Aug. 10, 2020

Building Your Business Step-By-Step with Paul Samakow

Building Your Business Step-By-Step with Paul Samakow
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Season 2

In this episode, host Eric Dickmann interviews Paul Samakow. Paul, an attorney in Virginia and Maryland, never worked in a law firm. Rather he started his own practice 40 years ago and built it into a multi-million dollar business with seven offices around the region.

Paul describes himself as a marketing junkie and claims to have devoured virtually every book on sales, marketing, and the psychology of persuasion. He now has hundreds of business clients and teaches them simple steps to grow their business with the goal of increasing revenue while working considerably less.

He is the author of 5 books including, "Step-by-Step, Achieve Small Business Success"

samakowlaw.com
http://stepbystepbook.biz
We discuss understanding your ideal client, learning how to use a niche to grow your business, the power of evergreen content, common mistakes businesses make with the law, and the importance of visibility for growing your brand.

Listener Offer: 30-minute consultation:
https://www.samakowlaw.com/attorneys/paul-samakow/

Eric Dickmann can be found on Twitter @EDickmann and LinkedIn at https://www.linkedin.com/in/edickmann and my website https://ericdickmann.com

Paul Samakow can found online at samakowlaw.com, on Twitter @PaulSamakow

If you'd like to contact us with feedback or guest inquiries, please visit: https://fiveechelon.com/the-virtual-cmo-podcast/

For more information about Virtual CMO strategic marketing consulting services, visit The Five Echelon Group at https://fiveechelon.com

Episode #19

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WEBVTT

00:00:08.833 --> 00:00:12.839
Welcome to season two of The Virtual CMO podcast.

00:00:13.048 --> 00:00:16.768
I'm your host, Eric Dickmann, founder of The Five Echelon Group.

00:00:17.158 --> 00:00:27.388
Our goal is to share strategies, tools, and tactics with fellow marketing professionals that you can use to impact the trajectory of your company's marketing programs.

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We have candid conversations about what works, and what doesn't, with marketing tactics, customer experience, design and automation tools.

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Our goal is to provide value each week with a roster of thoughtful and informative guests engaged in a lively conversation.

00:00:45.734 --> 00:00:52.514
So with that, let's introduce this week's guest and dive into another conversation with The Virtual CMO.

00:00:53.478 --> 00:00:56.807
Today, I'm excited to welcome Paul Samakow to the podcast.

00:00:57.078 --> 00:01:00.917
Paul, an attorney in Virginia and Maryland never worked in a law firm.

00:01:01.128 --> 00:01:01.487
Rather.

00:01:01.487 --> 00:01:09.347
He started his own practice 40 years ago, and his built it into a multimillion dollar practice with seven offices around the region.

00:01:09.737 --> 00:01:18.108
Paul describes himself as a marketing junkie and claims to have devoured virtually every book on sales and marketing and the psychology of persuasion.

00:01:18.558 --> 00:01:26.867
Paul has hundreds of business clients and teaches them simple steps to grow their business with the goal of increasing revenue while working considerably less.

00:01:27.048 --> 00:01:32.147
He's the author of five books, including Step-By-Step Achieve Small Business Success.

00:01:32.388 --> 00:01:35.028
And we'll be talking about that book more on today's show.

00:01:35.147 --> 00:01:39.768
I really enjoyed this conversation with Paul and I think you will get a lot out of it as well.

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So please help me welcome Paul to the podcast.

00:01:43.155 --> 00:01:45.674
Paul welcome to the virtual CMO podcast.

00:01:45.704 --> 00:01:47.534
I'm so glad you could join us here today.

00:01:48.435 --> 00:01:49.515
Absolute pleasure.

00:01:49.515 --> 00:01:52.614
Thank you for honoring me with having me and let me.

00:01:52.915 --> 00:01:55.765
Ah, take up a half hour of your time, sir.

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Absolutely.

00:01:57.114 --> 00:01:59.965
So I know you have a love of photography.

00:02:00.265 --> 00:02:01.704
It's a passion of yours.

00:02:01.984 --> 00:02:08.764
But you also were able at a young age to turn that passion into one of your first entrepreneurial adventures, right?

00:02:08.835 --> 00:02:10.215
You created a business out of that.

00:02:10.215 --> 00:02:11.625
Tell us a little bit about that.

00:02:12.034 --> 00:02:12.574
Sure.

00:02:12.574 --> 00:02:15.485
I was in high school and learning how to take pictures.

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And I always had a mind to what can I do to make a little money to help mom and dad?

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Cause if I asked for something and you know, I saw a grimace on their face, they would get it.

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And I didn't like the grimmest.

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So I said, okay, I'll become someone who can make money.

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So, you know, you did all the little kid things mowed lawns, you shoveled snow.

00:02:32.705 --> 00:02:35.764
Then I had a camera in my hand and I noticed two important things.

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The first I had nothing to do with money, but it's like, wow, look at all the girls who were coming around.

00:02:41.164 --> 00:02:42.235
So, What I did.

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We, we had swim teams in our community, in our area.

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And we would, I would go to the various swim teams and talk to the coach.

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And these were very competitive little kids, you know, 80, 90, a hundred teams in our area in Maryland.

00:02:56.534 --> 00:03:00.284
And each team would have 50 to 120 kids.

00:03:00.794 --> 00:03:12.895
So we get there super duper early before practice on a Saturday morning when the sun came up, we get all the kids lined up, take a picture, reproduce it, sell it back to the families who wanted the picture of the group of those swim kids.

00:03:12.925 --> 00:03:15.735
And the coach collected the money and distributed the pictures.

00:03:15.735 --> 00:03:21.615
And I gave him a big 16 by 20 for the, you know, the wall in the coach's office and everybody was happy.

00:03:21.615 --> 00:03:21.794
And.

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You know, by the time I was in my third or fourth year of doing that, I was not only doing all the teams in Maryland that I can find I was doing all of them in Virginia.

00:03:29.235 --> 00:03:32.664
So, I was actually Pretty well funded little kid in high school.

00:03:33.085 --> 00:03:39.514
I love those entrepreneurs stories where you have a passion, you have something that you really enjoy doing.

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And then you see an opening.

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You see a space where you could actually turn that passion into a money making endeavor and what a great lesson at a young age.

00:03:49.055 --> 00:03:49.444
Right.

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It was, and I'll share just the number one memory from that entire time in my teens.

