1355 S Higley Rd

Suite 108,
Gilbert, AZ 85296
866-509-0460
www.YourPracticeMastered.com

Interview with and Expert – July 2015

Richard James: Hey, everybody, this is Richard James speaking. I hope you are doing great. I
know I am. Welcome to this month’s coaching call. We are going to do an interview with an expert, and
today the interview with the expert is going to be me. There is no interview. We are doing an open mic
call and we’ve opened up the call to people who are members, and non-members, we do this about
once a year, maybe twice a year as a gift to everybody we’ve been communicating with. Give you the
opportunity to ask questions. You’ve been maybe reading our blog, or maybe you’ve been receiving
some emails from us on a regular basis with tips and maybe you’ve been implementing some of these
tips but you’re really not sure what to do. Maybe you’re struggling with your practice and you’re not
sure where to go. This is a free advice call where I’m going to be actually—there’s no holds barred. You
can ask any question you want and I’m going to be happy to answer them. This is really I guess a true
test for me because you never know—on these calls what kind of questions I’m going to get. So I could
get surprised, and that’s okay.

For those of you who are members, as you know, July is my month off so those of you who don’t know
me, this is a month where I take to sharpen my saw. I’m up in the woods in Northeastern Pennsylvania
right now, in the Pocono Mountains, enjoying some cool weather from our hot summer in August and
my kids are out of the house, they’ve gone down to grandma’s and my wife has gone shopping
spending my money somewhere I’m sure as I lovingly call her my East Coast Italian bride. She’s having
a great time with me working at the house today. And I’m here to work with you, but the point that I
wanted to make is, I do take time to sharpen the saw. And in my case, sharpening the saw is in this
case, taking a month down and literally refocusing, exercising, eating all the foods I shouldn’t eat, and
why that’s important, is because I want you to be able to do this too. And I want you to know that we
work with like-minded entrepreneurial attorneys. That’s our target market, that’s who we work with,
that’s who is on the call right now. You’ll probably dialing in because you consider yourself a like-
minded entrepreneurial attorney. And I see everybody still dialing in, so I’m going to keep dialing a
little bit till I open up the questions here.

But I’ve got material that can fill the whole hour if nobody asks me any questions but by the way you’re
crazy. Cause I just got contracted about a week and a half ago for $1500 an hour to work with
somebody for a full day. So you can do the math on what that’s worth, and I’m giving it to you here,
not for free I guess, but as a part of my service back to you, for those of you who are in our program
and not in our program.

Anyway, I want you to have the life that I have and that many of my clients now have too, which is this
life of freedom. It’s not a fairy tale, it’s not—I know a lot of you who don’t know me very well or aren’t

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866-509-0460
www.YourPracticeMastered.com

in our programs, you may think that I’m nuts when I saw the concept of freedom. You really can have
your freedom. Yes, as an attorney. No, I am not an attorney. Yes I have built the law firm with my bare
hands. Yes I work with attorneys all day long and I can tell you, it is achievable. Just the other day, he
might be on the call today, I don’t know, I can’t quite tell. But Jonathan Fisher asked just the other day
sent in a notice to partner’s club that said, he had his record day—I won’t say the number on the call
here today, because it’s an open call, but a record sales day. Record sales day. He was going to break
all the records in net income and he was on vacation. He wasn’t even in the office. It was unheard of
for Jonathan when we first started working together. He thought he had to do it all himself and he’s
broken every one of his records from sales and he wasn’t even in the office. It’s one small example.

I know so many attorneys I work with, when they first get started with me, one of the things that they
say is I’d just like to be able to take a vacation without having my cell phone on. That I can turn my cell
phone off, not be bothered and feel like I can actually do that. I’ve got to tell you, that’s possible. I’ve
got to—Maria Jones said that to me years ago. She said, if I could just take a vacation. Well she said she
was going on vacation, I said are you turning your cell phone off? She said, of course not! I said, why
not? She said because I’m the owner of the firm, I have to keep my phone on. I said that’s ridiculous,
who made that rule? Well who else is going to pay attention to it? Well the people who are working
here are going to pay attention. Well they would never do that, she said.

And we started working together and within a year, she took a vacation to Greece, and said, guess
what? I turned my cell phone completely off. And she’s never looked back. So those are two small
examples. Maybe they are not an example you’re going through right now. Maybe you’re living
through an employee nightmare, or a team member nightmare. Maybe you’re living through a client
nightmare today. Maybe you’re having a character building day. Maybe you are struggling, you can’t
figure out how to make the phone ring. You’re really struggling with getting new clients in the door.
Maybe you’re struggling with converting clients. They come in the door, they ring the phone, but
you’re just—you’re converting a very small number of them. Maybe you are struggling with getting the
bills paid. People are hiring you but they are not paying your bill and you are struggling with that.
Maybe you feel like you are busy but you just don’t make any money at the end of the month. Your
spouse is looking at you going, you’re always working but we never have any money. Why is that? We
can talk about that today. There’s no limits to what we can talk about today. I’ve got a couple of
subjects I can talk to you about if nobody comes on but it looks like we are breaking every record in our
book here, because we’ve got a ton of people on the call. So I expect somebody to ask questions,
okay?

This is an open mic call. For anyone who joined after I started, this is Richard James. We are on an open
mic call where you can ask me any question you want about any subject you want, and my goal is to
help you answer it and give you advice that you can actually use. We’ve got an hour. I’m willing to go a
little bit longer if we need to. But we’ve got an hour, it’s my gift to you. For those of you who are

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866-509-0460
www.YourPracticeMastered.com

members who didn’t get to talk to this month, if you have a question you are more than welcome to
ask it. There’s no limits here. I’ll do my best to answer as many as I can as fast as I can.

The way that you get on the call, is you press *2, you hit *2. You press it once. If you press it more than
once it will take you out of the call, so you press it once, it will raise your hand, it will bring you on. I
have no way of knowing who is coming on. I just have a little machine in front of me that says this
person is ready to talk. So, it’s *2 and I will bring you on the call and you can ask any question you
want. And I see some people starting to line up now, that’s great. So I’m going to bring you on in a
second.

So, again any question about lead generation, lead conversion, employee management, financial
management, collections, case management, don’t ask me legal questions, I’m not a lawyer. So I’m not
going to be able to help answer that question for you. I can’t help you with that one. I do know how to
work a case though. Depending on the type of case, I do know how to get from one bucket to the next,
but I’m not going to give any advice, so let’s keep going. Let me break into it. Let’s say, we’ve got
people lining up. We’re just going to say hello and let people go ahead and ask the question. So, let’s
see. I’ll bring you on. Alright, and then you just tell me who you are.

