How I Got into the Field of Legal Marketing
I established Headlines Marketing Corporation in 1991 to start working toward developing a legal marketing consultancy business. Until that time, I had merely been learning the business through practicing law and learning what promotional activities worked to increase my business. Beginning in 1976, when I graduated from the University of Georgia School of Law, I tried and tested a variety of marketing concepts and “vehicles” for my own law firm, including becoming a seminar speaker, writing articles and books, posting newspaper ads, creating radio spots, and even utilizing limited television ads. Through trial and error over a 15 year period, I developed scores of techniques for expanding my law practice. I also learned what methods of marketing did NOT work. In 1991, I revamped my model for promoting my law firm by specializing in representing citizens charged with alcohol-based and drug-based impaired driving offenses. Over the next 20 years, I became the best-known DUI-DWI attorney in America, and steadily built my law practice to become the largest DUI-DWI defense law firm in America.
I Was an Early Adopter of the Internet
I began working on the Internet in 1994 when I purchased www.DrunkDrivingDefense.com. I now have purchased rights to over 1000 URLs (domain names), including more than 200 dealing with law practice, and currently buy and sell domain names weekly. Since 1995, I have learned the secrets to dominating the “Big 3” Internet search engines: Yahoo, MSN (now Bing) and later, Google, for keyword terms relating to DUI law practice, search & seizure law, and impaired driving. I was also an early adopter of PPC (pay-per-click) marketing, using GoTo, Overture, Alta Vista, Ask Jeeves and a variety of other search engines.
I Trained My First “Student” Lawyer in 1995
 Victor Carmody |
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In the mid-1990s, I started training individual lawyers (outside my law firm's geographic market area) in the "best practices" I had developed for my law firm. My first student was ex-police officer turned attorney, Victor Carmody, of Jackson, Mississippi. I watched Vic go from a small-time, struggling DUI attorney (prior to my training) dressed in cheap suits to becoming a nationally-known multi-millionaire DUI defense attorney dressed in custom-made suits and shirts. In 2008, he completed construction of a new, state-of-the-art law office in Flowood, MS. This impressive office building was paid for from the money he had earned over the previous dozen years. Since the late 1990s, Vic dominated DUI defense practice for the Mississippi market for DUI attorneys, opening branch offices in other Mississippi cities and even handling cases in other states. Since Vic took my training, he has never grossed less than $1 million per year in one of America’s poorest states. Since training Vic, I have trained more than 60 other DUI-DWI attorneys and many of their staff members. My training has consistently focused on creating lists of the "best practices" for ethically and successfully marketing and promoting these attorneys’ respective law firms.
I Established a National Legal Directory of Top-Rated DUI-DWI Attorneys in 1999, Selling it in 2005
After setting up a national Internet-based network of top-rated DUI-DWI lawyers from all states in 1999, I sold that Internet directory business for a seven-figure installment price to Legal Brand Marketing of Woodland Hills, CA in 2005. As part of this Agreement, I entered into an exclusive, long-term (10 year), training and marketing support program for LBM's affiliate attorneys. I currently provide on-going training for the DUI-DWI attorneys who are contracted with Legal Brand Marketing. These training sessions are for concepts of marketing, networking, public relations and getting recognized as the top attorneys in their respective markets. This exclusive arrangement for DUI-DWI attorney training and support runs through 2015. I am proud to say that Vic Carmody signed up for being my exclusive Mississippi affiliate with www.DrunkDrivingDefense.com in 1999, and is STILL one of the DUI-DWI attorneys that I provide ongoing training for, as part of my contract with LBM.
Launching a New Legal Marketing Training Program for Civil Attorneys in 2011, at Age 60
In 2011, I launched a new platform for training a new group of private practice attorneys across America --- primarily in civil practice fields --- (who are not engaged in DUI-DWI practice). My primary motivation in starting this ambitious new project was to help civil law firms overcome the adverse economic impact of the current deep Recession by teaching them how to re-think their respective practice models. At age 60 and still trying cases every week while averaging over $1.2 million annually in gross income for the last 6 years, I have plenty to do in my existing law firm and legal marketing consulting business. However, this new program utilizes my proven, unique knowledge of how to become the dominant player on the major search engines for a highly competitive practice sector. Plus, the training I deliver taps into scores of other traditional promotional and marketing techniques that do not depend on the Internet that I have learned over 35 years of law practice. This platform will permit me to systematically push the exclusive group of attorneys that I train to the top of their local market in the field of practice that each has chosen to pursue.
Direct Consulting and “Turnaround” Legal Marketing Services for Attorneys is Also Available
I also offer my services as a consultant to firms who need a "turnaround" of their law practices, by getting high ranking on Google, Yahoo and Bing, and then re-training both their staff and attorneys to begin earning more money. These custom consulting services are contracted through an exclusive, one-year, renewable contract wherein the growth of my client attorneys is charted and tracked with Internet analytics software and financial tracking database software. My goal is to make these special attorney clients the top attorneys in their respective fields of practice and thereby command higher fees for their coveted time as legal advisors.
Contact Mr. Head
Due to my demanding court schedule, please contact me through e-mail me at legalmarketingguru@gmail.com. I will contact you about what I can do for you and your firm.