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And it was some woman who.

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You know, got the photo and was very, very upset that in the photo, it was very clear that her son was picking his nose.

00:04:04.865 --> 00:04:05.465
Oh, no.

00:04:05.764 --> 00:04:06.514
I'll never forget.

00:04:06.544 --> 00:04:07.865
It's like, lady, what are you?

00:04:07.925 --> 00:04:10.865
I can't watch 80 kids and see what they're doing before I snap.

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It's like, I'm sorry.

00:04:12.254 --> 00:04:13.155
you want your money back?

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I mean, what do you, what do you want?

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It's like, I'll never forget that, you know, there's a lot of things, more important in my life, but I forgotten, but that one just stuck out.

00:04:21.495 --> 00:04:24.855
And I'm sure these are the days of film and dark rooms and all that.

00:04:24.954 --> 00:04:28.975
Not the days of digital photography, where we can take a hundred pictures at a time.

00:04:29.334 --> 00:04:31.615
Oh, yeah, I was using Nikon cameras back then.

00:04:31.615 --> 00:04:33.894
I still use Nikon's, but it's all digital, of course.

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That's a great story.

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We skipped forward a little bit.

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You graduate from law school and I thought it was interesting in your story that instead of going to work with somebody, as you put it, you decided to start a, hang up your own shingle and start your own business, right from the beginning.

00:04:48.944 --> 00:04:52.305
What drove you to do that as opposed to going to work for someone else?

00:04:54.105 --> 00:04:55.574
I didn't like being told what to do.

00:04:55.785 --> 00:04:55.935
Okay.

00:04:55.964 --> 00:04:56.564
Fair enough.

00:04:57.134 --> 00:05:02.774
And I passed the bar examination in Virginia and Virginia sent me there's life certificate with it.

00:05:03.194 --> 00:05:05.415
Implicitly okay; you're a lawyer.

00:05:06.555 --> 00:05:07.694
I said, all right, let's try it.

00:05:07.745 --> 00:05:14.194
I mean the worst thing that can happen because I was doing well financially with my photography business all the way through law school.

00:05:14.194 --> 00:05:21.125
And I had, you know, a lot more money than a lot of other people that might be starting out as we're going to practice of law with no clients.

00:05:21.514 --> 00:05:31.055
So I could afford to take chances and I wanted to do my own thing and I did everything under the sun where a client would pay me.

00:05:31.694 --> 00:05:32.625
I did bankruptcies.

00:05:32.625 --> 00:05:34.004
I did court incorporations.

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I did the taxes.

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I did divorces.

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I did criminal work.

00:05:38.384 --> 00:05:40.425
I did personal injury work.

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I did, you know anything that somebody would pay me for it.

00:05:43.334 --> 00:05:44.834
Well, do you have experience with this mr.

00:05:44.834 --> 00:05:45.404
Sam account?

00:05:45.644 --> 00:05:47.084
Oh, absolutely.

00:05:47.475 --> 00:05:53.324
And then I would run back and figure out what to do or call five or six or seven other attorneys that I knew and asked them what to do.

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But I always delivered for the clients.

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I don't think I ever made mistakes or overcharged and my first 10, 15 years that in any way, was it appropriate for the clients because of the representation or the delivery of the results.

00:06:07.644 --> 00:06:13.074
And I certainly didn't charge too much, but it grew and, I've developed a real nice practice.

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Now at the October one will be 40 years that I've been an attorney.

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That's amazing.

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And especially when you think about it, because a business like being an attorney is really based on reputation.

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You need to sort of get your name out there.

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You need to have awareness as people are going through, Google nowadays, but in the old days, right, a phone book or whatever, they, they would look for a name that they knew.

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I see so many advertisements here in town billboards, whatnot with different attorneys names on them.

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So that

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Does the name?

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Morgan and Morgan mean anything to

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you?

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Absolutely.

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So we're here in Orlando, Florida.

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That's a big name down here in Florida.

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One of the strategies that I thought was so interesting, Was that you actually saw an opportunity in the Hispanic market to develop a business.

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It was a market that really wasn't being served.

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And you had an opportunity to build your practice by serving that particular market, adding value there.

00:07:06.564 --> 00:07:10.555
Talk to me a little bit about that and how you use that opportunity to really grow your firm.

00:07:11.064 --> 00:07:18.454
Well that's actually that, that is the secret sauce to my success, to the extent I can say that I'm successful.

00:07:18.975 --> 00:07:19.574
yes.

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In junior high school or now they call it middle school.

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I guess I took three years of Spanish class.

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never forget mrs.

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Ward.

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And, you know, when you walked in the door, you were not allowed to speak English.

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And so fast forward to, my beginning of my life as an attorney and it was a good five or six years before I really narrowed down.

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My practice to trying to help people who have been hurt, you know, most of the time it was car accidents or you fall down and you get hurt because someone didn't sweep the floor or on the floor was wet or the landlord didn't clear the parking lot and it was ice.

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You know, what's what have you various different?

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Injury type of claims.

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And very quickly, I recognized that I didn't have the money to compete with lawyers who are looking to attract clients from the English speaking community.

00:08:07.725 --> 00:08:09.615
And I thought, wait a minute, I speak Spanish.

00:08:09.644 --> 00:08:11.084
I mean, not fluently, but enough.

00:08:11.144 --> 00:08:16.665
I mean, I can say some words and,be understood a little bit and mostly understand what they're saying.

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If they don't talk too quickly.

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Right.

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But, you know, it grew.

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So quickly, so exponentially because nobody, no lawyer in this area was talking to them.

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I was first in a newspaper and then I was on the radio and within six months I was on TV.

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And it was more of a challenge.

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To hire people to help me because I needed those people than it was dealing with the cases.

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I mean, I was getting in my office at 7:00 AM and not leaving until 1130, 12 o'clock at night.

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Working on the cases by myself.

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And I recognize that this isn't going to be the way that this is going to work I got to get it.

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So,somebody in here to do the work.

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So, that's part of, of every business person's growth is leverage.

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And, you know, delegating.

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So I did that and now I'm a happy camper and I will tell anybody that wants to listen.

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I have a love affair with the.

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DC area, Virginia, Maryland areas, Hispanic community.

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I do lots of things that are pro bono, lots of things to help.

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And they call me for everything.

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It's not just accidents and injury cases.