You should be live, who am I talking with?

Don: Don in Phoenix.

Richard: Hello, how are you sir?

Don: I’m good. My question is people. How do you find the best people, what do you do for
screening? Do you give them these aptitude tests that you find online? Could you talk about getting
good people, how to screen them, how to test them just along those lines.

Richard: Okay, good, so tell me. I need to ask some qualifying questions. What kind of, for
everybody on the call, what kind of practice area do you have?

Don: Bankruptcy.

Richard: Okay, and for the benefit of this conversation, what kind of person are we thinking
about hiring? An attorney, a paralegal, a phone person, office manager, what are we thinking about?

Don: This is the first point of contact, so this would be somebody that takes new calls, setting
up appointments, kind of getting information about the case, gathering documents, it’s an admin type
role.

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866-509-0460
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Richard: Okay, good, and are we going to have them be a specialist and they’re going to mainly
manage the phones, or are you going to have them do a bunch of other stuff for you as well?

Don: Phone role, administrative type functions.

Richard: Okay. Alright, so, here’s the answer, and it’s funny that you ask this question, because I
just finished an article on it this morning. So, it’s good because it’s going to be the cover article for
August, so everybody will be able to get a recap about what I just talked about in August, but here it is
in a nutshell. We just—so, our firm just hired a new executive assistant. So Jon and I, Jon is a business
manager and partner in the firm, and we recognize that speed was our number one enemy. That we
were moving so fast, we’re growing at about 105% this year over last year, which is exciting, but we’re
not able to keep up with as much of the growth as we’d like to. We think we could grow fast, we think
we could do it without stress, but we were getting too much admin work.

So we identified that we needed somebody to help us with the admin. So before I go any further, what
I have to start with is, we ask ourselves two questions before we’re going to hire anybody. The first
question we ask ourselves is, is the position we’re looking to hire going to either make the company
money or save the company money?

That has to be the very first question we ask. Because, we gotta know how that’s going to happen and
how are they going to pay for themselves. They may not be a revenue generating job, now like in your
case, somebody who is going to answer the phones and maybe make some outbound phone calls, I can
see a clear way for them to be able to make you money. They may be able to save you money if you’ve
got an attorney or higher paid paralegal doing some of the admin tasks. If they can free some of your
jobs, then I think they’ll be—that you may be doing yourself, then they’re going to be able to make the
company money. And in our world, the person we were looking to hire, that’s going to allow Jon and
myself. And in our world, the person we were looking to hire was going to allow Jon and myself to be a
little focused on our highest and best use.

So first we answered that question, we got that answer. Now, we said, okay, does this new salary,
whatever we agree is a market-based wage for this salary, does this fit into what we consider our
acceptable range for our profit and loss? So it literally starts with our P&L. So every Monday we get a
P&L. So we look at it and say, okay, our range, maximum salary range is 45% of gross revenues.
Revenues, not sales. So, what are we spending or investing as a company as far as salaries are
concerned with everybody in a market-based range. Meaning my market-based salary too. Not what I
might take from the company, whether it be less than or more than my market-based salary. What
you’d have to pay to replace me. What you’d have to pay to replace Jon. In your case, what you’d have
to pay to replace you, should be your market-based salary.

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866-509-0460
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Assuming the answer to that question is yes, now we can move forward. So let me stop there and say,
do you have any questions around that, or did I say anything that you need clarity on?

Don: 45% is the—maybe hit on that again, is that the total man-power cost me no more than
the 45% of the total income?

Rich: Right. Yes. So if your income for the month is, for lack of a better number $100,000.
Your man-power cost, after your payroll taxes, insurance, salaries, including your market-based wage,
so depending on what you do for the firm, if you’re just an attorney, if you’re a business manager, if
you’re part-time you have to get a market-based wage for you, by definition, what would it cost to
replace should be no more than 45%. So I guess the first question is, would you believe you are
currently over or under that number?

Don: I would need to go and—I’m not as on top of the numbers as you are.

Rich: That’s okay, that’s fine. That’s why I do this. Okay, this is by the way, yeah, so I need to
say this everybody for the benefit for everybody that is on the call. If I give any advice, I am not judging.
I’m not berating, I’m not clipping you off, I don’t mean to make it feel any way like I’m being critical,
I’m not. I have done absolutely everything you could ever think of, wrong in a business. The only
reason I have any right to teach anybody at all is because I’ve made every mistake there possibly is.
And I believe that as long as we like what we do, so I’ve got to assume we all like what we do, then we
have to come from this position of how do we get better, so we can work towards mastery? And our
job is to work towards mastery as business owners and marketers and the way we’re going to do that
is we’re going to learn from somebody else and I still pay somebody full-time that I learned from as
well.

Anyway that being said. You may not feel like you are as sharp on the numbers as I am today, but I
promise you just the mere fact that you are working towards it means that you are sharper than most.
So, okay, so whether you are or you are not you will have to figure that out. But you understand that,
though? It’s 45% of income for the month, yes?

Don: Yes.

Rich: Okay, good. So let’s keep going forward. So the first thing we have to do is we have to
clearly identify all the tasks that this person’s going to do. Now, I need to tell you, I believe in
developing specialists. So, like when you say answer the phone, I don’t know how much phone volume
you have, and I don’t know how many unconverted leads you have, but what I do know is what I’d like
to get to is a person who answers the phone and makes outbound phone calls. What I don’t like in a
law firm, just so we’re clear and you can do—sometimes it has to happen when a law firm is smaller.
But what I don’t like is having my phone person doing too many administrative tasks, because the

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866-509-0460
www.YourPracticeMastered.com

weight of, especially if I’m going to have them make outbound phone calls, because the weight of the
phone call that they have to pick up and make an outbound phone call is so great, that they’ll never get
the amount of outbound of phone calls that I need them to get done in the course of a day, they’ll
naturally gravitate towards the admin work.

It’s also going to be a different type of person that you’re going to hire. The person who is really good
at admin work and really organized, typically is not the same person who’s really, really good at the
phone, both inbound and outbound. That make sense?

Don: It does.

Rich: So for the purpose of this discussion—well let me ask you a clarifying question. Is your
office—the size of your office, do you need to hire a person that’s going to do it all of it, and that is
what your thought process is, or do you think you have enough volume for this person to manage only
in-bound calls and only make outbound calls?

Don: Right now we need them to do, a jack of all admin trades.

Rich: Very good, okay. So then what we’re going to do—and by the way, who’s doing those
admin trades right now?

Don: Another admin.

Rich: Okay. And do you have a list of all those things that this admin does somewhere? Has he
or she every created that list for you?

