Hi, my name is David Alexander and I am the CEO of Big Mouth Marketing.
After being responsible for generating more than 1.5 million leads, 120,000+ advertising campaigns, and 6,000 marketing tests, I have seen some alarming new developments that will catch many attorneys by surprise.
There is an inevitable change coming…
Even though you’ll see comments from dozens of attorneys who have skyrocketed the number of clients they get, because of this very system, most attorneys in America are blissfully unaware of what is happening.
The world is changing rapidly. Computers and algorithms are making more decisions for us on a daily basis than you are likely to make in your entire life.
You may not know it, but computers are deciding which clients to send you, and which clients to send to your competitors.
- When someone searches for an attorney in Google, their AI decides whether or not you are the lucky one.
- When an ad is served on Facebook, their AI is deciding who, where, and when that person is ready to see it.
- Even organic article suggestions, marketing videos, and podcasts are constantly shaping the decisions your prospects are making
And here is the exciting part.
These algorithms are becoming more and more human.
They are making life changing decisions based on human factors. Also known as ‘soft’ influencers.
For example, you already know that Google is trying to get into the minds of its users.
Their computers are working very hard to be more human, so that they can serve search results that a human would want.
After discovering that this was the direction that Google wanted to take, we implemented a secret strategy, and the results shocked us.
In psychology there are 6 laws of influence.
In order to win a client, you need to deploy at least one of these six laws. The more of them you deploy, the more likely you are to get the client.
We know this. We do this for our attorney clients all the time.
However, we’ve never treated Google as a ‘human’.
The mere thought of it seems ‘silly’ and like science fiction.
However, as you’ll come to know, we constantly run different marketing tests… thousands of them.
And this one was no different.
We deployed a ‘human psychology test’ on the Google AI. All of the six laws that apply to humans, we would apply to Google.
And the results were mind blowing. In this document you’ll discover:
- How in just 30 days an attorney increased their position by 87 spots in Google for various search terms.
- How another attorney was discovered for 139 new search terms in just 60 days.
- The most profitable keyword in Google: This attorney was buried below page 5, and shot up to the top three for ‘personal injury attorney’ in 90 days.
- How a bankruptcy attorney dominated his city with #1 spots for the search term ‘bankruptcy attorney’.
- And how a personal injury attorney skyrocketed from page 4 to page 1 for ‘auto accident attorney’
I’ll be breaking up this article into 3 parts.
So here, with all the dogmatism of brevity, is the exact process:
Human Influencer #1: Reciprocity
According to the Association for Psychological Science:
“New research suggests that reciprocity – cooperation under the assumption that we will receive benefits in return – outweighs our desire to conform with group norms when we’re deciding whether to cooperate with someone.”
In other words, when humans get something, we are more likely to give something back.
Even a small gift can go a long way.
A team of researchers examined the prescribing behavior of 279,669 physicians. They found that even very inexpensive meals (less than $20) were resulted in more brand-name prescriptions, even though they are more expensive than the generic versions.
Waiters who offer diners a mint with their bill, receive 14% bigger tip.
We simply can’t help it. Humans are influenced by reciprocity. And now… so is Google.
Google’s new AI is actually looking at how much you give to your visitors and other website owners like you. Google wants to see you ‘giving’ before it gives back to you.
Believe it or not, but Google can measure how valuable people find your content.
Everything from how often they click, stay on the page, scroll, and highlight will give them an accurate indication whether or not someone got something out of it.
What your visitors do next counts too. Did they continue the research? What did they search after they consumed your content? What did they do in the 30 days after?
There are thousands of factors they take into consideration when assessing how much you actually gave.
It is no coincidence that the longer, more in-depth, content gets more power from Google:
In the image above, you can see that longer posts tend to rank higher in the search engines.
Not only that, links to external websites with helpful content is also considered ‘reciprocity’.
According to the study :
“The results are presented in a series of graphs, each one showing that the 5 pages containing outbound links all ended up ranking ahead of the pages with no outbound links.”
How can you implement this?
Simple, create highly relevant and valuable content using a simple framework. As an attorney, you might not have time to do this. In fact, I guarantee you don’t have the time. Therefore, it is better to outsource this part.
Every single time a potential client calls, or meets with you in person, write down the questions they ask.
What genuinely confuses them?
What concerns them?
What scares them?
By writing down the questions and concerns your clients have, you’ll have a huge collection of genuinely valuable content to put online.
Next, write down the answers to all of these questions in a linear fashion a.k.a. steps!
Break down the answer into a series of small steps that need to happen to help the client.
Hand over those steps to a copywriter and post it on your website. Make sure that you link out to other helpful resources.
Continue doing this and over the long run Google is going to send you boatloads of free organic traffic.
The image below details the a rapid 30-day change:
This attorney moved up 87 spots, instantly giving them more traffic from people searching for legal services.
What’s even more impressive, they got ranked for 63 new search terms.
After 60 days, this happened:
Yes, that is 98 spots above where they were before, and 139 new search terms they were never discovered for before.
All because you treated their supercomputer like a human.
Click here to read about the 2nd human influencer in PART 2.
If you would like to speak to us about growing your law firm, deploying this exact strategy, then click here to book an appointment.
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