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I get people with all measure of issues and concerns that any person would have, because I've become a resource and I'll take my time and talk to them and give them my opinion or try and find somebody who can help them.

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what I believe is that if you're in a service business, You should not have your feet on the desk and you get in at nine Oh five and you leave at four 55, you have to be connected to people in the success of any business.

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As I know, you know, his relationships.

00:10:02.745 --> 00:10:05.985
And let me just go off on a little tangent because.

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Now, I've looked at you a lot and your website and your history, and I'm going to tell you something you are phenomenal.

00:10:13.705 --> 00:10:14.455
Oh, thank you.

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Give yourself and have all of your listeners give you a real standing ovation because of what you've done, as a person in our community who is helping others.

00:10:25.914 --> 00:10:26.934
I really appreciate that.

00:10:26.965 --> 00:10:27.705
Thank you very much.

00:10:27.705 --> 00:10:30.384
You deservce some extraordinary accolades.

00:10:30.975 --> 00:10:34.725
but,again, I mean, back to my story quickly, Yeah.

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So I've got a very large contingent, Hispanic population client base, and I represent lots of other people too.

00:10:40.664 --> 00:10:46.575
I think what's so interesting about that is that going back to your photography story is you had a passion.

00:10:46.575 --> 00:10:47.774
You had an interest.

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But you saw where there was an opportunity to take that.

00:10:51.434 --> 00:10:54.434
There were some runway to be able to make a business out of it.

00:10:54.764 --> 00:10:58.365
And now as a lawyer, you're practicing in a crowded field, right?

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There are lots of lawyers out there offering their services, but you've found an underserved market.

00:11:03.825 --> 00:11:07.815
And you said, this is something that I can go into and add value.

00:11:08.085 --> 00:11:09.825
And I think so many business owners.

00:11:10.424 --> 00:11:22.095
Whether they're selling a product or service that plow ahead without really understanding whether there's room for them, whether they're kind of just like a snowplow pushing against all that weight.

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Instead of looking off to the side and saying, well, where is an area where I could excel?

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Where is an area that's underserved, or there's a niche for my product or service that I could really dominate?

00:11:34.605 --> 00:11:38.715
And it sounds like that's exactly the mindset that you've had throughout your career.

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And it's paid dividends.

00:11:41.144 --> 00:11:44.024
It has, and you're, you're so spot on with that.

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I would never encourage somebody to start creating a tennis shoe or sneaker and try and go into the world and sell it.

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I mean, it's like, you know, you're facing Nike and Adidas and I mean, it's like, okay, fine.

00:11:53.684 --> 00:11:55.544
Maybe you can sell 20 fairs here and there.

00:11:55.544 --> 00:12:00.225
And now, and again in your local sporting goods store, but you're never going to scale.

00:12:00.855 --> 00:12:07.095
I mean, and what's going to happen the next time I turn on shark tank, there'll be a guy with a new sneaker and he'll become the next multi-billionaire.

00:12:07.575 --> 00:12:07.784
Right.

00:12:07.815 --> 00:12:08.774
So what do I know?

00:12:08.955 --> 00:12:11.985
Well, sometimes somebody finds a specific niche, right.

00:12:11.985 --> 00:12:16.065
And is able to take that commodity product and do something totally original with it.

00:12:16.065 --> 00:12:16.855
And bam, it's a hit.

00:12:16.904 --> 00:12:17.754
Right, right.

00:12:17.815 --> 00:12:23.125
So anyway, I mean, what ended up happening, Eric, you know, from my law practice runs.

00:12:23.664 --> 00:12:26.154
You know, the expression, like a fine oiled machine.

00:12:26.754 --> 00:12:31.345
And I have segwayed in the last half, a dozen, maybe 10 years too.

00:12:32.034 --> 00:12:40.345
Becoming a consultant for small business people and giving them knowledge and giving them information and advice and tips and guiding them and watching.

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As they grow their businesses and that's been just an absolute delight because I can pick and choose.

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You know who I want to be clients and, in the process, I think you have the book that I wrote.

00:12:50.965 --> 00:12:52.794
So I think you've seen that.

00:12:52.825 --> 00:13:02.904
And I've used that as,an introduction to who I am and what I've been able to do, you know, in that, in that field as a consultant,I'm not looking to become the next Jay Abraham.

00:13:03.235 --> 00:13:11.125
But, you know, or, or Dan Kennedy, I mean I've read all of them and I've subscribed to all their newsletters and I get email blasts from them and their blogs.

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I mean, so I'm a.

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I'd never sell it.

00:13:13.705 --> 00:13:18.205
Tell anybody I'm a marketing guru, but I am a marketing junkie.

00:13:18.565 --> 00:13:23.455
I love the whole world of new and innovative ideas.

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And,it's just a, and I'm learning so many different things every day by reading a new book or reading a new blog.

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And it's exciting.

00:13:31.424 --> 00:13:32.115
And you can take.

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All of these things that you read and figure out how you can use it, how.

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Then as you learn, how can you apply it to what you're doing?

00:13:42.164 --> 00:13:47.065
And so I've had a, I've had a nice group of people that I've worked with over the years.

00:13:47.065 --> 00:13:48.774
And so it's, it's a fun thing for me.

00:13:50.115 --> 00:13:55.125
Marketing is the engine that drives demand, but too often it takes a back seat to other priorities.

00:13:55.485 --> 00:13:59.206
Awareness, fails to materialize demand drops in sales falter.

00:13:59.625 --> 00:14:04.035
Don't wait until it's too late to build your brand awareness and demand generation programs.

00:14:04.441 --> 00:14:16.020
If your company is struggling with their marketing strategy, we want to help let's schedule a call to talk about your unique situation and what options might be available to get your marketing program back on track.

00:14:16.291 --> 00:14:27.571
To learn more text C M O two(407) 374-3670 that's C M ho two four zero seven.

00:14:27.961 --> 00:14:30.750
Three seven four three six seven zero.

00:14:30.961 --> 00:14:32.910
And we'll reply with further details.

00:14:33.061 --> 00:14:34.321
We hope to hear from you soon.

00:14:36.008 --> 00:14:45.668
I want to take a step back and just acknowledge that that you've written five books, including the one that we're talking about here, which is Step-By-Step Achieve Small Business Success.

00:14:45.908 --> 00:14:48.697
And I have to tell you, Paul, I really enjoyed this book.