Don: I’ve got a list, I’m not—there’s a list in existence, I don’t know if it’s available for the
admin.

Rich: Okay, so here’s—

Don: I know what I expect

Rich: Yeah, so what we want to do is, we want to create a list. So here’s the first thing that we
did. I’ll tell you what we did and you see if you have any questions. So what we did is, Jon and I sat
down and created a list of all of the things we needed this person to do. And so basically we knew the
list cause it was stuff we were doing. So, we didn’t have to talk to anybody else, it was the two of us.
Now, in your case, it would be the person that’s the admin right now, you’d sit down and you talk to
them about all the things they are doing. In our program, by the way for those of you who are in the
program, in Modules 9 and 10, I put a management tool in there that you can go ahead and have them
fill out the management tool and you can figure out what they’re doing and how they feel about what

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they’re doing. But I won’t breach into that right now. But what I will tell you this, have them make a list
of all the things they are doing and then when you make that list you’ll end up identifying what this
new person is going to be doing.

So that’s the first thing that we did, we identified all the things that they were going to do. The next
thing that we did was we identified all of the systems that they were going to need to use and all of the
things we were going to need in order for them to do their job. So, whether it was a hardware, or
software, or user names or passwords, or access, we actually made a list of all of the things that they
were going to need to have access to in order to do their jobs. So I understood what systems they were
going to be running, cause I wanted to understand just how technical they needed to be. Somebody
who’s an office clerk who’s doing file work, doesn’t need to be as technical as the person that’s going
to be using your CRM or your case management program.

After I’ve done that and I’ve created the tasks that they’re going to be doing, and I’ve created the
systems they’re going to be working on, the very next step is Jon and I sat down and we made a list of
all the attributes we wanted this person to have. Now, that includes and this is not something
incidentally you can say in the interview process, but when you’re creating what we call your perfect
team member avatar, it’s just like creating a perfect client avatar, you literally boil it down to, are they
male, are they female? How old are they? Do they have kids? Where do they come from? What’s their
background? What jobs have they done in the past? What’s their personality traits like? And so we
developed what we consider our perfect team member avatar and we did that. And we laid this out
and we said, okay this is what we want this person to look like, sound like, be like, and so on. Again,
discriminatory laws, so we never ask this stuff in the ad or we never ask this stuff in the interview, we
just start developing in our head fundamentally what we I think ideally we would like to hire, does that
make sense.

Don: It does.

Rich: Okay, after we do that, we then take that information and we create along with our job
descriptions and we create our contract. And I know this sounds like I’ve not even gotten to the ad yet,
I get it. These are all the things we create in advance. We create our contract and so we create our job
contract, of all the things that they’re going to have to do, so we know what it’s going to be and we
develop what our market base wage is going to be.

From there, we create our ad. The very first thing we create in our ad is our headline. That might not
sound like a big deal but let me give you an example, this last time, the ad that I first wrote was for a
general assistant. I thought executive assistant made it sound like something that it wasn’t and so I put
general assistant. And we were getting less than qualified leads. And Sabrina, the woman who runs our
event team said, I think you should change the ad to executive assistant because that’s the person you
really want to talk to. And after talking through with her, I agreed with her that I had missed that mark.

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And so we changed it to executive assistant, now we put executive assistant, we put Mesa, Arizona and
so on and so forth. And as soon as we did that, we got better leads. Instantly. Like not a day later, that
hour, we got better leads.

And so, making sure you write your headline and testing it is important. Headlines are vital, just like
writing an advertising piece to acquire clients, you want to write your headline first, you’re going to
write your headline first when creating your advertising piece for team members. Any question on the
headline?

Don: None.

Rich: Okay, next we’re going to write the body of the email. Now, from the way we create the
body of the email and if anybody wants a copy of it, send me an email,
[email protected], [email protected]. Jon and I will get it to
you. We’ll give you a copy of our ad. [email protected]. For all those who are in
the program, next month you’re going to get it. It’s in the dashboard, you’ll be able to get it there.
We’ll have an example of it in the newsletter too.

So, the body of the ad is going to have kind of a combination of the duties they’re going to do and the
personality. Now how do you get to the personality? Well, we write things, like I wanted this person to
be really organized, so here’s an example. In the ad, I wrote, if I were to walk in your closet and I would
see white boxes with black letters, I know you’re the right person for the job. Now, it sounds corny,
right? But it relates to a certain person. Now what it also does, is it repels the wrong person, because
they’re going to read that and I’ll tell you, you’ll know when you get this right when you get hate mail.
So when I ran this ad, I got at least 5 pieces of people saying, how dare you write an ad like that. I’ve
never heard of—in all my years I’ve never heard of such a thing and they got upset, so I knew they
weren’t the right person for the job.

Now that we wrote the body of the ad, we want to write the call to action. This, again, this is just like
writing an advertising piece for clients. So the call to action is this, the way that you write a call to
action, we have to decide what they’re going to do. In this case we knew they were going to be
interacting with clients, interacting with vendors and interacting with our team members, and we
needed them to be able to communicate well and so we wanted to hear what they sounded like. So we
insisted they left a voice mail. Now the reality is most people don’t read the ads these days, because
we’ve automated hiring processes so much that people just send resumes and then some machine
reads the resumes, whether they’re human or not, and they go off resumes. We don’t like that, we
want people to read the ad. So at the top of the ad, if you ask for a copy of our ad. It says ** you must
read this ad all the way to the bottom to be considered for the job, because there’s something you
have to do.

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And we would have them call and leave a voice mail. Alright? Call and leave a voice mail. If you send us
a request for the ad, [email protected], the phone number will be on it, you can
call the phone number and you can hear what my voice mail says. But it’s pretty straightforward, it’s
pretty simple. So then they leave a voice mail. Now it’s time. So now we’ve got the ad written, we’ve
got the headline written, we’ve got the call to action written.

Let me stop there, any questions? I can’t believe how long this is taking me, go ahead, any questions?
Okay. After we do all that, we place the ad. There are three places you want to place the ad. We’ve
found, at least in our market, we use Craigslist, we always use ZipRecruiter and just in this last ad we
chose Indeed. Indeed.com. After that—after you run the ad, you’re going to start to get responses. We
got 150 responses to our ad, after we changed it up and put executive assistant in. Of the 150
responses, how many people do you think left us a voice mail?

Don: Seven.

