.
“MAY I LOOK OVER SAMPLES OF YOUR WORK?”
Yes. All the articles, letters and written materials on the Lawyer Marketing
Advisor (www.treyryder.com) are samples of my work. In addition, I offer an
e-mail packet that contains articles, a few of which are not on my web site.
If you’d like to receive these articles, send an e-mail to email@example.com
and ask for my e-mail packet of articles. I’ll send them by return e-mail.
I’d like to go one step further and send you marketing materials I
have prepared for clients. But I can’t. You understand why, I’m sure. I want
my clients to have every marketing advantage. And one way I protect their advantage
-- and the money they have invested in my program -- is by asking my clients
to decline requests for copies of their documents. Attorneys who have given
me testimonial letters tell me how uncomfortable they feel when another
lawyer asks to see their materials. So I ask that you please not put them in
If we decide to work together, you can be sure that I will protect
your marketing advantage and investment the same way. And if you ask me not
to disclose that you have hired me -- as some lawyers do -- you can be sure
that I will keep our relationship confidential.
“WILL YOU COME TO MY OFFICE AND TALK WITH ME IN PERSON?”
Yes. If you’re a client, I’ll be glad to visit you at your office.
Fortunately, I don’t travel much, so I can usually make myself available
whenever it’s convenient for you. Weekends, however, are difficult because
I have commitments at church.
If you aren’t yet a client, I’ll send you my engagement
letter that covers on-site consultations at your office. This letter explains
my charges, including my fees and travel expenses.
If you’re a prospective client and want to discuss our working
together, I’ll gladly talk with you by telephone or e-mail at no charge.
If you want me to visit your office, I’ll ask you to pay my travel expenses
and my on-site fee, which varies depending on how long I stay.
“CAN WE REALLY WORK TOGETHER AT A DISTANCE?”
Yes. Thanks to technology, I can live in a small mountain town where I do my
best work -- and carry out your entire marketing program from my home office
(no neckties here!). It makes no difference whether you’re across the street
or across the country. Computers, phone, fax and e-mail have changed the way
we do business. Now I can provide marketing services to lawyers in all parts
of the United States without leaving my office. Plus, I no longer have to endure
those dreadful traffic jams.
“SHOULDN’T I HIRE A MARKETING AGENCY NEAR MY OFFICE?”
That depends on the value you attach to your consultant’s knowledge, skill,
judgment, experience and personal service -- compared with the value you get
from working with someone close to home.
I specialize in Education-Based Marketing. I work exclusively
with the marketing method I developed. I work only with lawyers. And I
work hard to give you the care and attention you want and deserve.
I create custom marketing programs for my clients built on my unique
marketing model, the one the American Marketing Association featured on
the front page of Marketing News. It’s the only method I recommend -- the only
method I use -- because it’s the only method that I know works.
If you want to profit from my innovative method -- and if you want
to hire the marketing professional most experienced at using that method --
then I hope we can work together.
When you hire me, you’re not hiring a marketing agency that works on
commission (clearly a conflict of interest). You’re not paying for a penthouse
office suite filled with handmade furniture and museum artifacts. You’re
not paying for an expensive support staff. (I don’t even have a secretary.)
When you hire me, you work exclusively with me. When you call my office,
I answer my own phone. (You’ll never have to pass messages through my
assistant because I don’t have one.) And if I’m busy when you call, I
promise I’ll return your call as quickly as I can.
I provide my clients with the highest level of knowledge, skill, judgment,
experience and personal service. If that’s what you’re looking for, I invite
you to call.
“HOW MUCH DOES YOUR PROGRAM COST?”
What value would you place on a program that could bring you fees of $25,000
or $50,000 per month? Or a program that could generate one or a handful of high-dollar
cases each year?
If I owned a big-city agency, I might be forced to charge $800 to $1000
per hour to cover the extreme overhead. But, fortunately, I don’t. Instead,
I work alone and live in a small town. This allows me to offer services to lawyers
for only $550 per hour.
My custom marketing programs range from a high of $15,000 per month
-- to a low of $2,500 per month. You and I start by discussing what you to achieve
and your budget. Then we agree on the level of service. For these programs,
most lawyers choose a fixed fee rather than hourly billing, but I’ll gladly
work with you either way.
Here’s the rationale behind my marketing programs:
In years past, I often worked with six to twelve clients at a time
in different parts of the United States. If you’ve ever tried to take
care of that many active clients -- all of whom require (and deserve) immediate
attention -- then you know how it feels to be spread too thin.
Before long, I found I achieved better results for my clients -- and
enjoyed working with them much more -- when I limited myself to four monthly
clients at any one time.
So today, I work with only a select handful of lawyers. As a result,
I enjoy my client relationships much more. And I can invest more time working
for each client.
When you consider the amount of time you want me to work, remember
this basic principle: The longer you keep your prospect’s attention, the
more likely you are to win a new client.
