If there is a moral vacuum, it’s your duty to step in and be a mensch – a person of great integrity. When talking with my guest on today’s show, Brandon Yosha, I was reminded of these powerful words spoken by Aaron Feuerstein, the “Mensch of Malden Hills”.
Personal injury law is not always a savory arena, but Brandon is a pretty amazing example of what you can accomplish if you are guided by a higher mission. He is a trial lawyer and co-owner and partner at Yosha Law. He’s also a former college football player. Brandon and I got to know each other through his cousin, the legendary Jay Abraham, a repeat guest here on Marketing Speak. Brandon became a client nearly a year ago. He’s more than just a client though; he has become a good friend. In this case study episode, we talk about how Yosha Law, with guidance from me and my team, has been able to utilize SEO and online marketing to achieve an astounding 23 signed cases last month. That’s a record for the firm which has been around since the 1960’s. Brandon and I talk about the principle of preeminence, which is one of Jay Abraham’s teachings, and how we together put this principle into practice in a number of creative ways. If you’ve ever wondered how pursuing profit and doing good can go hand-in-hand, you need to listen to this episode—it’s truly inspiring. So, without any further ado, on with the show!
In This Episode
- [02:25] – Brandon explains how a personal injury law firm operates, including its key performance indicators.
- [03:46] – Brandon talks about Jay Abraham and the learnings and principles he acquired about the marketing world. He and Stephan also talk about the preeminence principle.
- [06:16] – Brandon and Stephan exchange gratitude for one another as they discuss their shared mission and how they became partners and friends.
- [13:04] – How does Brandon distinguish himself by doing good and helping humanity? He shares how he shows love and care to his clients.
- [22:13] – Stephan shares a video he watched about the Mensch of Malden Mills, prompting Brandon to emphasize the importance of having the right partners or team to effectuate change.
- [28:09] – Brandon discusses the significance of creating remarkable content and the key performance indicators for success in their industry.
- [46:00] – How to create a better user experience?
Brandon, it’s so great to have you on the show.
Great to see you, Stephan. Thank you for having me.
We want to make this a bit of a case study and just put everything out there, what’s not working, what was working, what situation needed to be solved, and some of the most effective things that helped take you to a new level in your online presence. If we could start with a little bit of a background on what it is that a personal injury law firm is most interested in, the key performance indicators and how competitive it is out there. Just give us a bit of the landscape that you’re operating in online.
It’s very competitive. Indianapolis is a major metropolitan city in America. I think it’s the 20th largest city in America, and it’s competitive to rank highly for those coveted keywords—car accident lawyer, personal injury lawyer, slip and fall lawyer, truck accident lawyer. There are only, as you know, so many spots. It’s competitive, and it’s gotten more competitive over the past, I would say, even four or five years.
A lot of the firms that traditionally would advertise through television have transitioned to digital marketing. If you see a law firm on television, you are still going to Google a car accident lawyer after you’ve seen that firm on television. You still have a chance to be seen before someone makes that final decision. It’s very important for personal injury lawyers, and it’s just essential to your success.
Now you have a bit of a leg up because you’ve learned from one of the best marketers on the planet. Do you want to share a bit about that?
I think you’re referring to my cousin, Jay Abraham, who is the godfather of marketing and just an amazing mentor, friend, and family member. He’s helped me every step of the way. He’s very close to my father. My grandfather’s brother was Jay’s dad, so that’s very close.
Our family came from Monastir in North Macedonia, came to America, and my grandpa started a grocery store in downtown Indianapolis. My cousin Jay and his dad just made an honest living. Then my dad became a very successful trial lawyer, and Jay became Jay Abraham. They are both amazing people, and there’s a reason why they’ve succeeded.
Jay’s world-renowned. No one in our family, aside from Jay, is world-renowned. My dad has national recognition, but he isn’t world-renowned. Jay’s in China two months out of the year. He’s speaking all over the world. He was so gracious to spend time with me, and I got the family discount of $0. It’s usually $50,000 or $100,000 an hour, but he would always work with me gratis.
We talked about preeminence, and we talked about how preeminence isn’t just about being the best at what you do. It’s about being the trusted advisor in your particular industry and being the go-to for the service that you provide. There being no number two.