Rich: Okay, you’re a little bit low. 15. We got 15 people left us a voicemail. Of the 15 people
that left us a voicemail, about 8 of them were what we would consider qualified. We invited them for a
phone interview. Seven of the phone interview showed. Of the 7 that showed up, 5 we invited for what
we call a top grading interview. Of the top grading interview, 1 of those didn’t show up because she
took a job before she came to us. The 4 that did show up, 1 we immediately disqualified because it just
wasn’t a fit for us, she wasn’t a fit for us. Three were left. Of the three that were left, Jon and I
identified one of them that was not a fit because they were in the business for about 30 years and we
just thought that they were too qualified. They may not change with us. 2 were left. We picked the one
we thought we were going to hire, we put both of those final 2 through a personality test through Jay
Henderson, who I have interviewed on this program before, through Real Talent Hiring. They took the
test though Jay Henderson. We met with Jay. Jay read the results rather than us reading the results, he
reads the results for us, which is what we like about it. A little bit more expensive than everybody else,
but you get his counsel. And then he read the results back, and we said, okay, which one should we
hire?

He said, I wouldn’t hire this one, because that’s going to bring—I believe that will bring crazy into the
building and that was actually the one we thought we were going to hire, ironically enough. So we
didn’t hire that one. We had 1 left. We offered that one the ability to come back to a group interview.
We told her at the moment that we brought her in, that we told her the whole process, I just told you. I
told her she’s the last one left standing and I said if she doesn’t accept this job, we’re going to start all
over again. And if she does accept it, we’d love to have her on our team, but this day is for her use to
ask questions as she wants. And we had the team tell their story, we had Sandy tell her story, and that
was probably one of the most touching things I had been through as a business owner, cause it was
great to hear everybody’s stories. And when we got done, we offered Sandy the position. It was not
based at a high monetary pay. It was at or less than what she was making already. We didn’t want her

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jumping for the simple fact of money. We wanted her jumping because she really wanted to be part of
the team. And she decided to make the leap. She came back with a counter with us and we accepted
the counter, after a day, we asked her to take a day and talk to her husband. She took a day to talk to
her husband, came back and offered her counter. She started last week.

That whole process took approximately between the time we ran the first ad and the time she started,
was approximately 8 weeks. So anything I said that threw you off or you weren’t expecting or you have
any questions about?

Don: Group interview, you’re talking about other people at your shop? Is that what I’m
understanding?

Rich: Yep, yep, yep. That is what I’m saying. Now I’ve done a group interview. That’s a good
question, I’ve done a group interview the other way. Okay? I’ve done a group interview the other way,
and it’s often times on a hiring—the reason I asked the question earlier about do you want this person
to be a phone person or an admin, the moment you said you wanted them to be admin, again, because
they’re going to do admin stuff for you, means you need to have a different skillset. If you wanted
them to be phone person only, and they were going to be call center like people. Where they were
making—handling in-bound calls and make out-bound calls, I often times run group interviews for
them where I’m actually interviewing a group of them at the same time. The reason I do that, is
because that tends to be the demographic of employees for whatever reason, that don’t show up to
the interview. And they won’t jump through a lot of hoops. So what I do is I cut that process short. I do
have them leave a voice mail, but then I invite everybody who left a voice mail that speaks English and
is clear, I invite everyone of them to group interview at 7 o’clock at night on a Tuesday.

And I interview all of them at the same time. But I wouldn’t recommend that in this case, because you
are going to have this person do admin stuff, make sense?

Don: It does.

Rich: Okay, what other questions? Anything?

Don: As far as the Jay Henderson—I’m going to send you an email for the ad and I’ll ask you
for his information as well.

Rich: Sure. Yeah, absolutely. Anybody who wants Jay’s information just let us know. We’ll
send it to you, now that I’ve said this, Jon’s probably—I didn’t know I was going to get this question,
but Jon will probably put something together for you and send you a form or something and we’ll take
care of it, no worries, just send us the email at [email protected], we’ll take care
of it from there.

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Don: Richard or Rich?

Rich: Richard, this way Jon and I will get it.

Don: Okay, thank you.

Rich: Alright my friend, enjoy the day thanks for your question. I’m going to have to say
goodbye to you and I’ll say hello to somebody else, because I’ve got some people in line.

Don: Thank you.

Richard: You’re welcome. Alright. Hello, Richard James speaking.

Alan: Hi, this is Alan, how are you?

Rich: Alan, how are you, my friend?

Alan: I’m doing well, doing well.

Rich: Good, why don’t you tell everybody what your practice area is so everybody knows and
where you’re from?

Alan: Yeah Alan from Cleveland, I do personal injury medical malpractice.

Rich: Alright, how can I be of help, my friend?

Alan: So I’m actually taking the plunge and starting my own law firm—

Rich: Okay, congratulations.

Alan: Thank you, thank you. And so I was hoping for some maybe words of advice getting the
law firm up and running, what sort of things do you stress early on to make sure all the eggs are in a
row and to make sure the thing runs smoothly going forward?

Rich: Alright so you told me PI and med-mal, tell me what your goal is. Are you trying to be a
high end catastrophic illness attorney where you’re going to do million dollar cases or are you looking
to handle every type of case from slip and fall to auto accidents or are you not doing PI at all, what are
you doing?

Alan: Yeah high end stuff, that’s what I’ve done my entire career and obviously that’s what I’d
love to do but I am realistic that maybe in the beginning, I’m going to have to do some low impact auto
cases which I’ve also done in the past to pay the bills. But the goal—

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Rich: Okay, any specialty? Like as far as—are you going to do nursing homes or only med-mal
kind of catastrophic illness, what’s your thoughts?

Alan: In the past, I’ve focused on brain injury type cases for the PI side. In terms of the
malpractice side, it’s really just been—obviously because we have such big tort reform laws here in
Ohio, the only cases I take is a death or someone has their arm chopped off and that’s it.

Rich: So let’s talk about—so first and foremost, the two guys you need to run into, and you
may know them already, are you familiar with Gerry Oginski?

Alan: No.

Rich: Okay so you want to go to YouTube, most famous PI guy, med-mal, Gerry Oginski on
YouTube, go scope him out, I think it's LawyersStudio.Com but just type in Gerry with a G—I’m going to
spell it wrong, it’s a good Polish name, I think it’s Oginks and Gerry has a got a great YouTube channel
and lots of great information for PI attorneys. That’s what he does, high end catastrophic. The other
guy who does the same thing, John Fisher, are you familiar with John Fisher?

Alan: No. The only guy I really listened to in the past is Ben Glass.