Here’s an analogy: If one prospect says you can talk with him
for five minutes, and another says you can talk with him for an hour, which
is more likely to become your client? Certainly, the prospect who gives you
The same is true when it comes to your written marketing materials.
The more information we provide, the sooner your prospects (1) understand their
problems, (2) understand the solutions you can provide, (3) appreciate the depth
of your knowledge, skill, judgment and experience, (4) see the many ways you
differ from other lawyers, and (5) realize that you are the only lawyer they
should hire to represent them.
When prospects receive your educational packet -- whether by mail or
e-mail -- some may not need to read everything you send. But the smart money
is on length. Long copy is effective, not because it’s long, but because
Lawyers who hire my services often tell me they read my articles from
beginning to end. The same holds true for my Web site.
Here are things you and I consider when determining the number of hours
I’ll work for you:
1. Complexity of Subject: Some areas of the law require more in-depth
discussion and explanation than others. If your subject is complicated, in most
cases, a larger educational packet with more detailed materials will get better
results. If you’re promoting legal services that are well understood by
your prospects, you may not need as much explanation.
2. Competitive Climate: If you have competitors everywhere you look,
you need more powerful, persuasive marketing materials than if you’re
the first lawyer entering a new area of law or offering a new service.
3. Geographic Area: Are you trying to attract new clients from around
the country, around your state, or only in your metropolitan area? A nationwide
program requires more hours -- and can generate far greater results -- than
a local program.
4. Urgency: Do you want to make a significant impact in your market
area quickly so you can establish and dominate your niche? Or are you satisfied
to enter your market slowly but surely? The faster you seize your market niche,
the stronger your marketing position.
5. Start-up Time: Under normal circumstances, I create and launch your
marketing program during the first 90 days. (I create your packet of educational
materials and other marketing materials within the first 60 days. Then, I kick
off your program during the next 30 days.)
This means I invest a lot of time during the first three months. The
more time you allow me to work, the more persuasive materials I can create for
you -- the more powerful arguments I can write for you -- and the faster I can
launch your program.
You and I will create the hourly arrangement that suits you best. We
might decide on a descending scenario, where my investment of time could be
30 hours the first month, then 15 hours in future months. Or a more level scenario,
where my investment of time might be 20 hours for each of the first three months,
then 10 hours per month after that. If you’re interested in working with
me, you can be sure we’ll work something out.
6. Budget: Even if your budget is limited, we still may be able to
work together. If you can budget my minimum fee of $2,500 per month, I can design
and carry out your program for you. The only difference is I’ll create
a smaller educational packet and implement your program more slowly. Or, rather
than creating your packet during the first two months, we may decide to use
three or four months to prepare your materials. Don’t be reluctant to
call if you want only a minimum effort. You’ve heard the saying, “Good
things come in small packages.” I have created many small packages that
brought excellent results.
After the first month of service, you earn a five percent (5%) prompt-payment
reduction if you pay my invoice on time. And whenever you want to end our agreement,
you’re free to cancel with just 30 days notice, according to the terms
of my engagement letter.
With my help, you can have your own marketing department without hiring
even one person in-house. And you don’t have to pay for my vacations or
“DO YOU KEEP TIME SLIPS AND BILL ME BY THE HOUR?”
This depends on our agreement. If we enter into a flat-fee agreement, then no,
the flat fee covers my time. You pay only for what we agree upon -- nothing
more. My mission is to do whatever it takes to make your program work. If I
put in more time than I expect, that’s my risk, not yours.
On the other hand, if we enter into an hourly agreement, then I keep
time records and bill you for the hours I work.
“WHAT OTHER EXPENSES CAN I EXPECT?”
First, you’ll be glad to know that I don’t mark up outside
services. (A few marketing consultants have told me they mark up outside services
100% or more.) So if you decide to use my printer, artist or mailing service,
you’ll receive a bill only for the actual amount they charge. I see my
contacts with suppliers as another service I provide. And I’m happy to
share them with you at cost.
Now, here are expenses you can anticipate:
ADVERTISING: Often, the largest expense is what you invest to advertise
your program. Some lawyers invest several thousand dollars each month; others
choose not to advertise at all. If you decide to advertise, I’ll set up
your account directly with the newspaper, radio or TV station. And if the media
outlets offer ad agency discounts, they usually credit that amount directly
to your account.
ART WORK: In most cases, I create your educational materials on my
computer in a format that is camera-ready. For more technical art work, such
as display ads, I ask one of my commercial artists to produce your ad. Usually,
this is a one-time expense -- and if the situation arises, I’ll ask for
your approval before you incur any obligation.
PRINTING: After I write your marketing documents, we will have a commercial
printer produce your materials so we can send them to prospects who call your
office. These written materials will also serve as your seminar handouts. I
recommend small quantities at first, depending on the printer’s discounts.