I love the aspect of his preeminence principle where if your prospect is better served by being sent to your competitor, it’s your obligation to do so, and that’s just the right thing to do. It’s not just an obligation. It’s the moral, ethical thing to do. What a great principle to put out there in the world.
Then never oversell. We talked about the different ways to elevate our presence online and throughout the state. Obviously, he harped on word of mouth and referrals, making sure you’re getting business from your past clients. He also talked about SEO, and then he talked about Stephan Spencer, who wrote the book on SEO and is the go-to in the world. He is world-renowned for SEO.
He said, “Brandon, this is who you need to study and when the time’s right, I will introduce you, and you can meet with him.” For about a year, I worked with an agency, and I don’t want to disparage them. They did a decent job, but there were a lot of shortcuts that they took, and it wasn’t something that was sustainable in the long term. It was short-term gains, and it wasn’t done the way that we do things now.When you see an injustice or a law that you find unfair or unjust, you must take measures to correct that injustice or law. Click To Tweet
I was looking for a partner. I didn’t have a partner. I had a company that was working on our behalf and getting us modest results. Jay had an email that he pushed where he was doing a five-hour-long segment with Stephan Spencer, the author of The Art of SEO. I took that opportunity, and I sent you an email beforehand. I said, “Hey, here’s our website. If you want to analyze it during the session, that’d be great.” You were gracious enough to go through before the segment and analyze our site.
Then I think it was the second website of the many that you analyzed live that day was ours, and it was extremely informative. I knew that we needed to partner because I was getting short-changed. I met with you about two days later, and the rest is history. We’ve been together for about a year, and I truly view you as my partner and friend.
Likewise, it’s such a pleasure and such a gift to work with you and assist you and your team. One thing I learned from a class that has nothing to do with business was a spiritual class. I learned the concept that you don’t have clients; you have your assigned group.
If you think about that, if you’re destined to work with certain people, certain companies, and organizations and change their destiny, it makes total sense that you would not need to do the Gary V kind of hustle to bring them in but be just more cool about it, just work with God, allow this to happen, and not get in your way.
It feels like that’s what’s happening more and more in my life, business and so forth. I know that God is my business partner. I know that I’m being looked after. I know that synchronicities are happening right and left. You’re such an important person in my business and my life, and my mission.
I want to garner more clients and an even stronger presence in the SEO world because I want to help more people.
I just knew I had to have you on this podcast to talk about this because it’s not typical that in an SEO company, you have clients with this kind of relationship where it feels like we’re part of each other’s soul family. It probably sounds corny to some of our listeners, but I just wanted to put that out there if it’s something that’s meant to be, it will happen. Unless you totally sabotage yourself, it’s going to happen.
Our shared mission together is to help people. I’m helping amplify your mission and vice-versa. I think that’s a beautiful thing. I just wanted to get your take on that.
You took the words out of my mouth. I think we share the same mission of making the world a better place. When you have a strategic partner who’s also a friend and a mentor that shares that same goal of making the world a better place, you’re destined to do great things.
I truly want to garner more clients and garner an even stronger presence in the SEO world because I want to help more people. Just like you, I truly believe that you want to help as many people as you can with your knowledge and your expertise which is second to none in your field. It’s been a great partnership.
Let’s talk a little bit about some of these world-changing kinds of helping humanity–type of initiatives that you’re working on, such as Norah’s Law, such as the book, and just a sense of how you’re not the typical personal injury lawyer.
I’m not going to use any disparaging terminology that you hear out there in the world, but there’s a lot of maybe prejudice, maybe it’s just assumptions that people make about lawyers that get paid by the winning of the case and its contingency, so everything’s at risk. Let’s talk about that.
It doesn’t certainly help when you see personal injury lawyers standing on top of a truck, waving a magic wand, and a settlement check magically appearing. It doesn’t help when you say, “call me. It’s just that easy. I’ll get you money fast.” Those types of advertisements, they don’t help our profession. Jay told me this. He said, “Brandon, you need to just distinguish yourself and separate yourself from that crowd as quickly as you can.”
My dad has been in Best Lawyers in America every year since 1983. He did that, but he’s a dinosaur. He hasn’t been in practice for about ten years now. He works sparingly on cases. We had to reestablish our brand and our reputation.