Rich: Okay, I love Ben, Ben’s not—both Gerry and John were in Ben’s program too, Ben and I
are good friends, we were in a mastermind together and Ben’s a nice guy. And some of our
philosophies cross, Ben—and I just happen to be a systems and a math guy more than Ben does so—
but anyway, so John Fisher wrote a book, Systems and it’s all about how to build a system for a
catastrophic case, great book. I think I’ve got a copy. If you send me an email at
[email protected] and ask me for it, if I’ve got a copy if it, I’ll send it to you, okay?

Alan: Oh, great.

Rich: But so here’s what I would do, now that I’ve given referral gifts out to Gerry and John,
here’s what I would do. I would say—so first for me, because of your niche and because of what you
want to do, I am going to absolutely, positively have you write a book. It is going to be the first thing
that we do, it is going to be the way that we build your practice. I mean, I have everybody write a book,
like I built my business on two books, the law firm I built with my own bare hands, I built with a book.
Every firm that’s been successful that’s worked with me to this point has used a book. But you,
because of the type of practice that you are, you’re going to get the vast majority of your business
from referrals, from what I understand. You’re not going to be out there advertising because you’re
going to say no more times than you’re going to say yes when you spend advertising dollars out there.

And so you’re going to get most of your business from referrals so the best way for you to get referrals
is to have quality content. And the first way that I want you to have quality content is through what I

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call authorship, celebrity and expert, and we achieve that by using the book. I know it sounds simple, I
know you’ve heard Ben Glass say it or anybody else that’s been in this industry for a while say it but
the reality is not as many people are writing them as you think they are and those that do write them,
many of them don’t know what to do with them after they write it. And so here’s what I want you to
do with it, I’m going to be a quick down and dirty, you ready for this?

Alan: Yeah.

Rich: Alright first thing I would do is I would write my book, I would have them print it up and
I would go out and buy holders that would hold like 10 of them, you can get them online. So you can
have the book printed at Create Space and you can get them online. And then I would take those 10
books and I would take my—and I would send a letter out to all my referral partners who I’ve gotten
business from in the past. I’d make a list of everyone I’ve ever done business with, you’ve been in—
how many years have you been in practice?

Alan: Six.

Rich: Okay so you’ve done—I’m assuming you’ve had a fair amount of referrals throughout
the years, yes?

Alan: Yeah, I mean, that’s why I’m going out on my own, I get so many referrals and it doesn’t
make sense to pay other people.

Rich: Alright so eventually I’m going to have you build new referrals in the beginning, I want
to get referrals from the people we’ve already got. So what you’re going to do, you’re either going to
pick up the phone and you’re going to call them, you’re going to send them a letter, you’re going to
have somebody else pick up the phone and call them, I don’t care, but you want to get permission to
know when they’re going to be there and you’re going to stop by. Now personally, I like a really nice
box of chocolates, Godiva is fine, I use a company called Schakolad, that’s who we use as a company,
Schakolad, they’re out of Nashville, Tennessee, it’s spelled Schakolad, but really nice chocolates.

And you’re going to get your 10 copies of your books and I want you to walk in with the really nice
chocolates wrapped with a really nice bow and your 10 copies of your book and I want you to say to
Mr. Smith, Attorney Smith, “Hey I just wanted to stop by and say thank you for the business you’ve
sent me in the past, we really appreciate it. I want you to know that I’m going off on my own, I want
you to know that I’ve taken my business seriously and I’ve actually put together all of my thoughts my
referral partners have had and clients have had about the cases that they’ve gone through and I’ve
created this book, The 21 Things You Must Know About Brain Injuries, if that’s how niched you want to
get. If that’s now niched you want to get, you can do it. But it may not be, you may want to have—it
may say catastrophic illness, it may say medical malpractice, it may say something else but whatever

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you come up with a book title, and you’re going to tell them that you’ve written this book and you
want to give them 10 copies so that if they have clients that come through there and they need to
refer them to you, you can just give them a copy of the book if they have any questions.

Now do you think that referral partner who’s sent you business in the past would be willing to take
these 10 copies of that book if they’re nicely positioned in package that’s easy for him to hand out if he
wants to?

Alan: Yeah to a certain degree as long as it doesn’t interfere with what they’re trying to get.

Rich: Fair enough. So it can’t be seen as a competitor, right?

Alan: Right.

Rich: Yeah but not every one of your referral partners is attorneys—and maybe they are, we
may have to work on another referral partner on the list but you want to make sure you—which is why
I like the idea of you positioning your book with copies that doesn’t interfere with them. If it does,
some may not take it because it may seem like a competing factor and if that’s the case, then that’s the
case. But that’s not going to be the bell curve, that’s going to be the outlier, agreed?

Alan: Right.

Rich: Okay so the bell curve is we’re going to say thank you, we’re going to hand out the
book. That’s the fastest way to let people know you’re in business for yourself, let people know that
that’s your business card and from there, you’re going to be looking to use the book in all sorts of
other places. There’s a good six solid book strategies out there, I just gave you one that’s good old
fashioned shoe leather. John Fisher, if you talk to him, the next best thing that you’re going to want to
do is you’re going to want a newsletter. If you look up John, he’s going to tell you without a doubt, you
can get on his list, I’m sure, and he’s going to want you to have a newsletter, a printed newsletter that
is sent out to all of your referral partners and potential referral partners. That is how he has built his
business. Now all that aside, I’m familiar with what it costs to work up one of these cases so I’m going
to caution you that you’d better either have access to a long line of credit or access to a pile of cash for
you to do that. I’m assuming you already know that, yes?

Alan: Yes.

Rich: Okay—so—because you know, I have to say it because I want to make sure I don’t put
you into business, get a you a whole bunch of business and now you can’t afford to—

Alan: I understand.

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Rich: Alright, good, anything else I can help you with? Otherwise I’m going to say thanks and
jump onto the next call. Did I give you good answers to how to get started?

Alan: You did, thank you.

Rich: You’re welcome, my friend. If you want that book, send me that email, I’ll get you a copy
of John’s book, I’m sure I’ve got a copy laying around.

Alan: Gotcha, thanks.

Rich: You’re welcome, Alan, have a great day.

Alan: Thanks, you too.

Rich: Alright let’s see. How about another caller here? Again, for anybody who just came on
the call, I see a bunch of new people, this is Richard James, we’ve got an open mic call today and we—
all you have to do is press *2 to be raised to the top of the line and we will answer any question you
have about your practice. And I’m just doing my best—okay I did it, good. And I’m going to bring
somebody else on, it should tell you you’re unmuted. Hi, Richard James, who am I speaking with?

Howard: Hello.

Rich: Hello.

Howard: Can you hear me?

Rich: I can hear you, can you hear me?

Howard: Yes, nothing changed on the phone so I wasn’t sure if you had selected me.