I can send camera-ready art to your printer. Or, I have a printer in Arizona
who works with my clients all over the United States.
PHOTOGRAPHY: We’ll need a good black and white photograph to
use in your marketing materials and to offer with your news releases. If you
have (or plan to have) a Web site, then I’ll recommend color photos, from
which we can make black and whites. For the best result, your photos should
be taken in a studio. I’ll provide your photographer with detailed instructions
outlining exactly what I want. And if you don’t have a good photographer,
I’ll find one for you.
“WHEN DO I PAY?”
I wish I could bill you. But I can’t. So when you receive my engagement letter,
please sign it and return it with your check. You understand why: Your marketing
program is created especially for you -- not copied off a hard drive. But even
though you pay in advance, you can be sure you’ll be well pleased. I guarantee
that everything I write for you will meet your approval. No ifs, ands or buts.
“WHAT ARE THE COMPONENTS OF YOUR MARKETING
You benefit in many ways:
1. You maintain your dignity because you never make any effort to sell.
2. You establish yourself as an authority because prospects see
you as a reliable source of information.
3. You don’t seek out prospects; instead, they call you.
4. You reach prospects during the first stage of the decision-making
process, often before they call other lawyers.
5. You identify prospects who may feel intimidated speaking with
a lawyer, but who aren’t afraid to call for your free fact kit.
6. You prove that calling your office and visiting your web site are
positive experiences because prospects receive your information
7. You save money because you don’t need a big yellow pages ad.
8. You save money because you don’t need expensive brochures.
9. You receive calls from qualified prospects who are genuinely interested
in your services.
10. You attract the clients you want so you work on the matters you
find most enjoyable and rewarding.
11. You establish your credibility and make a positive first impression
by offering helpful information.
12. You save time by answering questions in your materials rather than
answering the same questions over and over on the phone or in person.
13. You earn your prospect’s loyalty because you’ve made an effort
to help him, even if he doesn’t become your client.
14. You know precisely how well your marketing works because you can
count the number of prospects who respond -- and the number who go on to become
15. You cover your overhead costs more quickly than ever before.
16. You gain a significant advantage over competing lawyers because
you give prospective clients what they want, information and advice -- and remove
what they don’t want, a sales pitch.
“I KNOW I NEED TO START MARKETING, BUT I’M NOT
IS TIMING REALLY THAT IMPORTANT?”
YES! The leading brand of any product or service is almost always the first
brand into the prospect’s mind. We think of Hertz in rent-a-cars. IBM in computers.
Coca-Cola in soft drinks.
To show you the importance of getting into your market early, here
is one eye-opening example from corporate America.
Hewlett-Packard was first to introduce laser printers for computers.
The last time I checked, HP owned 49.1 percent of the printer market -- five
and one-half times the market share of second-place Apple, which had only 8.9
percent. Third, fourth and fifth place contenders had even less.
While this is just one example, you can find many more.
Does it do you any good to enter a market late? Yes, as long as you
don’t enter so late that all the business is gone. As long as you’re
entering a dynamic market, where new prospects continue to need services, some
of the cases will likely come to you. But you won’t do anywhere near as
well as the lawyer who gets in first -- and maintains a marketing program that
allows him or her to keep a tight grip on the leadership position.
Do a few weeks one way or the other make a difference? This reminds
me of the man who attended one of my client’s estate planning seminars
some years ago. His mother died a few days earlier and he was looking for ways
to avoid paying estate taxes. My client told him, “If we had set up your
mother’s A-B trust last week, she would have avoided all estate taxes.
But now that she has passed away, you must write the IRS a check for at least
In this case, did a few days make a difference? They certainly did.
A few days cost his mother’s estate nearly a quarter million dollars.
The same is true in marketing. You gain nothing by waiting, but you
lose a lot: (1) You lose clients because your prospects hire other lawyers.
(2) You lose opportunities to get articles in the print media and interviews
on the evening news because other lawyers get there first. And (3) you lose
ground in a marketplace where no one can afford to let their position slip away.
If you’re like most lawyers, you can think of a hundred good
reasons to put off marketing. But what you need, instead, is one good reason
to move forward now. Here’s the reason I suggest:
Every day lawyers and law firms hire marketing consultants, advertising
agencies, public relations firms, communication consultants, Web page designers
-- all in search of new and better clients. Every hour the competitive noose
around your neck grows a little tighter. If you don’t act soon, you may
find yourself unable to act at all.
Now, the choice is yours.
“WHEN CAN WE START?”
Right now, if you like.
Just drop me an e-mail (firstname.lastname@example.org) and I’ll call you
-- or call me at 1-928-468-1000. We’ll discuss
what you want to accomplish and agree on the level of service that’s right
Then I’ll send you my engagement letter and an invoice for your files.
