e16. Law Firm Marketing: Jason Lazarus, Synergy Settlement Services – How to Get The Best Clients Through Thought Leadership

November 4, 2020
By: Matthew Laurin

Jason Lazarus

Jason Lazarus is the Founder and CEO of Synergy Settlement Services, a company that offers settlement services to law firms across the country. He’s also the Founder and Attorney with the Special Needs Law Firm and author of the best-selling book, The Art of Settlement: A Lawyer’s Guide to Regulatory Compliance when Resolving Catastrophic Claims

Available_Black copy
Available_Black copy
Available_Black copy
partner-share-lg
partner-share-lg
partner-share-lg

partner-share-lg

Here’s a glimpse of what you’ll learn:

 

  • Who is Jason Lazarus?
  • How Jason got into settlement services for trial lawyers.
  • Jason talks about the value he provides lawyers with his book, The Art of Settlement.
  • The marketing strategies behind publishing an authority book for lawyers.
  • Jason talks about the most significant marketing challenge he’s overcome while growing his firm.
  • Discovering the target audience for your marketing.
  • Jason’s advice for attorneys starting a new law firm.

In this episode…

Big success as a lawyer lies on the other side of becoming an expert in your chosen niche. One way to do that is to leverage the power of thought leadership as a marketing strategy, which is how Jason Lazarus became the expert partner to trial lawyers on settlement services. So, how do you leverage thought leadership?

Listen to this episode of the Esq.Marketing Podcast with Matthew Laurin as he sits down with Jason Lazarus, Founder and CEO of Synergy Settlement Services. They talk about Jason’s thought leadership approach in marketing his settlement services to trial lawyers—and why it works, as well as Jason’s advice to lawyers starting a new law firm. Keep listening.

Resources Mentioned in this episode

Sponsor for this episode…

This episode is brought to you by Esq Marketing, your firm’s strategic search marketing partner. Esq Marketing helps law firms generate more clients and cases using search marketing and helping them land on the first page on Google so that clients can find you right away. We help companies ranging from those with 10 or less members to those with over 50 in their team, essentially creating a marketing department for them to help them reach potential clients with ease.

 

Episode Transcript

Intro

You’re listening to the Esq.Marketing Podcast hosted by Matthew Laurin, President of Esq.Marketing, where he features successful solo and SMB law firms from all over the United States. Now, let’s get started with the show.

Matthew Laurin

Hey, I’m Matthew Laurin, President of Esq.Marketing and you’re listening to the Esq.Marketing Podcast where I feature successful solo and SMB law firms from all over the United States. This episode is brought to you by Esq.Marketing, we help law firms generate more clients in cases using search marketing. And speaking of successful lawyers, today, I have the pleasure of speaking with Jason Lazarus. Jason is the founder and CEO of Synergy Settlement Services, a company that offers settlement services to law firms across the country. He’s also founder and attorney with the special needs law firm and author of the best selling book, The Art of the settlement. Jason, welcome to the show.

Jason Lazarus

Thanks for having me.

Matthew Laurin

Yeah, no problem. No problem. It’s a pretty cool list of accolades. You got there, you got a lot going on.

Jason Lazarus

Yeah, I’ve got a few few designations after my name. I’m not sure what it all means. But I guess it means I’ve done a lot of schooling and a lot of certifications, something like that.

Matthew Laurin

So it sounds like you got a lot of experience. So take me back to the beginning. How did you get started? I know you’re you’re a lawyer, author, but you still are a practicing attorney. Correct?

Jason Lazarus

Yeah, yeah. You know, my, my road was a winding one. Like, I think most people, you know, when they get started in their careers, I graduated from law school and began doing insurance defense work in litigation for about three years and decided it wasn’t something I want to do for the rest of my life. And I wanted to use my training as a lawyer, but in a different way. And I got into the settlement planning world in settlement services. And, you know, over the years saw that kind of morphing into what synergy is my company today, which is this, you know, way to deliver multiple services to trial lawyers to help them deal with the issues that they’ve got to deal with when they settle the case, because you’ve got to understand Medicare, Medicaid, or Risa, you know, dealing with liens dealing with preservation and benefits for clients. There’s just a lot of things that, that make the practice complex. So, you know, when I, when I was working with trial lawyers, I saw this opportunity to create something that would deliver all the services holistically. And so I evolved, you know, my, my practice personally, went back out. Now, I’m an elder law, which is basically Disability Law, and started to work on building synergy, because I felt like there there was just this hole in the market. And actually, there really still is, because we’re the only company that integrates all these different disciplines and solutions to be able to deliver to a trial lawyer and the injury victim, you know, a whole suite of services that helps deal with all the issues that I talked about my book, I mean, you know, that book is, you know, 200 pages of, of 20 years worth of experience in dealing with these, these complexities, and it can get, it can get pretty, pretty detailed and in the weeds. And most trial lawyers, they don’t have time to, to learn all this, they need experts. And that’s, that’s exactly what I’ve developed is, is a team of experts. And, you know, that’s that’s how we approach it as experts for trial lawyers.