Rich: You know, modern technology, you can’t win with it, you can’t win without it, I guess.
What is your name, my friend?

Howard: My name is Howard Spiva, I practice law in Savannah, Georgia, I’ve practiced here for 30
years.

Rich: Nice. What’s your practice area, is it general or specific?

Howard: Only personal injury and Ben Glass had given me your name—

Rich: Oh that was nice of him.

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Howard: I’m very much into marketing and cutting edge ideas, I’ve even spoken many times at
everything from Piedmont to other organizations about some of the marketing things that I do. I do
only catastrophic personal injury, 20 years ago I had 500 cases, 10 years ago I had 100 cases, now I
keep less than 50 and I’m hoping next year to have less than 20 with my long term goal to be at 10
cases.

Rich: Okay so I’m guessing you do know who John Fisher is and Gerry Oshinksy is.

Howard: Absolutely, I’m on a first name basis, I know Gerry very well. I’ve been to every one of
them from Atticus to—I’ve been in all their market master marketing associations and groups.
Currently—I mean, years ago, I was on the back cover of the phone book, I did TV, I did billboards. For
the last 15 years, I do no advertising. One of my greatest—one of my largest—aside for being in
practice 30 years and getting verdicts, one of my biggest things was I started a charity back in the
1990s to give away helmets for kids to wear, and child safety seats and our charity is really well known,
we publish books, we are in parades, we have events every week. Everybody knows me as the kids’
lawyer or the helmet lawyer and I have a—I’m blessed that I get a lot of good cases to choose from.

But here’s my question, I learn from everybody, I’ve learned lots from Ben, I’ve learned lots from Ken
Hardison, I’ve learned lots from the Atticus folks and I suspect I can learn lots from you. I’m always
trying to get better and learn new things. For someone who has an existing practice who wants to do
what my goal is, and that is to limit the number of cases even more, I want to improve the quality of
cases that I get. What kinds of things would we do—I know you’re on a conference call and I don’t
want to take a bunch of your time, but if I were a new client, what would we have to do, would we
have to spend X number of hours together, what do you need to know from me? Kind of just give me
an idea of what kinds of things you do for clients.

Rich: Yeah I’m not going to pitch you, I don’t—that’s not the point of today’s call. While I
appreciate you giving me the opportunity, let me just tell you, I’ll take you down my mind frame so I
can give you some ideas but our program—today’s not about me pitching you on how I can help you
necessarily—our program is designed to get. We’re results people so if you want to know more about
the program, we can talk about that offline. But for the purposes of the answer to your question,
here’s what I would do. So first I have to know some data. So for me personally, I can’t give you advice
until I know where you’re at. So how many team members do you kind of—are you operating like John
and Gerry where you’re doing it all on your own or do you have team members helping you?

Howard: I have a lawyer who shares space with me who I refer some cases to. I have two lawyers
that work for me, four paralegals and a total staff of 12.

Rich: And how many new calls, requests do you get inbound a month?

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Howard: I get anywhere from two to five calls a day and probably another 10 cases a week off of
social media.

Rich: Okay—

Howard: Of those, we’ll take one.

Rich: Right okay and when you refer them out in Georgia, can you easily get referral fees or
can you just give them away and you can’t do anything with them?

Howard: We get referral fees.

Rich: Okay so you have a referral fee practice that you’re building, and that’s a robust part of
your practice and you’re tracking those leads and how they’re panning out and what their case values
are and what’s happening with them, do you have a system for that?

Howard: Yes, I use Needles software to track all my cases. As a matter of fact, when I started in
1984, I had a program called Open Access that was the closest thing to Windows at that time and I
have every phone call that’s ever come into my office tracked.

Rich: Alright, fantastic, you’re a man after my own heart—

Howard: But of course, somebody calls you and you say, “How did you get my number?” And
they’ll say the TV and you say, “I haven’t been on TV in 10 years.” I mean, it’s as reliable as you can
expect.

Rich: Yeah well that’s why we use tracking numbers so we know—so that firm that I built in
Phoenix, we had 175 tracking phone numbers. So they would automatically get fed into Infusionsoft
and they would tell me exactly how many calls came in per phone number so when someone who said
they called me from TV but they dialed the number that was on the internet, I knew where they came
from. We even knew which landing page they came from. That’s a separate conversation. Okay so
now, of the one you keep, the other ones you’re giving out and you’re tracking those really tightly so
you know what the conversion rate is on those. How good are the attorneys that you’re referring the
business over—do you sign them up and then send them over or do you just send them over to that
other attorney over the phone, how do you do it, the referred cases that you get? The cases that you
get that you refer over.

Howard: If it’s a red card, blue card, they went to physical therapy or chiropractor, sometimes it
just doesn’t meet my criteria, I send them immediately over to their attorney. If it’s a case that is a
good case but it’s just not quite big enough, we get it, sign it up and then bring the other lawyer in so
that we keep that client contact.

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Rich: And should I assume you’re already using books in your marketing?

Howard: Yeah I have a couple of books, I probably don’t normally use them, I don’t maximize the
use of them. Like a lot of times I’ll call into radio shows and I’ll offer my books on the radio show or
something. I have given them to referral sources but I don’t do it as I should.

Rich: Okay yeah so without taking an hour or two with just some general questions that I’ve
asked so far, based on the fact that you’re getting two to five a day plus an additional 10 from social
media and you’re taking one a week, first of all, I would want to make sure—step one is I’d want to
make sure that all of that referral tracking and I know exactly what’s happening with the cases when
I’m sending them over there and which ones are breaking and which ones aren’t so I can find which
referral partners are good partners for us because there might be some that are better than others and
if you have that dialed in, great, but I would make sure that that’s dialed in because I think that’s a real
revenue stream for you that you’ve already mastered the marketing, you might as well leverage your
power. You’re basically in a tollbooth position and I would leverage that.

The second thing I would do is if you want to raise your case value in a PI—in any situation but
specifically in this situation, just like I was giving Alan the advice of when I kept asking the question
what type of cases does he want, and he said he’d really like to do brain injury cases. Well you know
Gerry, Gerry will do a video on a brain injury and he’ll get a brain injury case because he’s got a video
on brain injury, right? And just because he has it and nobody does. So if you find that you know what
case types you really want, I’m going to suggest—and oh by the way, we recognize that you’re not
using the book to its fullest potential, I would argue if you’re not using the book to its fullest potential,
it’s only because you’re not quite sold yet on its ability to accomplish the goal or you’re just so busy
you don’t have time, one or the other.