You simply sign and return my engagement letter with your check. And as
soon as I receive your materials, I’ll set the wheels in motion so you
attract new clients and increase referrals using my dignified, profitable
Alfred Nobel didn’t invent liquid nitroglycerin or sawdust. But,
in 1866, he discovered how to combine them in the right proportions to produce
dynamite -- the most powerful explosive known at the time.
Likewise, I didn’t invent direct marketing. But I discovered
how to combine proven direct marketing principles with a powerful educational
message to produce my unique method of education-based marketing.
It’s the most powerful marketing method I know -- and the only
method I recommend -- because it attracts new clients with dignity, while giving
you a major edge over your competitors.
Now I offer to put my method to work for you.
Call today, won’t you? I’ll be happy to help you in every
P.S. If you’ve read this far, you’re obviously interested, so please
remember this: I tailor your marketing program to meet not only your marketing
needs but also your budgetary considerations. It won’t cost you a penny
to find out just how easily we can work together. So right now, while this is
uppermost in your mind, call me. 1-928-468-1000 rings on my desk.
READ WHAT LAWYERS AND MARKETERS SAY ABOUT
TREY RYDER AND HIS UNIQUE METHOD OF EDUCATION-BASED MARKETING
Trey Generates Ideas With a Facility That Houdini
“Trey Ryder is one of the most creative and thought provoking thinkers
on issues relating to current day lawyering. He is practical yet generates common
sense ideas with a facility that Houdini would admire.” James
G. Derouin, Partner; Steptoe & Johnson; Phoenix, Arizona
Best Way I Have Found
“Education-based marketing is the best way I have found to attract new
clients. Almost all of my clients are attorneys. They frequently approach me
after a seminar or after reading one of my newsletters and say: you know your
stuff, I’d like to hire you.” Jerome Fishkin, Attorney
at Law; San Francisco, California
I Poo-pooed Trey’s Suggestions Until Recently.
The Response Has Been Amazing.
“Trey, I poo-pooed your (constant!) suggestions about putting together
an informational packet until I finally just did. It was nothing overly jazzy:
a short bio, a general article on criminal defense cases, a copy of our firm
brochure with a business card, copies of a few articles I’d written on
criminal cases for a local weekly and a collage of headlines of some big cases
I’d handled. The response has been amazing. Everyone I give them to really
appreciates the information. I think I am the only lawyer in the state of Maine
that does anything like this. I recently received a note back (along with a
large retainer) from a prospective client that said it all: ‘Your references
and materials give me the confidence that you will prove to be the best possible
professional I could choose to advise and defend me in this matter.’ Jeez!
Trey, I appreciate your fine work and suggestions and regularly send them around
to anyone I think might be interested. All my best.” Walter
F. McKee, Attorney at Law; Lipman & Katz, PA; Augusta, Maine
Professionally Comfortable With Approach; Produces
“Trey, Thank you for all the assistance you have given me in promoting
and developing my estate planning practice. Your work is professional and timely.
You have helped me to attract the very kind of clients I was seeking by teaching
me the values of education-based marketing. I feel comfortable professionally
with this approach, and evidently my new clients do as well, judging by the
number of new clients I now have. Your attention to detail in attracting and
keeping clients continues to produce tremendous results. I thank you and commend
you.” Anne Page Watson, Attorney at Law; Durham, North
Trey is the Consummate Professional
“It is an absolute pleasure for me to recommend Trey Ryder. I’ve
worked with many a consultant in my time, and I can say without reservation
that Trey is the best, in any discipline. He combines all the traits one would
want in an advisor: high caliber work product; targeted experience; savvy, no-holds-barred
advice (delivered in a supportive, constructive way); quick turnaround; ready
availability; reasonable fees. In other words, the consummate professional.
I’ve come to consider Trey more than just my marketing consultant. He’s
become my success coach and comrade-in-arms.” Jim Bennett,
The Bennett Law Firm; Dallas, Texas
Highest Recommendations for Trey’s Services
“I’m pleased to offer my highest recommendations regarding the services
of Trey Ryder. His results were highly professional and most effective. Trey
is personable, professional, motivated, and he is truly interested in my success.
Over the past several months, I have come to regard Trey as a friend.”
David B. Stocker, Lawyer; Phoenix, Arizona
Trey Ryder’s Methods Really Do Work Like Magic.