00:14:48.697 --> 00:14:50.467
This is sort of a one stop shop.

00:14:50.467 --> 00:14:55.837
If you are a small business owner, if you're starting out in business, this really lays it out from A to Z.

00:14:55.837 --> 00:15:01.238
I thought it was very thoughtfully written, very practical step-by-step I love the format of it.

00:15:01.477 --> 00:15:04.898
And I can tell that you're a marketing junkie as well.

00:15:05.048 --> 00:15:12.908
In fact, one of the stories that I loved from your book was when you were looking to get the word out about your practice.

00:15:13.207 --> 00:15:20.687
And you came up with that distribution deal to have a book left in supermarkets and things tell the story.

00:15:21.437 --> 00:15:21.947
Sure.

00:15:22.028 --> 00:15:30.618
it begins when my wife and my daughters went to, one of those Caribbean Island resorts for a week, a girl's vacation.

00:15:31.187 --> 00:15:34.697
And you can imagine, you know, my feigned tears.

00:15:34.788 --> 00:15:36.107
Oh, I can't call them.

00:15:36.498 --> 00:15:37.217
Ooh.

00:15:37.638 --> 00:15:40.548
And when they left, I have a nice time.

00:15:41.148 --> 00:15:42.918
And then it hit me like, okay, what am I going to do?

00:15:43.398 --> 00:15:48.557
I wrote a book and it's a marketing tool for my law practice, but it's extraordinarily informative.

00:15:48.557 --> 00:15:50.207
It's called the eight critical things.

00:15:50.717 --> 00:15:53.148
Your auto accident lawyer, won't tell you.

00:15:54.077 --> 00:15:57.408
And so the marketing play there is the psychology.

00:15:57.408 --> 00:15:59.778
Well, everybody wants to know what they won't tell you.

00:16:00.498 --> 00:16:01.788
And I even went a step further.

00:16:01.788 --> 00:16:05.597
I put a photograph of a man's hand on a Bible.

00:16:06.378 --> 00:16:10.878
So the inferences that this is the truth, this is the gospel.

00:16:11.567 --> 00:16:15.707
And I give a lot of good information about what a lot of personal injury lawyers, auto accident orders.

00:16:15.738 --> 00:16:17.898
Won't tell you when I explain why.

00:16:18.378 --> 00:16:26.118
And I give information in the book about things you need to know before, during, and after the accident happens auto insurance let's get good insurance coverage.

00:16:26.837 --> 00:16:28.248
Anyway, now I got the book.

00:16:28.758 --> 00:16:29.717
Self published it.

00:16:30.827 --> 00:16:31.727
What am I going to do with it?

00:16:32.248 --> 00:16:33.388
,like who's going to read this word.

00:16:34.138 --> 00:16:38.067
So I went to a couple of drug stores and I saw they had this little metal rack.

00:16:38.067 --> 00:16:38.217
Right.

00:16:38.847 --> 00:16:39.538
Entrance.

00:16:39.957 --> 00:16:43.618
And in those racks, there was a book called the apartment shopper's guide.

00:16:44.488 --> 00:16:47.548
And so I went to the manager and I said, Hey, can I put my books in there.

00:16:47.638 --> 00:16:49.258
No, that's not our property.

00:16:49.857 --> 00:16:50.427
Oh, okay.

00:16:50.427 --> 00:16:51.447
Well, whose property is it?

00:16:51.477 --> 00:16:57.868
And eventually after asking for different managers of four different drug stores, and one of them was a grocery store thing.

00:16:58.168 --> 00:17:01.347
Finally somebody said, okay, there's a group called distribute tech.

00:17:02.158 --> 00:17:03.118
And I said, okay, fine.

00:17:03.148 --> 00:17:07.557
Whose DistribuTECH and lo and behold, they were about two miles from my office.

00:17:07.768 --> 00:17:09.508
Oh, my God, this is hysterical.

00:17:09.807 --> 00:17:11.218
So they buy the racks.

00:17:11.367 --> 00:17:22.887
They put them in, they had like 670 something stores around what we call the beltway here in the Maryland DC, Virginia area, all measure of stores and grocery stores.

00:17:22.978 --> 00:17:28.887
And supermarkets and drugstores, even back then the video rental stores.

00:17:29.307 --> 00:17:33.508
They have these racks with the apartment shopper's guide, which was their book.

00:17:34.587 --> 00:17:35.307
And it's free.

00:17:35.938 --> 00:17:37.377
So I called him up and made a deal.

00:17:37.798 --> 00:17:40.198
I chose 108 locations.

00:17:40.738 --> 00:17:45.807
And they picked up the books, put them on the trucks, the drivers took them around.

00:17:46.407 --> 00:17:52.048
And in the course of less than a year, Over 100,000 books.

00:17:52.528 --> 00:17:59.667
Were picked up from those different locations and the success of the book is simply that number one, nobody ever throws away a book.

00:18:00.357 --> 00:18:05.127
And number two, I had what I called fourth generation owners.

00:18:05.337 --> 00:18:08.518
So Fred would give it to Sally who had given to Bruce who would give it to Steve.

00:18:08.518 --> 00:18:09.327
And Steve came in.

00:18:09.357 --> 00:18:10.438
I said, Oh, you have my book.

00:18:10.647 --> 00:18:11.278
Where'd you get it?

00:18:11.367 --> 00:18:13.077
Oh, well, you know, and he'd go backwards.

00:18:13.617 --> 00:18:16.317
From the person who actually picked it up off one of the racks.

00:18:16.948 --> 00:18:17.877
Then it dawned on me.

00:18:17.877 --> 00:18:19.397
Hey,wait a minute.

00:18:19.577 --> 00:18:22.488
Why should you have to do anything other than click and download?

00:18:22.518 --> 00:18:24.317
And so now it's a PDF on my website.

00:18:25.518 --> 00:18:39.738
That's so interesting because you're talking about putting information where your buyer is located and having a piece of hard copy collateral, which is something that we don't think even about that much these days, right.

00:18:39.768 --> 00:18:42.258
People don't do as many mailings and that sort of thing.

00:18:42.768 --> 00:18:47.637
But you talked about having a fourth generation person using that same peace of content.

00:18:47.637 --> 00:18:51.567
That's a lot of mileage out of a simple marketing piece, right?

00:18:52.167 --> 00:18:52.438
Yeah.