Matthew Laurin

Gotcha. And then, yeah, hey, you sent me the book, which Thank you, by the way, I read a couple of chapters of it. And I quickly realized that it’s all Greek to me, and it is not it is not aimed at me, but I could see for, you know, a trial lawyer how a lot of this information could be pretty useful.

Jason Lazarus

Yeah, I mean, it, it is a guide. So it’s really meant to be sitting on a lawyers desk, and when they are dealing with a Medicare client, they can read through those chapters and issue spot and identify, hey, what do I need to be aware of? Or, you know, if they’re dealing with an Orissa lien, you know, what are the kind of basics How do I, you know, begin to get some leverage with a 1024 before request, which is a statutory request to the ERISA plan that creates leverage to negotiate the lien. I mean, there’s, there’s just little things like that, that are throughout the book that for the lawyer, having it at their desk, they can refer to those things and, and be able to then go, Okay, what do I need to do? Or who do I need to involve Who should I call? And for you? Yeah, you know, they’re gonna read through it, it’s gonna be Greek, it’s gonna be Greek to most people and probably put a lot of people to sleep, you know, unless you’re, unless you’re really into this stuff like I am.

Matthew Laurin

So um, so they they keep it at their desk, and they could use it as a reference? Um, what do they do when they need help with something like maybe they’re reading through it? And they’re like, yeah, this, this makes a lot of sense. But you know, I don’t have the time to do this, or I don’t have the tools to accomplish the goals I need to accomplish in my firm. Is that where you got where Synergy Settlement Services comes in?

Jason Lazarus

Yeah, call me. Yeah, it’s funny, because I’ve had a couple of clients who are like, Hey, I don’t want to read through this whole book, and I just call you. And yeah, yeah, exactly. I mean, you know, look, the at the end of the day for trial lawyers, there, they want to focus on what they do best. You know, that’s, that’s one of our our marketing things is focus on what you do best. Let us handle all these difficult issues that can arise when you’re settling in case because, you know, every moment that a trial or spends dealing with these issues are moments that they could be dedicating to another client’s case to move it forward. You know, our really our model is, is, is outsourcing for law firms. So there are certain things that when it creates, you know, malpractice liability for the law firms and exposure, if they’re handling things in a manner that’s not consistent with, with the law, for example, Medicare is has been, you know, pursuing law firms through department of justice for failing to, to pay off Medicare conditional payments. So why would a law firm want to take on that risk of having Medicare and the Department of Justice, you know, get all up in their, their business, when they can outsource it to a company like us? Make sure that’s done compliantly. I mean, that’s really the theme of the book is is all about compliance for law firms. So at the end of the day, our services make the law firm more profitable, because they’re not spending time doing things that take them twice as long because they don’t deal with these issues, like we do, every minute of every day. And, you know, ultimately, most of our services are our client costs that are passed along. So for the law firm, instead of paying someone to do some of the things that they can outsource to us, you know, why not become more profitable, more efficient, and also also get a better end result for the client? Generally speaking, that’s, that’s ultimately what we’re driving.

Matthew Laurin

I love that. I love that. And it kind of highlights an interesting aspect of marketing. And I mean, it’s whether you intended to do or to not, it’s really a brilliant marketing strategy. And we do search engine optimization. And the cornerstone of that is high quality content. And that’s really it. This is an example of that is just high quality content that you can put out there that showcases your authority. You know, it gets people interested in what you do. And, and then it also lets them know, like, hey, maybe this isn’t something I should be doing on my own, maybe I should contact these guys.