“I actually sat back today and thought, ‘Wow, Trey Ryder’s
Methods really do work like magic.’ In the past, I’ve had lots of
clients tell me that they hired me because of my website, and that they chose
me over other lawyers because of my website… but it didn’t hit me
until today that it was because of Education-Based Marketing. I just wanted
to share that with you and thank you.” Michael Chen, Attorney
at Law, New York, New York
Trey is the Preeminent Mentor to Legal Marketers
“My fervent advice to others in our field is to read everything you can
get your hands on that Trey Ryder has written. Go to any seminar where he is
a speaker. Purchase and digest any book ever published by him. He is a highly
sought-after consultant, an empowering and practical leader, and in my opinion
the preeminent mentor to legal marketers today.” Ewin
Grace, Attorney and Marketing Director; Gauntlett & Associates, Intellectual
Property Coverage Firm; Irvine, California
Ideas are Insightful, if not Ingenious
“I have been receiving Trey Ryder’s consulting advice for nearly
two years. Trey’s ’state of the art' marketing ideas have been insightful,
if not ingenious. Equally important is his vigilant message; you’ve got
to keep the availability of your services 'out there' in the public eye.”
F. Dillon Bagley, Esq; Boston, Massachusetts
Trey’s Tips Have Helped Us Grow from 2 to
6 Lawyers in Just 2 Years
“Finally marketing that applies to attorneys. Trey Ryder’s Lawyer
Marketing Alert is excellent.
His ideas are full of useful information, real bread and butter ideas you can
use to grow your practice. We have used many of his tips. Our firm has grown
from two lawyers to six in just two years. Every law firm, large and small would
benefit from his marketing tips! I look forward to his weekly newsletters for
new marketing strategies. Thank you Trey.” Howard E. Spiva;
Personal Injury Trial Lawyer; Savannah, Georgia
Only True Way to Market
“Trey Ryder’s education-based approach to marketing is the only
true way to create a successful law firm marketing plan. His ideas come from
years of marketing experience and have helped us stay one-step ahead of the
competition!” Seth A. Hodes, Marketing Director; Hodes,
Ulman, Pessin & Katz, PA; Towson, Maryland
“Your writing is of the highest quality, your approach to marketing dignified,
and your contributions to increasing the professionalism of the legal community
substantial.” Robert Erven Brown, Lawyer; Phoenix, Arizona
The Rules are Changing and Trey Ryder Gets It
“Legal knowledge is your work. Client knowledge is how you get it. Trey
Ryder’s education-based marketing principles show you how to demonstrate
client knowledge. The rules are changing, and Trey Ryder gets it. This is your
small practice survival kit.” Aimee E. Farr, Attorney
at Law; Waco, Texas
Earned Highest Recommendation
“Thank you for all the help. I am sold on your Education-Based Marketing
certainly earned my highest recommendation.” Michael Sherman,
Attorney at Law; Mobile, Alabama
Trey’s Suggestions Are ‘On the Money’
“Trey, The advice I find in your marketing materials is very helpful.
The suggestions you make are on the money and keep me focused on the marketing
aspect of practicing law. No doubt they make me money!” Stephen
Allen Jamieson, Partner; Solomon, Saltsman & Jamieson, PC; Los Angeles,
Trey’s Method of Education-Based Marketing
Eliminates the Need to Sell
“Trey, it’s a pleasure to recommend you to others. The marketing
materials and ideas you developed have been very effective. The Asset Protection
Guide that you prepared is a big time saver for me. For the most part, I do
not need to do any presentation on why my services are beneficial. The best
thing about the education-based approach is that it works. The education-based
materials are an effective way for me to separate myself from the crowd.”
Joe Volin; Attorney at Law; Tempe, Arizona
Lawyers Say I Have the Best Lawyer Ads They Have
“Trey, we have been running bankruptcy radio commercials on one station
for about three weeks. I am getting 5 to 8 calls per day, and 2 to 4 e-mails.
I have opened 5 or 6 new cases and we have sent out about 20 information packets.
The new clients have been very complimentary about the ad insofar as it was
informational and because it established credibility. One gentlemen drove 45
minutes to my office because of my credibility. Most of the callers are higher
income earners with more complicated cases. I have been quoting higher fees
without any negative response. In addition, two different lawyers have sought
me out to say that the ads you created were the best lawyer ads they have ever
heard.” Jonathan Ginsberg; Ginsberg Law Offices, PC; Atlanta,
First Expert Who Truly Delivers on His Promise
“Trey, Having practiced law for nearly 20 years, I’ve seen more
than a few ‘experts’ try to tell lawyers how to successfully market
their practice. Your service is the first that truly delivers on the promise.
As with most professionals, I prefer education-based “marketing”,
rather than media hype. Your newsletter has provided our firm with several valuable
tools and techniques for getting our message heard. Thanks again.” Raymond
B. Joseph, Partner; Joseph & Marees, PA; Jacksonville, Florida
One Radio Talk Show Drew Calls From 426 Prospective
“On each of these [radio talk] shows we offered to send from my office
an information packet entitled, ‘Twelve Costly Misconceptions About Wills.’
From each show we had a significant response and requests for this information.
From the Preston Westmoreland Show on August 14th, we received 63 calls requesting
this information. On the Michael Dixon Show on October 15th, we received 141
requests for this information, and on December 26th from the Pat McMahon Show
we received 426 requests for this information. I am happy to report that many
of those requesting information have subsequently called for additional information
and some have become clients of my law practice. Thank you for your assistance.”