00:18:52.468 --> 00:18:56.837
I mean, so it was, it was, the best marketing investment I've ever made.

00:18:57.458 --> 00:19:04.208
I am, I mean, the book I updated the book, I wrote it in 09 and I updated it in 2014.

00:19:04.807 --> 00:19:07.657
And I'm still getting clients from the 09.

00:19:08.107 --> 00:19:09.307
11 years later.

00:19:09.758 --> 00:19:17.488
And I'm getting a lot of clients from the 14 edition and, It's rewarding, you know, I mean, the book has value it.

00:19:17.488 --> 00:19:19.917
Isn't just, if you've been hurt, call me.

00:19:19.938 --> 00:19:28.428
So would you say with all the marketing that you've done over the years, that that was your most successful campaign or are there other campaigns that you would rank up there as well?

00:19:29.627 --> 00:19:38.327
Well, I absolutely acknowledge that I have been on television, mostly in the Hispanic community on what they call the Telemundo or.

00:19:38.567 --> 00:19:41.807
Luna Visio on Univision as the American pronunciation.

00:19:42.357 --> 00:19:45.567
networks and I run television commercials.

00:19:46.048 --> 00:19:52.107
But I run them differently than 99% of all the attorneys in the country.

00:19:52.617 --> 00:19:53.847
Most lawyer ads.

00:19:53.847 --> 00:19:58.317
If you see them take on what I call the Mimi ne framework.

00:19:58.827 --> 00:19:59.667
I care.

00:20:00.028 --> 00:20:01.258
I work hard.

00:20:01.617 --> 00:20:08.548
I'm aggressive in the last four years I got blah-blah-blah verdicts of 60 million quadrillion dollars.

00:20:08.577 --> 00:20:09.508
Me, me, me, me, me.

00:20:10.617 --> 00:20:14.067
And the community watching those commercials are choice.

00:20:15.028 --> 00:20:15.867
Because they got hurt.

00:20:15.867 --> 00:20:16.917
They got to call somebody.

00:20:17.397 --> 00:20:20.847
I mean, those commercials take out the name and the phone number and they're all the same.

00:20:22.377 --> 00:20:26.248
I run commercials, which are informative and valuable.

00:20:26.248 --> 00:20:29.728
I run commercials explaining to people, different things.

00:20:29.728 --> 00:20:40.008
They need to know one commercial that I got a lot of play with was, Literally, they were filming me, showing how to put the child safety seat properly in the backseat of the car.

00:20:40.577 --> 00:20:45.288
Because if it's not properly put in and there's a rear end or a side impact collision.

00:20:45.827 --> 00:20:48.798
That little baby could be very seriously hurt.

00:20:49.307 --> 00:20:50.087
So I run.

00:20:51.258 --> 00:20:56.327
It's not public service announcements, but they approach public service announcements.

00:20:56.508 --> 00:20:59.488
And I never say,I want you as a client.

00:20:59.488 --> 00:21:00.597
Me, me, me, I don't do that.

00:21:00.597 --> 00:21:01.048
I.

00:21:01.978 --> 00:21:06.178
I believe that, you know, and I think this ring true to anybody that hears me say this.

00:21:06.837 --> 00:21:15.597
When, when you tell someone about yourself, It falls on deaf ears a little bit, maybe a lot, depending upon how braggy you are.

00:21:16.468 --> 00:21:22.768
But if you don't say anything about yourself and you just allow others to see what you are and who you are.

00:21:23.038 --> 00:21:25.407
So there's a difference between telling and showing.

00:21:26.097 --> 00:21:34.688
And I'm showing, I'm showing the community that,I'm concerned about their safety and wellbeing, and I've done all measure of different commercials that are in that genre.

00:21:35.228 --> 00:21:38.617
And at the very end and I always say something like.

00:21:39.637 --> 00:21:44.857
And if you do get hurt, I'd be honored to have you call and see what we can do to help you.

00:21:45.428 --> 00:21:46.657
I mean just very low key.

00:21:46.657 --> 00:21:52.498
So it's not in your face, you know, sometimes you see these, auto accident lawyers on the top of a truck.

00:21:53.008 --> 00:21:57.137
Or if you go out West, they're shooting guns and, you know, they, They're hysterical.

00:21:57.167 --> 00:22:02.788
Some of them are funny when people will remember, and that's what you need, you know, and we act on memory,this.

00:22:03.567 --> 00:22:05.637
you're, you're in your refrigerator and UCO.

00:22:05.637 --> 00:22:06.327
I need butter.

00:22:06.387 --> 00:22:07.228
That's point a.

00:22:07.798 --> 00:22:11.367
Now what are you going to do to remember that when you get to the grocery store, which is point B.

00:22:11.907 --> 00:22:18.117
Well, for me, point a is a TV commercial point B could be three or four or five or six months later when they get into an accident.

00:22:18.748 --> 00:22:25.948
So, what are you going to do to make that memory forefront that they remember me and not, you know, some other attorney and that's.

00:22:26.317 --> 00:22:30.407
that's part of the psychology of understanding what motivates people to act.

00:22:30.887 --> 00:22:34.127
And I've studied that and I've been moderately, somewhat, maybe even.

00:22:34.688 --> 00:22:37.298
it's extraordinarily, in some instances successful.

00:22:37.837 --> 00:22:39.607
So a long winded answer to your question.

00:22:40.057 --> 00:22:41.768
A long winded answer to your question, right?

00:22:41.847 --> 00:22:48.087
my TV campaigns are the best thing that I've ever done marketing, but the single thing that I've done best is that book.

00:22:49.248 --> 00:23:13.048
A lot of what you're saying is about adding value to, and I know you talked in the book about lifetime value of your clients and being able to get them coming back, not just for all a one stop service, but to get them coming back at family members coming back What are some of the things that you focus in on the consulting side of the business, when you actually help them with their businesses?

00:23:13.498 --> 00:23:14.067
Well, thanks.

00:23:14.097 --> 00:23:16.367
I that's,that's, that's my pride and joy.

00:23:16.428 --> 00:23:20.928
My, my real love these days besides, you know, my law practice, but I have time to do it.

00:23:20.928 --> 00:23:21.317
I'm.

00:23:21.617 --> 00:23:22.968
Going to be 65.

00:23:23.458 --> 00:23:25.738
my children are married and that of the house.