We needed to inform people of the difference between a lawyer on TV waving a magic wand and a lawyer in the courtroom not being part of a settlement mill because of the insurance industry.
We quickly realized that we needed to inform people of the difference between a lawyer who’s on TV waving a magic wand versus a lawyer who’s in the courtroom trying cases, getting in front of a jury, not settling cheap, not settling quickly, and not being a part of a settlement mill because of the insurance industry, that’s honestly what they want. They want a lawyer that’s willing to settle quickly and to burn and churn. They don’t want a lawyer that’s willing to go the distance for the client.
That’s a very important distinction that a lot of lawyers and law firms out there are, as you said, settlement mills because that’s the most cost-effective approach for them, but it doesn’t get the best outcome for the victim.
That goes back to preeminence as well. You’re not serving the client’s needs. You’re not even coming close to making the client whole by settling very early on in the case. That was something that we focused on early in our brand script that you and I worked on in telling our story of why us.
We’ll get to the brand script in a minute, but let’s talk a little bit about some of the things that are over and above even a typical law firm that goes the extra mile for the client and goes to trial much more often, like you’re trying to put through a change in the Indiana law. You’ve got a book that’s coming out soon. Let’s talk a bit about how you’re really distinguishing yourself by doing good out there in the world.
I believe as a lawyer, you’re in a position to effectuate change. When you see an injustice, or you see a law that you disagree with, that you think is unfair or unjust, you have a duty to take measures to change that law. When you have a client who you truly care about, who you love, who you see yourself in, and who you relate with on a human level, you are even more compelled to effectuate change when that person’s been the one that’s affected by the law.
You were referring to Norah’s Law. We have a client. Her name is Lindsey Owens. She called me in January of this year and was in a car crash. Her daughter was in the backseat. Her name is Norah. Their car broke down on the highway, and she got over as far as she could into the left lane. Most of her vehicle was in the emergency exit lane on the left. It’s a two-lane road headed north.
As a lawyer, you’re in a position to effectuate change.
For about 10 minutes, cars are going by safely and moving over. Then a truck is going about 78 miles an hour at impact and never once applied his brakes, strikes the back of Lindsey’s car and Norah’s in the back seat. If you see the photos, the car flipped six times, and the entire right half of the car was missing.
Norah was hanging upside down, and she was purple and blue in the face. Lindsey, as soon as she regains consciousness, looks back and sees Norah, her baby girl, her three-year-old girl who was just a few weeks shy of her fourth birthday, who was the love of her life, gasping for her final few breaths on this earth.
If that doesn’t light a fire inside of you when you hear that story, then you’re not a human being. I heard that story, and I told her, “Lindsey, I’m going to do something about this.” Then I met with Jory, Norah’s father, and I told Jory the same thing. “I’m going to do something about this.”
If that was a cop, or an ambulance, or a firetruck, and they got hit on an emergency exit lane, at least in the state of Indiana, and they died or sustained a catastrophic injury, it would be a level six felony, and an automatic two-year suspension of your license.
When it’s a non-emergency vehicle or when it’s a three-year-old, beautiful, innocent little girl in the backseat of a car in an emergency exit lane, it’s not even an infraction. That is what I’m determined to change. We have state senators and representatives that we’ve spoken with, and we’ve made great efforts and progress in effectuating Norah’s law.
I believe that we will be able to pass it by 2024. It’s recently just been passed in Maryland. All vehicles, not just emergency vehicles, are protected in Maryland, and that was passed in October of 2022. That is one of our strategies for the legislature. Maryland just did this. They just made their roads much safer, and Indiana can do the same, and we need to protect the next Norah Owens.When you have a strategic partner who shares your goal of making the world better, you are destined to do great things together. Click To Tweet
I’m not the ambulance chaser. That’s not what gets me up in the morning. Norah and her legacy are what gets me up in the morning and those types of cases. I’ve shown you this before, but I keep a pair of Norah’s socks in my office desk drawer. I’m at my house now, but I look at her socks once a week, and it reminds me why I’m doing what I’m doing, why I appear on television, talking about Norah’s Law, and why I’m writing a book that’s partially dedicated to Norah’s law.