Steven W. Allen, Lawyer; Mesa, Arizona
Trey’s Down-To-Earth, Logical Advice is Perfect
for Attorney Training
“Trey Ryder’s Marketing Tips always seem to take a different twist
on marketing. If you honestly feel like you have done everything in your power
to bring in new clients into to your firm but have not implemented Trey Ryder’s
ideas, give them a try. His down-to-earth, logical advice is easy to understand
and perfect for in-house attorney and staff marketing training.” Nancy
Hilliard Joyce, Marketing Director; Gibney, Anthony & Flaherty, LLP; New
York, New York
I Have Received 40 Positive Responses in 10 Days
“Trey, I want to thank you for your most valuable newsletter which I save
in hard copy. Recently, I followed your advice and sent out almost 500 ‘educational’
letters discussing the Internet and the dangers of credit card fraud as well
as cybersquatting. So far, in about a week and a half, I have received 40 positive
responses from clients and friends in several different countries. Not one contact
has asked to be taken off the list and several have been passing my letter around
the shop. I am sure that new client business will be produced and that old clients
will remember that they need some new work. As you recommended, I am keeping
a folder into which I drop ideas for my next letter in two months. Thanks again
from Houston!” James A. Carmody, Attorney and Arbitrator;
Trey’s Ideas are Right in Line With My Firm’s
“As a Business Development Administrator in a law firm with more than
750 attorneys in 15 international offices, I turn to a number of resources for
a quick read on professional services marketing. Trey Ryder’s weekly e-mail
newsletter, Lawyer Marketing Alert, is one of my favorites. His ideas on education
based marketing are right in line with my firm’s philosophy of putting
the client first and bringing value to the relationship beyond the handling
of a client’s legal matters. On numerous occasions I have included a hyperlink
to Trey’s newsletter in my internal business development messages to our
attorneys and many of them have asked how to get their own subscription.”
Joi F. Scardo, Business Development Administrator; Hunton &
Williams; Atlanta * Bangkok * Brussels * Charlotte * Hong Kong * Knoxville *
London * McLean Miami * New York * Norfolk * Raleigh * Richmond * Warsaw * Washington
Trey Pointed Out Simple Things We Can Do to Achieve
“I have found that Trey Ryder’s education-based marketing techniques
contain tools for success in a no nonsense, logical and easy to understand format
for busy schedules. Lawyers feel that they do not have the kind of time necessary
to market themselves. Trey Ryder has made our firm realize that if we do not
pay attention to the marketing side of business, we will not have any business
to worry about! We have implemented several of his ideas including communication
on a regular basis with all of our clients, not just when they have a legal
need. We have found that our clients have really been pleased that we are thinking
of them more than just when the bills go out. Our clients were surprised and
happy and our law firm was glad Trey Ryder pointed out the simple things we
can do that can achieve measurable results.” David M.
Smith, Partner; Pollicoff, Smith & Remels, LLP; Houston, Texas
100% Response From Seminar Attendees
“I have used Trey Ryder to help market my services for the last six months.
His suggestions regarding ways to use my knowledge and information to ‘bring’
clients to me has been extremely effective. For example, using material and
handouts at a seminar which Trey and I worked on in advance to put my best foot
forward, I received business from 100% of the attendees. Even though it was
a small group of only six people, those kind of results are as good as it gets.”
Everett Mechem, Attorney at Law; Marietta, Georgia
As a 20-Year Advertiser, I Discovered How Little
“Dear Mr. Ryder: As a high volume trial attorney with 20 years of advertising
experience, I thought I knew everything there was to know about marketing legal
services. It was not until I began reading Trey Ryder’s Lawyer Marketing
Alert that I discovered how little I really knew. Virtually every newsletter
contains at least one gem that the marketing attorney can immediately implement.
Some of the publications, such as ‘21 Secrets That Increase Response to
Print Ads’ are worth saving forever. The easiest way to waste money in
the practice of law is the undisciplined and indiscriminate use of ineffective
advertising.... Using your advertising and marketing tips prevents this from
happening.” Vincent A. Lloyd, Attorney at Law; Fort Pierce,
In 23 Years of Practice, I’ve Found No Better Discussion
of the Topic
“Trey, your e-mails have been a great help to me. I have utilized your
system of knowledge based marketing for years without fully realizing it, or
at least being able to articulate it as well as you. I rarely market my services
the way many lawyers do (joining service clubs, golf, dinners with clients,
etc.), yet I have always originated a large volume of work. In many years, the
largest volume of work in my firm. When asked how I did it, I’d oversimplify
it and simply say ‘by doing good work’. While doing good work is
certainly important, it is an incomplete answer and not very helpful to those
who desire to make a significant contribution to the origination efforts of
their firm. Your collective e-mails and your discussions of the principals of
knowledge based marketing, however, represent a more complete and substantial
discussion of the topic. I have practiced 23 years and have found none better.