But I would suggest first and foremost, identifying clearly the niche we want to go after, I would
absolutely write a book specifically to that niche. So if you want brain injury, I’d write a book about
brain injury. If you want truck accidents, I’d write truck accidents. If you want dismemberment, I’m
going to write a book about the truth about that, I don’t know how I’m going to write that book but I’m
going to write it. And so I’m going to create a book that for each practice area that I want—and then
I’m going to go about marketing those books to all of my referral sources, all of my past clients and I
may even, depending on my marketing budget, I may even use it in media sources depending on how
targeted we can get with the media, which is a whole set of other questions to try to position myself
and be willing to pay for cases but only good quality cases, recognizing if a traditional PI case to a
traditional PI attorney costs them about $1,000 to acquire, or $1,500 to acquire, yours may cost you
$10,000 to acquire. But the case value is so significant on it that I’m just guessing that you’re okay if it
costs you $10,000 to acquire, is that correct or incorrect?

Howard: That would be correct.

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Rich: Yeah so for me, it's math, it’s narrowing, it’s niche-ing and then of course, because I was
raised a German, I’m—my grandfather wants me to take advantage of every single nickel, I want to
make sure the business that’s already coming through the funnel for you is being maximized. And that
would be what I would use to fund anything else that I did. That’s how I would do it, that’s really quick
advice but that’s how I would start anyway, would be narrowing my focus.

Howard: Okay. I appreciate that, we’ll talk more, thank you for your time.

Rich: You’re welcome, my friend, enjoy. Savannah, Georgia is a great place, I love it, I had
family there for years and I love visiting. So I haven’t been there in a long time, maybe someday we’ll
see it again.

Howard: Come on by, let me be your host.

Rich: Very good, have a great day.

Howard: You too.

Rich: Alright, let’s keep going. Couple more people in line, I don’t know if we’ll get to
everybody or not, we’re going to try. Alright so this one is ending in 1805. I just opened up 1805 I think.

Andres: Hey, Rich, it’s Andres, how are you doing?

Rich: Andres, how are you, my friend?

Andres: I’m doing well. I’ve got—well I don’t know if it’s a quick question, I think it’s a quick
question, you’ll tell me. I have a new associate starting next week, wanted your thoughts on how to
quickly get him up to speed. This is his second career, so he’s relatively new to law, only passed the bar
about six months ago.

Rich: Love attorneys with law as a second career, my favorite kind. They were trained how to
work.

Andres: Very successful guy, doesn’t really need to work, he’s also a Hispanic pastor and you
know that’s exactly my target audience so I’m very excited about him coming aboard.

Rich: Now criminal or immigration?

Andres: Well he’s going to be doing both.

Rich: Sorry everybody, Andres is a member of our Partner’s Club program, I know what his
practice area is so I jumped. So Andres, tell everybody who you are and where you’re from, sorry.

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Andres: Andres Mejer, Long Branch, New Jersey, Immigration, DUI and family law as well, we
concentrate on.

Rich: Okay and this gentleman is going to go both?

Andres: Yeah, immigration and criminal.

Rich: Now we talked about criminal on one of our other calls, is this that associate who’s
going to start to fill that role?

Andres: Well he’s going to start out—look, initially, my intention was he was going to be in
essence, my grunt, he was going to do all the lower level cases and get started on that. Given his
extensive experience in other areas, I’ll have to see how to best position him. Even though he’s a
better speaker than me, I know we don’t want to rent out celebrity status, I don’t want him speaking
for me but perhaps he can introduce me, that’s probably the way we’ll go about that. But the initial
idea was the simpler immigration cases, the court appearances, at least the beginning traffic and some
of the DUIs, that he would relieve me from court so I could then concentrate on the fun stuff, building
the practice, focusing more on John Fisher Systems, which is a book by the way, I highly recommend.
That was the idea. Now I’m going to figure out how to best use his other skills and that’s a learning
curve.

What I’ve done at this point is taken these handouts and materials that I’ve accumulated over the
years, organize them by category and the first week or two, that’s pretty much what he would be doing
and then shadowing me when we go to court. But besides that, I’ve never had a training manual before
that this is our first effort to do that but I did want to get your thoughts about how to quickly and
efficiently bring him up to speed.

Rich: Okay so quickly, not so sure about, efficiently—well let’s say as quick as possible, the
fact that you don’t have a training manual means that’s great, this is a perfect opportunity to create
one and because he’s so bright and because he’s so experienced, we’re going to let him create it for
you. So what’s going to basically happen is, here’s what we do, we have our—so we’ve organized all of
our information—well okay, admittedly, we’re a little bit more organized with this than you would be
because this is the business that we’re in, right? So we have information so somebody who comes into
our world, Sandy, she came into our world, her job—part of every day, she has to watch all our videos.

So the week before she started, she goes, “Hey, I’m getting ready to start, I want to know if there’s
anything I can do to get up to speed.” And my answer was—and Jon laughs at me, he’s like, seriously?
So my answer was, “Yeah, go to the website and watch every video on the website and at the end of
every video, type up a summary of what you thought it was before, what you know it is now and if you
have any questions about what it is I was teaching.” And Jon’s like, did you really just tell her to do

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that? I go, no, no, I didn’t tell her to do it, she asked me if she could do anything and said she could do
that, there’s no mandate for her to do that. But that’s what we do with people when they come in—
when anybody new starts, they come in and watch our videos and type a summary about it.

So we use the summaries, and to build the questions around after they watch a video; we’ll use those
to build further training manuals. So for you, have him read or consume the CE, continuing education
or CLE information, and then have him create questions around it, you need to set—you can’t assume
that he’s going to do this full time like all day long because the problem is, he’ll get burned out and
he’ll start glossing over it. So you need to kind of give him a break, you need to be a couple of house of
the learning with a scheduled half hour with you with questions to discuss it and then a couple of hours
working with you either in consults or at court or whatever and you’ve got to do your best—I know
your day is erratic but you’ve got to do your best to schedule it out. And then the thing that you said
that was best was side saddling you all day long, riding shotgun with you all day long in your car, in
court, in the consult, the whole nine yards.

And remember, the mentoring process is this, you sit at the front of the desk, he sits at the side of the
desk—if we’re looking at a conference table, you sit at the head of the table, he sits at the side of the
table, the client sits next to you, you talk to the client, the mentee watches. That happens for a period
of time whether it’s 10 meetings or five meetings or 20 meetings, depending on how complex things
are, then—and at the end of every meeting, you have to build 10 minutes or 15 minutes for you and he
to have a conversation about every one of them so that he can start to take notes and he’s supposed
to take notes and you tell the people you’re meeting with he’s there to take notes. After that, you go
through that five, 10, 15 or 20 of them, then you tell him that you’re going to sit at the side of the
meeting, he’s going to sit at the head of the meeting, he’s going to run the meeting and you’re going to
be there to just watch it go through.