I see my family. I’m not a parent yet, but I know I will be. When I envision my three-year-old daughter in the backseat, helpless, afraid, and shivering on the side of the road in January when my car broke down, I feel helpless too. I can’t get out because I know that they tell you to stay in the car. Minutes later, I get hit by a truck going 78 miles at the impact on its way to work. My car flipped six times with my daughter in the backseat. I know how I would feel. I can’t imagine how she must feel. That’s what gets me up in the morning. That was a long-winded answer.
I recently watched a video about the Mensch of Malden Mills. Have you heard of this guy? A beautiful, righteous man, Aaron Feuerestein. It was back in the 80s. His factory, which dates back to the early 1900s, Malden Mills of the family textile business, caught fire just a couple of weeks before Christmas. It was actually 1995. The whole factory was burned down to the ground. There were thousands of workers reliant on the factory and the company for their livelihood.
He could have taken the very large insurance check of hundreds of millions of dollars and retired. Or rebuilt a new factory, but not in Massachusetts. Instead, somewhere down south—maybe Mexico—where it would’ve been much cheaper labor and much more profitable for him. But he didn’t.
He paid all of his workers for three months, and he rebuilt the factory. It took almost a year, and 80% of his workforce came back to work for him. They treated him like a hero, like family. Their productivity went up 40% just as a thank you that he took care of them.
He got lots of news coverage back in the 90s for doing this. He got on 60 Minutes and everything, but then for 25 years, nothing. Didn’t do any interviews or anything after that. Shortly before he died at age 95, this guy interviewed Aaron. I watched that video, and it was really touching.
One of the things that stuck out for me from that interview was I don’t remember the Hebrew that he said, but the translation was basically he learned from his faith that if there is a moral vacuum, it is your duty to step in and be a mensch.
He could have done something good by rebuilding a factory somewhere else that was more profitable. He could. That’s better than just taking the money and retiring.
He could have rebuilt the area that it had occupied before but not paid all these workers through the holidays and several months after. It’s like, “Okay, you guys are going to have to figure out what you’re going to do for the next time period until we can hopefully rehire you.” He could have done that, but he didn’t.
He went the extra mile and then the extra mile on top of that because that’s the right thing. When you represent the client, the victim, it’s not just about getting them the best settlement. It’s about doing right in the world. Hey, let’s turn this into a law and save some lives in the future. That’s a mensch.
Thank you for sharing that. I wasn’t familiar with that, but it’s also for the client, just like it was for the worker. I’m sure the client appreciates it more because it’s not really about the money for Lindsey and Jory. It’s about their daughter’s legacy.
They don’t want anyone to hurt as they hurt, and it can be avoided. It’s not a law. It’s not in the conscience of our society, at least in Indiana, and it’s not something we’re aware of. I see every single day when I drive on the roads, a non-emergency vehicle in an emergency lane with its hazards on, and people just don’t even slow down, just keep on going. Don’t even attempt to move over when they’re on a two-lane road. I hope that’s going to change.
When I work with someone like you, I have the ability to effectuate change. That’s just another benefit to having the right partners and the right team assembled.
It’s not remarkable content if it’s not truly serving someone, not engaging, and not meaningful.
I believe that we all have an incredible ripple effect that we put out into the world that even spans universes in the multiverse. I believe that with every fiber of my being, our thoughts, words, and deeds have an immense impact, much more than we realize until we are done with this life, so just be a mensch. Just be a mensch.
Let’s talk about the brand script and the redesign, how that all fits into your preeminence, positioning, and reach so that you can make the impact because that wasn’t something you were necessarily signing up for. You didn’t even know that you needed it or wanted it when we started working together.
The results speak for themselves. We looked at our site, and there was just so much cookie-cutter vanilla content, and none of it was remarkable. None of our content was truly remarkable. That was something that you harped on me and drilled into me. You can’t put together hundreds of pages, thousands of words, and keywords stuff if it’s not remarkable content, if it’s not content that’s truly serving someone, if it’s not engaging content, and if it’s not meaningful content.
That was a huge miss with the former SEO agency we were with, and you opened my eyes to it. Once we started writing meaningful and engaging content, content that could truly help someone by reading, we took off pretty quickly. But before we got there, before we started writing meaningful content, we took the time to do a brand script together.