Good luck to you, and keep up the good work.” Bill Hyland,
Partner; Watterson, Hyland & Klett, PA; Palm Beach Gardens, Florida
Trey’s Formula Makes Marketing Enjoyable,
Fits Our Lawyers’ Personality
“Trey’s materials, newsletters and tapes have proved invaluable
as my division has planned its marketing efforts. His knowledge and experience
have helped us avoid costly mistakes and allowed us to focus our time and effort
on procedures that are proven. His formula also fits the personality and talents
of our attorneys, which actually makes the marketing process somewhat enjoyable
and less of a mystery.” Steven P. Watten, Partner; Strasburger
& Price LLP; Dallas, Texas
Trey is the Most Creative Legal Marketing Consultant
“Trey Ryder is the most creative legal marketing consultant I’ve
dealt with in 15 years. He has helped me develop a successful and dignified
marketing plan.” Charles M. Campo, Jr; Campo Anderson,
LLP; Boston, Massachusetts
I Highly Recommend That My Colleagues Read Trey’s
“Trey, Each week, I look forward to reading your e-mails for practical
and real life professional marketing advice. I have utilized your recommendations
from developing a Web-Site to tips on billing clients. In the fast-pace City
(New York) in which I operate, I wish I had more time to thank you for each
and every e-mail I receive from you. I have highly recommended my colleagues
(who are either starting, or entrenched in, their own practices) to read your
invaluable articles.” Rob H. Moses, Attorney at Law; New
York, New York
Trey’s Advice is From the Client’s Point
of View -- The Only View That Matters
“Trey’s advice is always practical, to the point and comes at the
things from the client’s point of view --- which is ultimately the only
view that matters.” Bert M. Guy, Managing Partner; Tanner
& Guin, LLC; Tuscaloosa, Alabama
Marketing Pieces are Dignified and Effective
“Trey Ryder has gone where no one else has gone before. He has studied
the special marketing needs of attorneys, in every area of practice. His education-based
marketing is especially well tailored to the needs of attorneys, since attorneys
have only in recent years been allowed to market their services at all. The
public is not ready for the attorney as used car salesman. Trey’s approach
fits in well with traditional means by which attorneys become known, through
education. He has prepared marketing pieces and given me advice very specific
to my peculiar practice of collection law which have been dignified and effective.
Don’t use him. I do not need any more attorney competition.” Scott
Michael Alexander, Attorney at Law; Skokie, Illinois (Chicago Area)
Response to My Speaking Presentation Surprised Me
“Trey, I am an appellate lawyer. Last year I was invited to participate
in a demonstration of oral argument at a seminar sponsored by the state bar.
I was close to being overextended in my practice and the job of preparing was
going to be onerous. I remembered your advice, though, and accepted the invitation.
The payoff was doubly rewarding--enough calls afterward to surprise me and a
rich experience to boot. Now I am working on an article for The Champion, a
magazine published by the National Association of Criminal Defense Lawyers.
And working nights on it, at that. Thank you!” Michael
Gross, Attorney at Law; St. Louis, Missouri
Lawyer Advertising Must be Accurate
“Thank you for your help as an expert witness. Your strict insistence
that attorney advertising be accurate and informative was most important.”
Peter J. Cahill; Thompson, Montgomery & Cahill; Globe, Arizona
I Have Used Many of Trey’s Ideas With Excellent
“Trey, I would like to thank you for the E-mail alerts which you send
me on a regular basis. Unlike many, yours are to the point and make for easy
reading. Also sending them in free text helps. I have used many of your ideas
with excellent results. Regards.” Marvin Winthrop, Marketing
Consultant for Lawyers; London, England
Trey’s Methods are Absolutely Ethical and
“After years of working with marketing professionals on behalf of two
different law firms, Trey Ryder is at the top of my list. He emphasizes methods
that are imminently practical, and they get results. Even better, his advice
and methods are absolutely ethical and dignified. I recommend him to any attorney
who wants to build a dynamic legal practice.” James E.
Wren; Williams, Squires & Wren, LLP; Waco, Texas
We Posted Trey’s Articles on Our Internet
Portal for Lawyers
“Trey: In Europe, lawyers traditionally do not do any kind of marketing.
Until recently, publicity was forbidden in the countries where we work, Spain
and Belgium. Then, when we realized we need to make a strong effort in marketing,
we didn’t find concrete information about ‘how to’ do it,
especially in the law sector. We started to broaden our knowledge about marketing
for lawyers from reading your articles. This is specially true as we selected
some of them to put in our web page, at www.euaffairs.com, our Portal and Magazine
for lawyers and accountants with interest in the European Union. Thanks for
all your help.” Salvador Trinxet; JPA International Affairs
Consultancy; Brussels, Belgium
Education Lends Credence and Respectability to My
“Trey, I always try to educate my clients, not sell them my services.