Now I understand in court, that’s not as easy but it still has to happen and then he’s going to run it and
you’re going to watch and if he makes a mistake along the way, you’re going to gently steer him back
without embarrassing him and then you’re going to meet afterwards and then you’re going to discuss
what he did wrong or what he did right. Hopefully a bunch of stuff right as well and then eventually, he
sits at the front of the table, you sit at the side of the table, you don’t say a word, you make sure he’s
doing it correctly and then you leave. And the way you repeat this process is now he becomes the
teacher trained by you and somebody else starts sitting at the side of the table because as you’re
growing, you’ll need somebody else to take off, right? So that’s how that happens and so a
combination of him typing up summaries and riding shotgun with you is the way to accomplish that
goal as fast as possible. That’s how I do it, that’s how our firm was built and I think it’s how your firm
will be built as well with this guy. And I’m excited for you because this is what we talked about.

Now by the way—don’t overestimate just because he’s an amazing guy at what he does in the past,
don’t give him—like he deserves respect—

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Suite 108,
Gilbert, AZ 85296
866-509-0460
www.YourPracticeMastered.com

Andres: He can prove his way, I get it.

Rich: Yeah it doesn’t mean he gets to skip steps. Okay?

Andres: Right, I get it.

Rich: So he’s still got to prove his way here. Alright, I’ve got to run. Alright, thanks, bye.

Andres: Thank you.

Rich: Yep. Alright, moving on. Thanks, Andres. Let’s see, one more. And this is 8700, hello.

Don: Hey Rich, it’s Don Golden in—

Rich: Don Golden, how are you, my friend?

Don: I’m doing great. My question is about tracking numbers. I feel like a big part of my new
calls are coming in due to the Google Local due to my reviews and things like that and I wanted to put a
tracking number in that and I was told by my website company that I should not because Google
doesn’t like tracking numbers.

Rich: I completely agree with your company, 100% positively agree with your company. Now
by the way, Don, module eight , I go into great detail on this, okay? So you can look up internet
marketing in the dashboard, I go into great detail on this. But there are places where you can use
tracking numbers and there are places where you cannot use tracking numbers. One of the places you
cannot use tracking numbers is Google Places unless you’re creating a new place. So let’s say you have
a new citation or a new location. Yeah, new location, you can do it then.

Don: That’s we’re doing right now.

Rich: Okay so in that case, absolutely get a tracking number because you’re building your
citations from scratch with that location, alright? By the way, the way you attract your internet tracking
number is that you can’t get a new number, here’s the workaround. This is what you’re really asking, is
there a workaround? So while we’re not going to be able to track whether it’s Google Places or
somebody who sourced organically, we have a pretty good idea—when I originally set up my website
for the firm in Phoenix, I did use separate numbers for those two things because I knew we were going
to need to track it and that was in 2010 so it wasn’t as bad as it is today. Today, I wouldn’t recommend
anybody using a tracking number that was different from the website, that’s the key, by the way. The
number on the website has to match the Google Places phone number, if it doesn’t Google penalizes
you.

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 1355 S Higley Rd
Suite 108,
Gilbert, AZ 85296
866-509-0460
www.YourPracticeMastered.com

But here’s how you do it, you just take that number and you forward it to a tracking number and then
you forward the tracking number to your office. So Google still sees the main number, the people still
see the main number but when they dial it behind the scenes, it’s forwarded to your office. So you
won’t get Google Local as compared to maybe organic traffic that lands on your site but you will know
how many people are coming from Google Local and your site, let’s say.

Don: Okay, I see what you’re saying.

Rich: Does that make sense? If you drew a circle—we draw three circles, draw a circle on the
left, that’s Google Local and your website number, that’s the phone number that’s there right now,
let’s call it 1800, whatever number you’re dialing, whatever number it is. So let’s call it—it ends in
1000. Now you go out by If By Phone or Fix Your Funnel or whoever and you get a tracking number and
that’s going to be a toll free tracking number and nobody’s ever going to see it, it doesn’t matter.
What’s going to happen is you’re going to go to the company that owns your current number that’s on
your website and you’re going to say I want to—it’s either going to be call the point or it’s going to be
called a forward, one or the other depending on what you have, you’re going to say forward it and
point it and you’re going to tell them to forward it or point it to the new number that you just bought.
So that’s in the second circle.

Then in the third circle, that’s going to be your office. Normally what would happen is, your current
number would just ring in your office, what happens is you get a different phone number for in your
office and what happens is now you forward the phone number from If By Phone or Fix Your Funnel or
whatever and you forward that to the phone number in the office. Is it safe to assume that the phone
number that’s on the website matches the phone number in your office currently?

Don: No, it’s a tracking number.

Rich: Oh it is a tracking number. Okay.

Don: It is a tracking number.

Rich: Alright so it sounds like you’ve already gone a level deep, we might not be able to get
you what you want, I wish there was a way. There’s ways that people say that you can do it but I don’t
believe them and my personal experience is I’ve seen Google—if you’re right, and I believe you are,
that the majority of your traffic is coming from Google Places, and in module eight I’ve kind of proven
that, I believe that’s true as well, I would not want to risk that traffic going away because you just
wanted to track the phone number, because I think it’s a big risk.

Don: Yeah I agree, okay. That confirmed my thought.

Rich: Alright my friend, did I answer that for you?

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Suite 108,
Gilbert, AZ 85296
866-509-0460
www.YourPracticeMastered.com

Don: Absolutely, thank you.

Rich: You’re welcome. You’re welcome. Okay everybody, that brings us to the end and I think
I got through the majority, I don’t think I left anybody hanging. If I did leave you hanging, I apologize.
You can send me your questions, I’ll do my best to answer it in an email for you. Anybody who wanted
any of the resources, it’s [email protected]. It’s funny, we got two catastrophic
illness attorneys in one call, that doesn’t usually happen and I’m excited that it did, I had a great time
talking with everybody. We went through hiring process, we went through what would you do when
you’re studying off on your own, we went through what do you do when—to generate more higher-
value cases and we started talking about with Andres, how to mentor and we just talked about tracking
calls. And we did all that in an hour, unbelievable. I know, I talk at 250 words a minute with occasional
gusts of up to 500.

For today, this has been a real pleasure for me, my name is Richard James, I look forward to helping
you build your practice one system at a time. If you have any questions, again it’s
[email protected]. I look forward to talking to you again real soon. Thanks so
much, everybody. Have a great day.

[END]

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