00:23:25.738 --> 00:23:29.978
And,we're in contact with them constantly, but I don't have the, the demands of a.

00:23:31.208 --> 00:23:37.837
20 or 30 year old father or husband, you know, so I have lots of time and I've taken up, as I said,it's been.

00:23:38.468 --> 00:23:39.907
Maybe half a dozen years now.

00:23:40.327 --> 00:23:42.188
Consulting for small business people.

00:23:42.698 --> 00:23:49.337
And the book, was my first generation thinking and I got a lot of clients and helped a lot of clients with the principles in that book.

00:23:50.178 --> 00:23:53.208
But I've recently evolved and I'm doing something even more.

00:23:53.718 --> 00:23:58.127
And what I'm doing now is helping people learn how to speak.

00:23:59.178 --> 00:24:02.238
And it's not just the conversation that we're having here.

00:24:02.238 --> 00:24:03.798
It's in public.

00:24:04.548 --> 00:24:09.317
And you know, that adage, most people would say they'd rather die than speak in front of a group of people.

00:24:09.498 --> 00:24:10.397
Public speaking.

00:24:10.518 --> 00:24:11.627
It's horrible.

00:24:12.057 --> 00:24:36.478
There's a fear, but I'm able, I've never had someone that I wasn't able to get over that hurdle very quickly, because while there are things that you want to think about in your presentation, it's really just like me sitting down with you on the couch and talking and telling you my story and telling you how you present, what it is that you're going to do to add value to people who potentially might want you to be their consultant.

00:24:37.048 --> 00:24:39.758
And this as, as a good marketer.

00:24:40.387 --> 00:24:41.917
the expression facts.

00:24:42.008 --> 00:24:42.607
Tell.

00:24:43.538 --> 00:24:45.127
And stories sell.

00:24:45.698 --> 00:24:53.048
So I tell lots of stories and get to the punchline very quickly that I am an individual who can take your business to the next level.

00:24:53.678 --> 00:24:56.438
And the way that I'm trying to get clients now to do it.

00:24:56.438 --> 00:25:00.548
And they're working with me is getting them in front of groups.

00:25:01.178 --> 00:25:01.928
Getting them.

00:25:02.377 --> 00:25:03.337
You know, an audience.

00:25:03.337 --> 00:25:05.528
So 10, 20, 50 people.

00:25:05.948 --> 00:25:17.647
They don't have to be the keynote speaker at a convention, but if you get in front of 20 people, I guarantee you the two or three or four of them are going to want you to continue and help them.

00:25:18.248 --> 00:25:27.397
And then you fashion a relationship of consulting where you talk on the phone once a once a month or twice a month for an hour, an hour and a half, whatever it is that you do.

00:25:27.907 --> 00:25:33.518
And I counsel and consult my clients on how to fashion those relationships.

00:25:33.907 --> 00:25:42.637
And how to truly add value to what they're going to do as a consultant for others, or how to take their business and move it to the next level.

00:25:43.117 --> 00:25:44.857
That you know today.

00:25:44.857 --> 00:25:49.038
I mean, with COVID, I'm not doing too many speaking engagements.

00:25:50.028 --> 00:26:01.218
But I'm in the process of creating a webinar and on demand webinar, it'll cost zero, you plug in and you watch me and you decide, Hey, this is somebody I'm interested in working with.

00:26:01.698 --> 00:26:02.238
Or not.

00:26:02.867 --> 00:26:04.307
And again, my.

00:26:04.968 --> 00:26:09.107
Batting average user for every 20 people that see me.

00:26:09.708 --> 00:26:13.278
Three or four or five, call me and want to work out a relationship.

00:26:13.337 --> 00:26:16.877
And usually 80% of those people become clients.

00:26:17.357 --> 00:26:17.837
And.

00:26:18.468 --> 00:26:21.528
This can be something for any business.

00:26:21.917 --> 00:26:23.748
It can be if you sell flowers.

00:26:24.107 --> 00:26:33.617
It can be if you're a dentist or an architect or an accountant, or if you sell sneakers or, I mean if you have a grocery store or a restaurant.

00:26:34.097 --> 00:26:35.417
A dry cleaners.

00:26:35.417 --> 00:26:36.137
I mean, you name it.

00:26:36.198 --> 00:26:41.008
You can't find a business that,this theory this idea.

00:26:41.337 --> 00:26:42.117
Couldn't be.

00:26:42.718 --> 00:26:46.948
Extraordinarily successful for, so that's, that's what I that's.

00:26:46.978 --> 00:26:51.778
My deliverable is working with someone at the very beginning.

00:26:52.167 --> 00:27:01.587
And getting them comfortable and S and, and standing in front of a group of people, or now a webinar, and just talking and explaining who they are, what they do, how they do it.

00:27:01.917 --> 00:27:04.798
Why they do it, you know, everybody wants to know your story.

00:27:04.798 --> 00:27:09.827
Why did you,you asked me that already two or three times here in this this show of yours.

00:27:09.827 --> 00:27:10.518
Thank you for that.

00:27:10.518 --> 00:27:11.208
I appreciate it.

00:27:11.748 --> 00:27:11.928
Yeah.

00:27:12.077 --> 00:27:14.657
You know what people love to talk about themselves.

00:27:15.917 --> 00:27:17.357
And people want to listen.

00:27:18.117 --> 00:27:20.877
nobody gets bored, hearing your story.

00:27:22.167 --> 00:27:23.817
I've never met somebody who's boring.

00:27:24.657 --> 00:27:29.758
The deeper you dig, the more questions you ask everybody is fascinating.

00:27:29.847 --> 00:27:35.468
Everybody and show that to people it's magnetic.

00:27:36.458 --> 00:27:38.407
They, they want you next to them.

00:27:39.067 --> 00:27:41.137
They want to be your BFF, you know?

00:27:42.397 --> 00:27:42.968
It's true.

00:27:43.028 --> 00:27:49.998
I was thinking about that the other day, because we're doing this podcast interview late June, 2020.

00:27:51.107 --> 00:27:56.208
We're experiencing COVID, the lockdowns, the cutbacks on travel.

00:27:56.538 --> 00:27:58.428
And yet we're in the middle of an election year.

00:27:58.428 --> 00:28:03.528
And what happens during an election year is these candidates, they get on planes, they travel all over the country.

00:28:03.528 --> 00:28:06.748
They kiss babies and shake hands and do all that.

