I just read an outstanding book by a Family Lawyer who “gets it”. “Wear Clean Underwear,” by Alexis Martin Neely, is a wonderfully written book that sets up different story vignettes and puts the reader in situations that are emotionally engaging in order to “feel the pain” and understand why they need to address certain family legal matters.
This book is far from some of the boring legal stuff that’s out there, and it certainly is not a Me, Me, Me, I, I, I book. This is not a book about Alexis, her practice or how wonderful she is. It is just the opposite. It’s all about YOU the reader – the very first principle I think you need to understand, before undertaking any marketing or self promotion.
Alexis knows her clients; husbands and wives who love their families, and she speaks directly and emotionally to them (and their hearts) about things that are important to them; their entire family’s condition with respect to whether they are healthy, safe, happy, or prosperous.
The books’ success is accomplished through the telling of stories. She tells a story and makes a point, tells another story and makes a point. These are not your typical marketing-type cold, “case studies.” These are stories that grab your heartstrings. While engaging the reader with matters that are important to them, her story scenarios illustrate the “why” in why you should have your family legal matters planned out early in your family’s growth.
This book says to her clients and potential clients, ‘I sincerely, understand you and I feel your pain.’ There is no question that Alexis knows her clients’ wishes, concerns, dreams and desires because she communicates them so well.
For the lawyers reading this, this book is an “ultimate business card.” Who would not want this woman representing their family? Hiring her has nothing to do with the firm she works at, who her associates are, where she went to school or what organizations she belongs to. Alexis Martin Neely has created a “category of one.” If she were in your marketplace competing in the “Family Law” arena, all she would need to do is promote her book or somehow get it into her prospective clients’ hands.
Wouldn’t it be just perfect to hand each new prospective client a copy of your book, or send every past client a copy and a note of gratitude for their previous business? Even if it cost you $10.00 per copy, wouldn’t you spend that to get a new client? What are you currently spending on marketing per client retained? Ten bucks may seem like an expensive business card, but a book is more likely to close more deals. Besides, think of the Law of Reciprocity: people generally try to repay in kind what another person has provided to them. If someone gives you something you want, then you will wish to reciprocate because you now feel obligated.
If you consider using a book to promote your business, think in terms of the business card value, not the fame or cost of the book. If you publish through a publisher with delusions of getting on the New York Times Bestseller List – that $19.95 price tag will net you about $.72 per book – and they don’t do any of the marketing. So, write well and plan on selling millions!
You could however, purchase your own quantities of your book at the time of printing at 50% of the retail price. These copies will serve you best by giving signed copies away as your “ultimate business card” or selling them at the back of the room at speaking engagements.
Kudos to Alexis Martin Neely. She is either a brilliant marketer or she has talented people coaching and advising her.
Please sign up for our new e-book on this blog to learn the other things you need to know to become a “category of one”. Once you learn these fundamental concepts, you’ll easily recognize people like Alexis Martin Neely and why they stand out from the crowds who “don’t get it.”
By: Dennis Kunkler
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