Basically, what the brand script involved was understanding who the villain is, who the client is, how you can serve that client, and making it really about what the client wants, not what you provide.
The brand script is made to understand who the villain is, who the client is, and how you can serve that client.
The client is the hero, and you’re just the guy. You’re Obi-Wan Kenobi, and you’re not Luke Skywalker. Your visitor, your prospective client, is Luke Skywalker, but they have not yet gotten the call to arms, the call to action to do so yet. You’re helpful in that way of getting them into that heroic position and doing what needs to be done.
If you look at our old site, it was all about the attorneys in our firm. It had nothing to do with the client or what they were going through. It was keyword stuff, and it was vanilla. But when you look at our site now, I hope you would think that it’s almost all about the client, what the client is going through, how they can be the hero, and how they can prevail against the villain.
Just to give credit where credit’s due, this concept of a brand script comes from the book, Building a StoryBrand by Donald Miller. It’s a fantastic book, a fantastic framework that he provides, the SB (StoryBrand) 7 Framework, so we were applying that.
Yup. That was very important. We’re both perfectionists. We both really get stuck into every single sentence and every word. We made sure that we told the story right.
That’s something that’s unique because the former SEO agency I was with was like, “What’s your login information? What’s your WP Engine login? What’s your WordPress login? We’ll take it from here.”
With you, I was hiring you, and you were putting me to work and having me do the things that I was accustomed to never really doing. But I’m so thankful that you did because even three months after we did that, we reaped so much reward by getting so many new clients. Now, a year later, we are at the very top of our practice area in our geography.
The KPI for success in your industry is the number of signed cases per month from whatever the marketing channel is. You’re just about at all-time records, right?
Yeah. Just this month, we are at 16 signed cases. It’s December 22nd, so we still have about nine days.
Wow. That’s outstanding. That’s a big, big deal.
Yeah, and every case has to meet certain criteria. They’re all good quality cases where people need our help. We’re excited to be able to assist so many people every single month.
Before I came into the firm and realized that we needed an entire revamp, I think in 2018, our firm signed 12 motor vehicle accident cases in the whole year. Just this month, in December, we signed 12 motor vehicle accident cases. The other four are premise liability cases, and that’s just in one month.
We’ve essentially outperformed an entire year of case intake in one month. That’s a credit to you, your team, your expertise, and your amazing guidance. It’s been a pleasure seeing the growth, and it’s consistent.
You will see long-term sustainable success when you take the time to do a brand script and redesign your website with a strong call to action, conversion rates, and view time.
It’s not what I was getting to. What I was getting at earlier was our success truly felt like it was cutting corners and was a short-term success, but this is a long-term success. When you take the time to do a brand script, you take the time to redesign your website and have a site that has a strong call-to-action, strong conversion rates, and strong view time, and you’re going to see long-term sustainable success. There’s no better marketing tool, at least for my industry, I think for most industries, than online marketing and SEO. If you have a sustainable channel or a sustainable median for people to find you, there’s no better investment.
Agreed. You didn’t think that you were signing up to get a website redesign, a brand script, and everything. I just need SEO services because I know there’s more out there for us. There’s more opportunity that we’re not seizing. I talked you into a complete site redesign with conversion optimization. You even have a new logo.
Yeah, new everything, new slogan, everything. Choose wisely, choose Yosha with a new logo. It’s all about the client. In my humble opinion, I think it’s the best personal injury website in America.
It could very well be.
At least from a design perspective. You introduced me to Studio1. Before I got to Studio1, you introduced me to so many people, and that’s what I love about you. You truly want to open doors for the people that are in your life, and you have no problem doing that. Jay has no problem doing that, either.
You’ve opened so many doors for me, whether it be working with Roger Love, whether it be working with Savvy Copy on some things, whether it be working with Studio1, or whether it be working with a co-writer of my book. You have opened so many doors.
One door that you opened that was a very important door was Greg Merrilees with Studio1. We met with him. I was so impressed on that call with him. I said, “You’re hired.” I said, “If Stephan recommends you, that’s enough for me. But after what you’ve just told me, what you’ve presented to me, and what you told me you could fix, you’re hired.”There's no better investment than a sustainable channel or median to enable people to find you. Click To Tweet
We got to work on the redesign immediately, and I couldn’t be more pleased with how it turned out. It was a lot of work. We invested a lot of time and thought into how we wanted it to look. It took us a lot of time to put together the script of what we were going to say in our call-to-action video.