00:28:06.778 --> 00:28:10.258
And all that is gone for the most part, all of that is gone.

00:28:10.528 --> 00:28:20.188
And so what, what you're really describing is the importance of that connection with people, or really what I would say, getting out into the community.

00:28:20.817 --> 00:28:22.258
Getting yourself visible.

00:28:22.498 --> 00:28:29.397
Making people understand what your story is because once they understand your story, then they can relate to you.

00:28:29.397 --> 00:28:33.897
And once they can relate to you, then they can say, well, this is the kind of person that I can do business with.

00:28:34.288 --> 00:28:38.218
And so it sounds like that has been key to your success.

00:28:38.218 --> 00:28:45.178
And also now what you are trying to do with your consulting clients to help them understand that that's important for them as well.

00:28:45.968 --> 00:28:48.938
The three prongs of why people do business with you.

00:28:50.137 --> 00:28:52.357
Know, like, and trust.

00:28:53.607 --> 00:28:55.887
let's pick somebody, Oprah Winfrey.

00:28:57.748 --> 00:29:00.028
You don't know her, but you think you do.

00:29:00.688 --> 00:29:04.738
And you really kind of do because of how she is laid, bare, who she is.

00:29:05.667 --> 00:29:08.667
In shows and in interviews that she's been the subject.

00:29:09.057 --> 00:29:10.708
How could you not like that woman?

00:29:11.577 --> 00:29:12.417
Everybody likes her.

00:29:12.448 --> 00:29:13.798
No, everybody loves her.

00:29:14.758 --> 00:29:15.448
Trust.

00:29:16.468 --> 00:29:17.698
I'd give her the keys to my house.

00:29:17.728 --> 00:29:18.867
I'd take off for a month.

00:29:19.948 --> 00:29:21.688
When, you know, like, and trust people.

00:29:22.077 --> 00:29:27.028
It's because there is a pseudo or a real relationship.

00:29:27.897 --> 00:29:29.518
That is the core of.

00:29:30.208 --> 00:29:32.877
Success on the small business level.

00:29:33.597 --> 00:29:38.627
And even you go to like big go to a big company, Nike, everybody knows, likes and trusts.

00:29:38.688 --> 00:29:45.347
Nike,you're getting a quality shoe or merchandise, but you don't have any relationship with Nike, except that you are.

00:29:45.827 --> 00:29:52.317
You know, your dollar is supported, their executives children's education,but, That's it it's about.

00:29:53.097 --> 00:29:54.387
It's about that connection.

00:29:54.657 --> 00:30:01.018
That's, that's 110% of the success or failure of business people in today's world.

00:30:02.248 --> 00:30:05.127
Which is why people in general don't trust used car dealers, right?

00:30:05.167 --> 00:30:08.708
There's not that trust there or there's the perception that there isn't trust.

00:30:09.218 --> 00:30:09.428
Right.

00:30:09.458 --> 00:30:12.097
That that's a stigma that they've had to deal with for years.

00:30:12.367 --> 00:30:19.238
I did want to ask you one last question, cause I know there's a chapter in your book talking about the importance of law and small business.

00:30:19.688 --> 00:30:26.317
Do you think that many small businesses that you work with are too careless with the law?

00:30:26.347 --> 00:30:30.188
We all know that the tax code is mainly built to promote businesses, right?

00:30:30.188 --> 00:30:34.837
If you can learn to take advantage of things in the tax code, there's a lot in there for businesses.

00:30:35.198 --> 00:30:46.387
But when it comes to things like contracts and other legal agreements and incorporations and what not, do you think that a lot of clients that you work with are tuned into what they need to do there.

00:30:47.498 --> 00:30:49.988
Answers a million percent no.

00:30:50.278 --> 00:30:51.488
iI's not that they're lazy.

00:30:51.698 --> 00:30:56.377
It's not that they don't care or that they're not interested, but they just don't know.

00:30:57.248 --> 00:30:58.508
And what does that expression?

00:30:58.508 --> 00:30:59.827
You don't know what you don't know.

00:31:00.907 --> 00:31:01.597
and so.

00:31:02.377 --> 00:31:03.938
I call it the foundation.

00:31:04.567 --> 00:31:07.988
I want to make sure that all of my clients have the foundation in place.

00:31:07.988 --> 00:31:11.337
The teas crossed and the I's dotted.

00:31:11.968 --> 00:31:18.928
And I often recommend the clients that you have this type of business, you should do a different type of business entity.

00:31:18.928 --> 00:31:20.488
As an example, if they have a.

00:31:20.907 --> 00:31:23.678
A restaurant look, injuries are going to happen.

00:31:23.678 --> 00:31:27.248
Somebody's going to slip and fall, or somebody is going to get food poisoning or something's going to happen.

00:31:27.728 --> 00:31:31.387
And if you own that restaurant as a sole proprietor, you're making a mistake.

00:31:31.748 --> 00:31:37.087
You should be a corporation which shields you from personal responsibility, personal liability.

00:31:37.857 --> 00:31:44.157
and in any event, neither case, I always recommend getting good insurance coverage in case something bad happens.

00:31:44.607 --> 00:31:50.938
A fleet of trucks, the owner of a trucking company has a fleet of trucks, deliveries, vehicles.

00:31:51.417 --> 00:31:55.587
They need to have an absolute, no tolerance policy for texting and driving.

00:31:56.157 --> 00:31:56.788
And they don't.

00:31:57.357 --> 00:32:03.087
So if George is one of your employees and he's texting and driving and runs into the side of someone's car.

00:32:03.387 --> 00:32:06.657
Guess who's responsible besides George the owner.

00:32:07.228 --> 00:32:17.877
But if the owner has a no tolerance, no texting and driving policy, and George has signed it, acknowledging that he understands that then the owner's not going to necessarily be responsible.

00:32:18.438 --> 00:32:19.428
there are so many things.

00:32:19.428 --> 00:32:21.258
Rules, regulations, forms.

00:32:21.698 --> 00:32:31.557
and I am able to deliver all of these relatively quickly to assist my consulting clients and then what I call their foundational house.

00:32:31.657 --> 00:32:36.998
the house has to be in concrete with the footer is going down 10 feet deep.

00:32:37.357 --> 00:32:39.518
So that there's a little wind that comes by.

00:32:39.518 --> 00:32:41.198
It's not gonna blow over.

