Let me start by apologizing for posting a (boring) business-related question
Since I know there are a number of lawyers on this board, I thought I’d get it straight from their mouths as to the best way to reach them, but first some background…
I am helping a buddy of mine start his own business as an expert witness for insurance defense lawyers. He has done thousands of cases and testified in 15+ states, specializing in accident reconstruction and low speed automobile accidents.
The marketing budget is limited and we want to reach as many insurance defense lawyers in the US as possible at the lowest cost. Names and contact information is easy to get, but what is the best method of contact? Blast faxing is one solution, but I understand that is illegal unless the recipients are past clients, and both phone solititation (i.e. telemarketing) and direct mail is high cost/ low return. Are there any inexpensive publications or sites where we might advertise these services and/or places where attorneys look for these types of experts?
Our Moderator’s sarcasm notwithstanding, your buddy, the want-to-be expert witness would be well advised to put a classified in state bar association and trial lawyer and defense lawyer newsletters. Next to word of mouth that is likely to give him the widest, cheapest exposure to his target. He should avoid saying things like “any opinion at any price; you pay for it, I’ll say it.”
I suggest flyers over the urinals near emergency rooms. Also, offer prisoners referral fees.
Best possible marketing strategy: you friend volunteers his testimony in an extremely high profile case, “because he believes in the guilt/innocence of the accused.” Just pick a side and volunteer.
Maybe Robert Blake, if he’s ever charged. John Walker Lindh?
What is your friend’s area of expertise? Something sexy like DNA typing, or more obscure like “determining the tensile strength of a structural member before catastrophic failure”?
Your market is not only lawyers. They are only the litigating lip of an industry. What idustry is it? Non-lawyers can refer him to their lawyers.
I second Spavined Gelding’s suggestion of state bar newsletters, and add that many counties, cities, and metropolitan areas have bar associations with weekly newsletters. Advertising there is directly targeted, well-read among your target audience, and usually dirt cheap.
I would contact organizations that are made up of members of the insurance defense bar, such as the Defense Research Institute or local defense attorney bar groups, and find out what materials they publish and how to advertise in them.
I would also generally recommend that your friend work for both plaintiff and defense attorneys, lest he get tarred with the label of a “defense whore.” Usually the best experts on subjects like accident reconstruction will do some work for both sides. However, if your friend offers opinions on design or manufacturing defects, he will probably need to pick one side or the other.
Good advise about the “defense whore” lable. I can’t speak to how to advertise to the plaitniff’s bar. However, if your friend wants insurance defense work, he’s targeting the wrong group. Target the adjusters or insurance file handlers. I’m a Litigation Specialist so I speak from experience. The company has a great deal of say in what experts are retained. Besides, we pay the bills.
First, email me his CV. I’ll keep him on file for my unit. We may be needing and accident reconstructionist very soon.
Next ask to put on a presentation at the local claims adjuster’s organization. They’re always looking for interesting presentations. Get some brochures and business cards printed up for passing out afterwards. If he’s good he’ll be referred from one adjuster to another within the company.
Mailings local branches of national independent adjuster companies like GAB Robbins, Crawford and Frontier will be very effective. Companies who don’t have field reps often ask local adjusters to recommend experts.
Next check to see if he can be listed in Best’s Guide and at the Defense Research Institute lists.