And your about page is just brilliant now. What incredible storytelling. It used to just be, here’s our team. Now, it’s a compelling story. This makes me want to hire you guys.
It’s been a fun ride. This past year, it has. We’ve done a lot. You’ve opened doors for me. I’d like to think that I’ve taken action this year.
100% You are a massive action taker. I love that about you.
You have to be, and because we’ve talked about this. Time is finite. At least in this lifetime, this is the lifetime I’m living now. I want to make the very most of this lifetime I’m living now. You have to take action.
Take action in this lifetime. Don’t worry so much about the theory.
For any listener who’s listening to the podcast, take action. Don’t worry so much about the theory. Whatever opportunities arise, make sure when they do arise, you take action.
As Tony Robbins says, massive action. An example of that, and I think this relates back to what we were talking about earlier about the Malden Mills factory, is when you take massive action, instead of just having an about page that’s compelling, invaluable, and informative, you really honored your father, Buddy. It’s like you have a virtual tribute wall on your website now, and it’s beautiful. You showed it to your dad.
One of the ten commandments is to honor your mother and father. You did something above and beyond. It’s not just the good work. You operate in the land of miracles, not just the land of good works. It’s just so inspiring to see you do that and be that in the world. I’m sure that your dad feels so much love, respect, and honor.
And Jay does, too. When I showed him that video, he was so proud, and he was proud to be our family. One funny story quickly on Jay. When he was first getting started, before he became Jay Abraham, he only had a high school education. He didn’t go to college.
He was living in Indianapolis and decided to move to Southern California to start fresh somewhere, but he had no furniture to furnish his apartment in Southern California. My dad gave him some of the furniture in his house. Jay, to this day, makes such a big deal about it and says, “Brandon, I’ll do anything for you. Your dad gave me his used furniture.”
He’s always been in my corner. It was neat to be able to share that tribute video with Jay, too, because he’s always been an admirer of my dad, just like I am. I spent more time putting together that tribute video than I did anything else on that website because I knew that that was the heart of our firm, and that was the heart of our story. It was my dad in 1963 becoming a licensed attorney and representing the little guy, the victim of negligence, and he never stopped doing exactly that.
That’s awesome. I love that. I’m really so impressed with you and how you show up in the world. If there were any particular tactics that you wanted to point out that had been especially effective, it may be with SEO, with social, with link building, with conversion, or anything else, what would be some cool tactics, because I know people love tools, tips, and tactics?
Creating remarkable content. I know it sounds easy, but it’s not.
Just to piggyback on that and say that I learned many years ago from Seth Godin the definition of remarkable is very simple, it’s worthy of remark. If that’s your lighthouse of what you’re looking to do, then you’re going to have a much better user experience, and you’re going to be much more compelling, you’re going to have a better outcome for your firm and for your clients. It’s just so simple.
And don’t do spammy bullshit. Don’t do black hat tactics that are going to get you penalized. Don’t do it. Just ethically, do it with integrity, do it the right way, and work hard on creating that remarkable content. That’s the best advice I could give.
One thing I always recommend is if you can’t show a Google engineer what you’re doing, then you shouldn’t be doing it.
I learned that very early into our relationship and partnership, but that’s just not the prudent way to sustain success in SEO. Don’t do the scholarship link-building campaigns. Don’t try to garner backlinks to sites that you have no business being backlinked to.
The link insertion technique of taking some five-year-old piece of content that hasn’t been touched on somebody else’s website and turning that into a text link to your site.
When you’re asking me about tactics to share, I’m more so giving you tactics not to do, tactics to avoid to be successful. But obviously, content and high-quality content.
Great storytelling, right? You also do want to share your metrics. You want to share your analytics. That’s what Jay has pitched to me. You need to show them why you with your actual results in previous instances and previous cases, case studies.Time is finite, at least in this lifetime. I want to make the most of my life by taking positive action. Click To Tweet
Impact metrics. It’s not just about testimonials, as social proof impact metrics are a critical aspect of your social proof.