00:32:41.887 --> 00:32:47.617
you could be the most amazing business person and do the most fantastic work, provide the most.

00:32:48.067 --> 00:32:49.268
Excellent service.

00:32:49.778 --> 00:32:55.587
And one mistake, the house can crumble down and those mistakes typically, or legal mistakes.

00:32:56.607 --> 00:32:58.317
I don't do business law.

00:32:58.528 --> 00:33:03.178
I have a cadre of other attorneys who can help my clients and many of them have.

00:33:03.688 --> 00:33:05.728
there is a DIY do it yourself.

00:33:05.758 --> 00:33:08.607
I tell them, go form a corporation and here's what you need to do.

00:33:09.178 --> 00:33:13.798
And they do, and they don't have to pay a lawyer for a lot of the things you don't need, legal advice or legal.

00:33:14.248 --> 00:33:17.367
You know, expense, but sometimes they do.

00:33:18.208 --> 00:33:19.917
so yeah, most people are not.

00:33:20.518 --> 00:33:21.387
Prepared.

00:33:21.958 --> 00:33:27.238
To be in the second and the third, the fourth year of their business from a legal standpoint.

00:33:28.347 --> 00:33:34.038
Well, as I mentioned I really enjoyed your book because I just thought it covered so many of these basics.

00:33:34.038 --> 00:33:51.298
And we could spend a show probably on each chapter because there's so much in there, but I think it gives reader a lot to think about and explore further if they need to, whether it's legal questions, whether it's on systems and platforms, whether it's on marketing, there's just a lot in there.

00:33:51.448 --> 00:34:02.827
So tell our listeners, how could they get a copy of this book and how could they learn more about your specific consulting services if they want to get in touch with you and learn more?

00:34:03.278 --> 00:34:04.238
Well, thanks for asking.

00:34:04.238 --> 00:34:04.538
Okay.

00:34:04.538 --> 00:34:11.838
So the book, can be ordered right from my website and, the book URL a is very simple.

00:34:11.838 --> 00:34:17.148
It's stepbystepbook.biz, not.com.

00:34:17.628 --> 00:34:21.168
But stepbystepbook.biz.

00:34:22.347 --> 00:34:27.327
And they go on and they get an absolutely immediate, almost free download after they pay for the book.

00:34:27.327 --> 00:34:29.597
It's cheap 20 bucks.

00:34:29.958 --> 00:34:33.018
And they'll, they can download it and go through it.

00:34:33.498 --> 00:34:40.757
and if they do that, I'm offering to your listeners A half hour of my time actually free and being an attorney.

00:34:41.177 --> 00:34:42.137
I like to talk.

00:34:42.737 --> 00:34:53.818
So the likelihood is that if they want that half hour for me, It's going to end up being closer to an hour and I'm not putting my clock on it, but,I say half hour as opposed to telling people it's an hour.

00:34:53.918 --> 00:34:55.838
I'd rather under promise and over deliver.

00:34:55.838 --> 00:35:02.088
I think that's the expression If I tell somebody it's an hour and then I got to go 45 minutes later, they feel like I've allied to them.

00:35:02.568 --> 00:35:04.637
So at least a half hour of my time.

00:35:05.168 --> 00:35:08.168
and if somebody wants to call me directly, I love getting phone calls.

00:35:08.407 --> 00:35:11.318
I have a phone number which is going to knock your socks off.

00:35:11.347 --> 00:35:12.637
It's so easy to remember.

00:35:12.967 --> 00:35:17.737
I'm in the Maryland area of Virginia area DC, but I picked a, a Maryland.

00:35:17.907 --> 00:35:20.398
extension of Maryland area code is 301.

00:35:20.938 --> 00:35:24.027
And then the number is 5 million, 301-500-0000.

00:35:24.628 --> 00:35:46.157
Now we use that for other purposes in my law practice and some other things I'm doing so likely I'm not answering the phone, but I have someone always answering the phone and when potential business clients were to call me he gets the name and number and I call them back usually half hour, 45 minutes, as soon as he can get all to me and I'm not otherwise busy to call them back.

00:35:47.057 --> 00:35:51.487
So a stepbystepbook.biz and 301-500-0000.

00:35:51.827 --> 00:35:52.367
That's great.

00:35:52.398 --> 00:35:59.387
Easy to remember, and to all the listeners out there I really do think you'd be wise to pick up a copy of this book.

00:35:59.387 --> 00:35:59.958
It's great.

00:35:59.958 --> 00:36:01.038
It's informative.

00:36:01.148 --> 00:36:07.838
And I think the half hour, half hour to an hour of consulting time is a great additional offer on top of that.

00:36:07.838 --> 00:36:10.177
Paul, thank you so much for making that available to the listeners.

00:36:10.177 --> 00:36:12.367
And thanks for being a guest on the show today.

00:36:13.177 --> 00:36:14.467
It was really fun though.

00:36:14.527 --> 00:36:20.538
I enjoyed having you, to talk to a little bit before and during your, your mind is the same as mine.

00:36:20.538 --> 00:36:22.038
We're both marketing junkies.

00:36:22.338 --> 00:36:23.148
Absolutely.

00:36:23.177 --> 00:36:23.807
Absolutely.

00:36:23.838 --> 00:36:25.637
Well, thanks so much for sharing your story.

00:36:26.315 --> 00:36:29.706
that wraps up another episode of The Virtual CMO podcast.

00:36:29.766 --> 00:36:41.286
As a reminder, if you'd like to learn more about Virtual CMO, strategic marketing consulting services, or anything else discussed here today, please visit us at fiveechelon.com.

00:36:41.615 --> 00:36:42.666
There's a link in the show notes.

00:36:42.666 --> 00:36:49.536
If you'd like to send us comments, feedback, guest inquiries, and your five-star reviews on Apple Podcasts are always appreciated.

00:36:49.791 --> 00:36:51.081
If you'd like to reach me.

00:36:51.380 --> 00:36:52.800
I'm EDickmann.

00:36:52.820 --> 00:36:57.650
That's E D I C K M A N N on Twitter.

00:36:57.951 --> 00:37:00.411
If you'd like to connect on LinkedIn, please let me know.

00:37:00.411 --> 00:37:03.141
You heard about me through The Virtual CMO podcast.

00:37:03.411 --> 00:37:09.610
I look forward to talking with you again next week and sharing some new marketing insights on The Virtual CMO.