Jason Lazarus

And it’s a brilliant move for any lawyer from a marketing perspective, because, you know, that thought leadership content for lawyers, when they put it out there, so if they’re an expert in handling certain types of products, liability cases, or niche malpractice cases, if they can write the book on that subject, get that content out there on the web, you know, LinkedIn, Facebook, you know, on their blogs, getting sent out electronically, to their, their potential referral sources. I mean, to me, it’s a no brainer, obviously, it takes time and commitment to write the book. And that’s not easy. But, you know, I worked with a publisher. That was great. And I wrote all the content, but they do have services where they help ghost write, and, you know, so there there are there ways to get content out there expert content, if even if a lawyer doesn’t have the time to commit to doing what it takes to write a, you know, 200 Plus page book, there are ways to get that content out there. And in my mind, and this is the only way we mark it is thought leadership is is the language of lawyers. Right? It’s it’s, you know, talking to lawyers in the way they’re used to digesting content.

Matthew Laurin

Yeah, yeah, I agree. And yeah, locally, the one we have I see on TV a lot is the book on measles, glioma it’s like a guide on what to do if if you’re experiencing those kind of legal troubles and I totally agree it’s a it’s a great way to to build thought leadership and I think a lot of attorneys should be doing that in some fashion to market their firms.

Jason Lazarus

Yeah, absolutely. It’s, it is a no brainer, and it’s it really is right in most lawyers wheelhouse. You know, you’re, you’re taught to write certain way in law school and really, you know, like a lot of a lot of how I constructed the book was, you know, articles and things that I’ve written over the years and Picking out and putting it together into a treatise for lawyers. And it really complements to like the business to consumer relationship relationship, because a lot of consumers I think, are looking for free legal advice. Like they’re searching. And they’re like, Well, how do I how do I learn more about my situation before I actually have to pay an attorney to get involved? Yeah. And actually, my next project is writing a book for injury victims, sort of what to expect, you know, when you’re settling your case, and, you know, I mean, if you read a little bit in the book, yeah, I actually, you know, got into a pretty serious accident in 2016. So I went through kind of the whole gambit of it went through a lawsuit, and you know, all those things. So I really feel like there’s, there’s a need in the market to have that sort of a guide for the injury victim, as well as the lawyer.

Matthew Laurin

I don’t know if I read that in your book. But I do recall that story. Where were you in a bicycle accident? Yeah,

Jason Lazarus

yeah, I’m a pretty avid cyclist, and I got hit by a car while I was cycling. So unfortunately, I learned, I learned what, you know, clients I’ve dealt with for the last 20 years deal with firsthand and really, you You never know, until you’ve actually walked down that same path.

Matthew Laurin

Yeah. And that’s why I’m glad you were able to recover from that. So I had another question for you here in, you know, growing your business or growing your law firm, what was one of the biggest challenges you had to overcome professionally, in terms of marketing and promotion?

Jason Lazarus

You know, I mean, I think really, it’s, the challenge is getting enough bandwidth enough, you know, the base, that you’re getting enough information out to enough people reaching the the amount of people and especially with lawyers, you know, it’s not like, you go on TV, or you go on some kind of mass media, you’re, you’re looking at a very narrow universe. And, and our universe is even a little narrower, because we’re strictly working with plaintiff’s personal injury law firms. So figuring out the best way to reach that audience really was the biggest challenge and still remains a challenge. You know, I mean, we, we’ve built our database, we, you know, have built this pretty proficient thought leadership machine. But the question still is, is, you know, how many people does it reach? Is it is it generating enough ROI? And you know, that that’s always always a question that I continually try to get better answers from our marketing team is, okay, are is this really moving the needle? It seems to be, you know, but it is a bit of a, you know, tough thing to really quantify, ultimately,

Matthew Laurin

yeah. And it can be from time to time, what were some of the tools or strategies you use to figure out what that audience was like, who you should be talking to, or marketing to?

Jason Lazarus

I mean, really, for us, it was it was going to the trial lawyer associations, and developing relationships with them both at the local level, and state level, and then national level. So, you know, for us it, most lawyers are going to be part of either their state Trial Lawyers Association, or nationally, like AJ, and then it’s developing, you know, marketing relationships with those groups. And, obviously, you get opportunities, used to have meetings where people add, you know, booths now now it’s all virtual. But you know, that having the ability to mark it in person electronically, and be recognized as part of those groups is really how we honed in on on our audience.

Matthew Laurin

Gotcha. Yeah, that’s, that’s great. I, like I said, building relationships. I think that’s a something that a lot of attorneys and just regular business owners Miss, when they’re trying to figure out how to market to an audience, they first they’re thinking about, like, tricky tactics, or neat tools or software or whatever, that’s going to help them get there, but it’s really about just kind of connecting with the people you think is think are gonna buy your product or buy your service and, and reaching out to those people, interviewing them, calling them on the phone, doing surveys and things like that, to try to figure out, you know, what it what it what are their needs, what are their pain points, what is it that they need from you?