Once they are educated, they know they need my services. But, my marketing message
is directed at educating and helping the public, so it lends credence and respectability
to my practice.” Edward Adamsky, Adamsky Law Offices;
Tyngsboro, Massachusetts and Pelham, New Hampshire
Trey Demonstrates Common Sense and Insight
“Over the months I have been receiving Trey’s marketing alert, there
have been endless ideas I have been able to utilize. Although I am a marketing
professional ‘down under’ in New Zealand, the common sense and insight
Trey demonstrates have been perfectly applicable.” Elspeth
Mowatt, Law Firm Marketing Consultant; Auckland, New Zealand
Trey’s Advice is Down to Earth, Concise and Valuable
-- Better Yet, It Works!
“Trey, I not only enjoy receiving my Lawyer Marketing Alert, I have come
to rely on it! There is never something in the 'Alert' I cannot, or should not,
be using to make my practice better and more profitable. The advice is down
to earth, concise and valuable...better yet, it works! Thank you for providing
such a valuable resource.” Mick McGuire, Attorney at Law;
Long Beach, California
I Recommend Trey Without Reservation
“Trey’s strategies and methods are appropriate and well targeted
toward the needs of attorneys while being greatly respectful of clients. I recommend
Trey without reservation for his expertise in marketing.”
David L. Forsyth, LL.M; Mesa, Arizona
As Trey Suggested, I Raised My Fees and Business
is Falling Off of My Desk
“Trey, To promote by educating is slick. It’s fun. It’s direct.
I write it once, and it continues to produce results over and over. It’s
a bonus that adds value to the legal services I deliver, and is endlessly appreciated
by my clients (and wanna-be clients). I’ve learned a great deal from your
e-newsletters. Here’s an example: Right around the beginning of the year,
you sent an e-newsletter recommending not to cut legal fees as a means of promotion,
and advising that sometimes clients use the size of the fee as a short-hand
way of determining the caliber of the attorney. I immediately raised my fees.
No one cared. Business is falling off of my desk. Thanks!” Cynthia
Hale; Cynthia Hale, PC; Salt Lake City, Utah
Education-Based Marketing Changes Potential Clients
to Paying Clients
“The message that we should use education-based marketing has been very
helpful for me. I find that when I take the time on the phone or in the office
to explain a particular area of law and to provide answers to potential clients,
they change from potential clients to paying clients. Even when you have to
tell them something they would prefer not to hear, they appreciate the candor
and remember the service you provided. I have often heard an individual call
me and say, ‘Thank you, you are the first attorney I called who took the
time to explain this to me.’” Jonathan Friedman;
Friedman Associates, PA; Freehold, New Jersey
Gaining Knowledge and New Clients at the Same Time
“The analysis paralysis-breaker !!! After reviewing your material and
listening to your cassettes, I gained enough confidence to launch a series of
seminars on my favorite subject : business divorce (splitting of partnership).
I’m still learning on the art of holding such events, but at last, I am
gaining practical knowledge and experience, and gaining new clients in the process.
Thank you.” Luc Audet, avocat; Mercier Leduc senc; Montréal,
When I Follow Trey’s Suggestions, I Am Always
“I look forward to Trey Ryder’s marketing tips which are e-mailed
to me and are always timely and relevant. Whenever I follow through on one of
his suggestions, I am always rewarded. The best marketing tip I can give anyone
is that they follow through on as many of his tips as they can.”
William J. Pinilis, Esq; Morristown, New Jersey
Many of Trey’s Ideas Have Been Instantly Profitable
“I run a boutique (2 lawyers, 2 paralegals) firm with two offices, concentrated
in estate and financial planning as well as business law and litigation. Our
team routinely circulates Trey’s weekly marketing e-newsletter and highlights
ideas that we think we can use. Many of his ideas have been instantly profitable
for us. All of Trey’s ideas have fit with our goal of maintaining the
small-town charm and decorum of a firm that started over fifty years ago while
helping us to 'get with it' as far as professional marketing is concerned. It’s
not enough to just 'hang out your shingle', as my father used to say when he
started practicing law, yet Trey has helped us to maintain our Old Guard dignity
and integrity in our marketing efforts.” Kevin F. Danyi,
JD, CLU, President; Danyi Law Offices, PC; Lehigh Valley and Wayne, Pennsylvania
Trey’s Marketing Strategies are Right on the
“I find Trey Ryder’s marketing strategies to be right on the mark.
His approach to marketing, especially in the legal arena, is straightforward
and helps to put prospective clients at ease.” Ed Ewald,
Attorney at Law; Dold, Spath & McKelvie, PC; Troy, Michigan
You’re Invited to Call!
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