So many websites and homepages have throwaway impact metrics that mean nothing. Just get to the point of what the client or the prospect cares about. Do they really care how many different industries you’ve served, or is it really about how many multimillion-dollar cases you’ve won? It’s not clients served, and its cases won as an example or the number of multimillion-dollar settlements, something that stands apart from everything else.
Yeah, and having comparisons between what the insurance companies offer versus what you ultimately got by hiring us.
Right. A case study is so much more than just a testimonial. If you can have a case study that shows the situation and the problem that you faced or the challenge that just laid out everything about that case that was important for the reader to understand, then your approach and what you were able to achieve for the client, that’s so much more meaningful than just here’s a testimonial quote from a happy client or a satisfied client.
That’s why I’m so excited to share this book with the world because there are so many client’s stories and case studies where we go into the details and nitty-gritty of how these insurance companies treated them at every stage of their case and how we ultimately got full justice at the end of every one of those cases. It’s a long fight in every single one of those cases. I know that’s a good segue to talk about the book that you inspired me to write.
The book was always in you.
That was one thing that you helped me take action on. I’m thrilled to share it with the world. It’s been a process, and I’m sure you can relate to it, putting together a book that people have been reading almost for decades now in your industry that’s an international bestseller.
It’s a labor of love. It’s not about the business benefits, and it’s about the ripple effect. I know that’s what you’re after. I’m so glad that you got such a great partnership going with Birthright Books to get that book out of your head, out of your heart, and into print.
I’m excited about it. It’s likely going to be published in late January. We’re just at the final stages now. It’s been a lot of work. And Marlayna has been great. A lot of the people that we’ve spoken with, who have shared testimonials, they’ve been great. They’ve had a chance to look at the first few chapters, have loved the story that we’ve told, where we developed our empathy in our family, where it all comes from, and understand that. I don’t want to give too much away.
Yup, you got to read the book.
Awesome. We did something a little out of the ordinary. We don’t normally take on social media clients, but in your case, we did. Do you want to share a little bit of background around that?
We got to stop talking about ourselves as lawyers. It’s not about us; it’s about our clients.
Yeah. I tried to do the TikTok thing. I was always open to trying anything, but TikTok was one thing that I wasn’t as comfortable doing.
It’s pretty out there, isn’t it?
Yeah, it is. Our social strategy has been great, and it’s not cookie-cutter at all. It’s remarkable content. It also goes back to remarkable content. It’s content that is getting views and it’s getting likes. It’s gaining us, followers.
We’re not pushing five posts a week on Facebook, half of it is junk. It’s two posts a week. It’s very high-quality content, and it’s meaningful content, it’s remarkable content.
It’s quality over quantity.
Yes, quality over quantity and just telling the client story more, showing the client more. We weren’t doing that. We were talking about ourselves the whole time. We got to stop doing that as lawyers. It’s not about us, and it’s about the client.
You need to feel their pain, and you need to feel what they’re going through, you need to step in their shoes and live their life. It’s almost like a psychodrama. You need to be them and imagine that pain, that hurt that they’re feeling, and that sense of anger that they feel when they get their first settlement offer from an insurance company, the offense that they must take, and really speak to them, and then have past clients speak to them and say, “This past client was you, then they trusted us, and then we deliver justice.”
It’s not an AI that’s writing our content. It’s a human being taking the time to put thought into it. It’s sending those signals to Google, which surely helped our presence.
Don’t say, “Hey, I’m the best lawyer in America. I’m Buddy Yosha, and I’ve been in Best Lawyers since 1983.” No one really cares. No one really cares about the accolades. That’s what you see on all these websites for personal injury lawyers, all these different awards and accolades, but you don’t see the client.
With Norah’s case, we are excited. We’ve been working on it for several months now, but the social team with Netconcepts and Courtney has put together an amazing package of posts related to Norah’s Law. We did that intentionally because we wanted to push it at the right time. We just recently went on television and started our campaign to make that push, but there’s a lot of thought involved in the content that we’re creating.
It’s not an AI that’s writing our content or writing our posts. It’s a human being who’s taking the time to really put the thought into it. It worked out great. It really helped. It’s sending those signals to Google, and it helped our presence for sure.
Yeah, that’s awesome. If you had to sum up in just a minute or two what our listener would need to get out of this episode, maybe that you haven’t already stated, and some actions to take, what would it be?