Jason Lazarus

And it’s, you know, we we’ve been evolving now, all of that, how we go about sort of gathering the data, and, and trying to ultimately get to a point where we’ve created that that feel of community with all of those people, because that really is is what the angle is community engagement, helping them you know, I mean, that’s part of why we, we do all of our thought leadership is it helps them in their practices, and in turn, they know they’ve got experts they can turn to when they can’t deal with those issues.

Matthew Laurin

I know what back when I worked with Rankings.io, we did an exercise where we were trying to figure out how we position the copy on the website. And we hired a really brilliant copywriter by the name of Joel Klettke. And he did a ton of research ton of surveys, talk to our audience and develop copy for the site. And in a lot of that data, it was so eye opening. I mean, nobody cared really about results, or first page rankings or getting leads, I mean, those were important, but the things they cared most about the things that caused them to go to other agencies or cause them not to buy were the fact that like, they didn’t trust SEO agencies, they wanted clear and transparent communication. They wanted someone to they don’t wanna have to chase somebody down for an answer and things like that. And it was so simple. When you really dug into it, so.

Jason Lazarus

Yeah, exactly. And, you know, I mean, really knowing your audience and understanding how to talk their language and reach them is, I mean, it’s, it’s a challenge, you know, from the marketing side, you know, we were lucky, I think the agency, we work with his really dug in and gotten to know what we do our audience. And without that, in the past week, we didn’t have that previously. And now, we do have that we have a team that understands exactly the messaging and trying to make sure that, that you’re working with people that understand your market is so it’s so important.

Matthew Laurin

Otherwise, you’re shooting in the dark. Yeah. Um, Jason, what is a piece of advice you’d give to an attorney just starting out, wanting to kind of go off on their own their own law firm? What’s one piece of advice you’d give them?

Jason Lazarus

I mean, I think it’s, it’s fine a niche, you know, I mean, it’s so there’s so many lawyers out there, right. And I’ve got this crazy, small niche, and, you know, I don’t want anyone else in it. But I mean, finding, finding something that one you like and interests you, you know, intellectually, and then an area that that you can excel in, and be the expert, be the authority. You know, there’s so many different aspects of personal injury. I worked with a lawyer out of Philadelphia, who specializes in just this one type of genetic malpractice case where it’s, it’s a misdiagnosis of a genetic fault. And these are, these are big cases, because they just are big damages cases. So you know, if you can become that lawyer that knows just that specific area, then you’ve got, you know, unlimited potential, you know, he was working with a Florida lawyer, who was working with me to deal with a Medicaid lien. So you know, I mean, this is, this is a guy who’s in Philadelphia, who’s getting referrals from, you know, Miami because he is the guy in regards to that type of litigation.

Matthew Laurin

That’s sweet. It’s great advice, too. I mean, I’ve seen businesses do that. And it’s, it’s scary at first, because you’re like, I don’t want to turn away business, like, the weather what you do, like if you’re, if you’re telling people, I can’t do that for you, I’m only going to work on this. And logically you think, Well, I’m not going to make as much money if I don’t open myself to everything. But in reality, when you niche down, your efficiencies improve, you become the thought, or the knowledge expert on that particular area. And and yeah, I mean, you become known as the person who knows all about that the expert, the leader in the field.

Jason Lazarus

Yep. That’s, that’s certainly the recipe we’ve used. And I think, you know, in law, it’s, it’s, it’s ripe for that, because you’ve got so many little niches and great areas of practice, if if you learn, you know, to be the go to person in that particular area.

Matthew Laurin

That’s great advice. All right. You have been listening to Jason Lazarus, Founder and CEO of Synergy Settlement Services. Jason, where can people go to learn more about you more about the book more about your company?

Jason Lazarus

So the book is ArtofSettlement.com, so really easy to get? Yep. And it’s available on Amazon. To learn more about Synergy at SynergySettlements.com. And my email is Jason@synergysettlements.com. I do a lot of consulting with Trial Lawyers all across the country. So always happy to to chat about issues related to Settlement. That’s great.

Matthew Laurin

Jason, thanks for being on the show with me.

Jason Lazarus

Thanks, my pleasure.

Conclusion

Thanks for listening to the Esq.Marketing Podcast. We’ll see you again next time and be sure to click subscribe to get future episodes.

Leave a Reply

Your email address will not be published. Required fields are marked *