Harlan Schillinger: Legal Marketing Secrets: TV, Technology, and the Human Touch

About Harlan Schillinger: Harlan Schillinger, widely regarded as the Grandfather of Legal Advertising, has over 46 years of experience in legal marketing, intake, and conversion. He was the first to produce and market television advertising for the legal community, with commercials airing nationwide starting in 1978. Harlan has consulted with more than 140 law firms across 98 markets in North America, emphasizing accountability and high-value case acquisition. He is a co-founder of Lead Docket, software designed to enhance intake and conversion, boosting law firms' profitability without additional advertising spend. Passionate about community and philanthropy, Harlan co-chairs fundraising efforts with Hamsters USA®, raising over $4.2 million for the Children's Care Hospital in South Dakota.

In this episode, Ted and Harlan Schillinger discuss:

• Evolution of legal marketing from traditional TV to digital strategies
• Differentiation tactics for law firms in competitive markets
• The critical role of CRM tools in improving client intake
• The relevance of TV advertising in a digital world

Key Takeaways:

• Inefficient client intake processes are the biggest weakness in law firms, and tools like Lead Docket can increase case conversion by up to 30% without additional ad spend.
• Effective advertising relies on understanding how your target audience consumes information and crafting strategies that meet them where they are, whether through digital platforms, OTT, or traditional TV.
• Differentiation in legal advertising comes from authenticity, storytelling, and showcasing credibility, often through testimonials and clear messaging that resonates with clients in their most vulnerable moments.
• While Super Bowl ads may offer prestige, their high cost and fleeting impact make them a poor choice for most law firms aiming for measurable results, compared to focused multi-channel strategies. 

"The number one rule in advertising is: you get what you ask for. The number two rule in advertising is: find out how the person you're trying to reach is consuming information and give them more of it." — Harlan Schillinger

Connect with Harlan Schillinger: 

Website: https://www.harlanschillinger.com/

Email: harlanschillinger@gmail.com

LinkedIn: https://www.linkedin.com/in/harer54215/

Facebook: https://www.facebook.com/Harlan.Schillinger.Legal.Marketing.Expert

Traffic to Leads Information and links

JuvoLeads.com contact page: https://juvoleads.com/contact/

JuvoLeads website: https://juvoleads.com/

Connect with show host Ted DeBettencort: ted@juvoleads.com

Ideas or guests for the show: ted@juvoleads.com 

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.