I would tell the viewer not to worry as much about the initial price upfront for SEO services and the cost upfront, not try to nickel and dime your way through it. Realize that this is a long-term investment, but it’s an investment that you will be glad you took. If you do it the right way, you’ll find the right partner. You’ll find someone that you trust and someone who truly treats your business like it’s their business.
I found that with Netconcepts, and I found that with you. I’m grateful for that. I’m sure there are a few others out there. It is about finding someone you can trust, who has your best interest in mind, and realizing that it’s got to be a big part of your budget. It’s got to be a big part of your marketing budget.
It will be harder for you to climb the longer you wait, so get into the arena and start competing with your competitors because that is the present marketing.
I would say it needs to be 25%–30% of your revenue needs to be dedicated to growing and expanding even further. You can’t be cheap about it. It’s an investment. It’s not something that you want to put off because your competitors are establishing themselves at the top of that landscape. It’s going to be harder for you to climb the longer you wait, so get into the arena and start competing with them because that is the future of marketing. It’s not the future, and it’s the present of marketing.
You’re always thinking ahead and skating to where the puck is going to be. I see that in pretty much everything that you do. You’re taking that long view and that strategic, thoughtful view of where things are going and not just where things are at.
I had a lot of fun this morning. This has been great.
Me too. This is awesome. I’m excited for the episode to air. Again, it’s yoshalawfirm.com. We’ll put your Instagram in there as well for them to take a look at. The Norah’s Law website and the book.
You’re an amazing guy. Keep up with the great work you do in the world, and continue being the mensch that you are.
Thank you so much, Stephan. Thank you for being my partner, my friend, my mentor, and just being an incredible human being. It’s been a pleasure working with you for the past year. I envision working with you for many years to come.
Thank you. Me too. It’s just a wonderful love fest. Our listener is like, okay, come on, cut it out. Okay. Thank you, listener, for being a supporter of the show and for rooting for my guests and for me throughout the time that you’ve been a listener or viewer. Thank you for your support. Get out there and be a light in the world. We’ll catch you in the next episode. I’m your host, Stephan Spencer, signing off.
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From Running Back To Giving Back
Greg Merrilees – previous episode
Jay Abraham – previous episode
The StoryBrand 7-Part Framework
Your Checklist of Actions to Take
Practice the principle of preeminence. For example, know when a prospect is better served by being sent elsewhere — even to a competitor. Define yourself by looking out for people’s best interests.
Work with a strategic partner. Spend time with friends and mentors who aim to make the world a better place. Together we can do great things.
Stand out from the rest in my niche or industry. Be smart and strategic, yet authentic in my messaging. Create a compelling narrative to explain my goals and why I’m uniquely qualified.
Only write and publish remarkable content. Produce something meaningful and engaging to help my audience truly. It’s useless to produce mediocre content.
Take action when an opportunity arises. Most of the time, elaborate planning alone is not the key to success. Taking action sets me up for a greater chance of hitting my goals.
Never take SEO at face value. Google is not always 100% clear about all the factors of SEO evaluation. Also, SEO from two, three, or five years ago is entirely different from SEO today. Thus, always apply the fundamental SEO strategies and also be updated with the new ones.
Think of SEO as a long-term investment. Businesses must invest in SEO experts and content: SEO is uniquely designed to optimize search engine results and rankings, so people can find the best sites when searching for great products and solutions.
Hire an excellent and qualified SEO expert. SEO professionals have the knowledge and expertise to help create outstanding campaigns to drive better business results.
Visit Norah’s Law website to learn more and support the move-over law to protect all vehicles displaying hazard warning lights.
Check out Yosha Law Firm’s website to learn more about their services as personal injury lawyers and how they treat their clients like family members. In addition, Yosha Law Firm provides current content with insights into legal matters, legal options, and opportunities to pursue just compensation.
About Brandon Yosha
Brandon Yosha is a trial lawyer, co-owner, and partner at Yosha Law. He’s also a former college football player. Brandon was the youngest ever listed in Best Lawyers in America: Ones to Watch.
He was also recognized in Super Lawyers: Rising Stars representing the top 2.5% of lawyers under the age of 41 in Indiana.
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