Attorneys practicing in personal injury, criminal, immigration and family law can rapidly expand their Hispanic clientele by using the detailed instructions in the book "How To Dominate -- Be The #1 Attorney in Your Hispanic Market."
The author is Paul Samakow of Vienna, VA, who started his personal injury practice 39 years ago and has grown it with Hispanic clients to 10 offices across Maryland and Virginia. His 152-page book covers specific, immediately implementable steps to increase Hispanic client intakes.
The book covers how to communicate with Hispanic clients, advertising on TV, in-person marketing and "Things You Absolutely Should Not Do." (see below).
"You want Hispanic clients because they are more loyal and will refer people to you all day long if you are honest, provide good service and respect them. This means they will refer everyone they know. Aunts, uncles, cousins, coworkers, friends, church people, neighbors and on and on," he writes.
Top tips include:
- Use a local area-code phone number (not a toll-free 800 number). Hispanics feel that 800 numbers lead to national organizations, and they want someone local.
- It's no big deal that you don't speak Spanish -- but your staff must be bilingual. "Don't think of the Spanish language; think of the Hispanic-American culture," he writes.
- Follow up fast with text messaging. Hispanics are cautious about answering a call an unfamiliar number on their cell phones, but they avidly use text messaging.
- Have evening and weekend office hours, when Hispanic callers are off-duty.
- Hiring an attorney is a family affair. When a potential Hispanic client comes to your office, they will often bring family members -- up to five people.
- Have a Spanish-language website. Display testimonials and free giveaways online and be sure the site is mobile-friendly. Use a live chat feature, which produces more conversions. And don't bother with social media, which is expensive and not effective in getting Hispanic clients.
The Key Element
Samakow spends about $15,000 per month on Univision and Telemundo, which are less expensive than English-language networks. The key element of Samakow's brand is the iconic "Texarudo" character, who advises viewers not to text and drive.
The word “testarudo” in Spanish means someone who is stubborn or hardheaded. By changing the “s” to an “x” in that word, the image of someone who is stubborn combines with the popular activity of most of the world, texting.
The book has 11 pages of pictures of the flop-eared Textarudo at Hispanic festivals, in selfies on the street, at beauty contests, school events, and the video studio.
"Develop something unique to share with the community. I am using a safety campaign that touts 'Don't Text and Drive' featuring Textarudo, and actually run TV spots featuring him," Samakow says. "You want to show your concern, that you want viewers to be healthy and well."
"Textarudo is now the symbol for safety in the Hispanic community in my region," he says. "Everyone knows who he is. Everybody knows him," Samakow writes.
For information about licensing the Textarudo character, contact me at 520) 577-9759 or use the contact form on this page. There are 5 years of Textarudo commercials for use.
Samakow says it takes 8 viewings of a TV ad to reach a potential client. If he has extra in his budget, he adds radio ads and announcements (not ads) in newspapers.
Marketing to Hispanics
The author recommends opening satellite officers in Hispanic neighborhoods, especially close to grocery stores, check-cashing stores and money transfer stores. These stores are good places to put up a sign with your name, number and the words "Attorney/Abogado."
"Hispanics typically go to the grocery store frequently. And then they see your office. They will interact -- particularly if your employee is greeting them and giving out your materials," he writes. "Find out about cultural events such as plays, concerts, lectures, dances, exhibitions, and other events "in the arts" and attend them. Ask to be added to mailing lists."
He recommends that attorneys be active in the community, speaking at churches after the services, sponsoring Spanish-language seminars at local community colleges, and sponsoring a soccer team.
The book also includes an appendix with 107 pages of forms, fee agreements, letters, and checklists, plus facts about Latinos and consulate addresses.
And what are the things you absolutely should not do? Don't waste money on billboard ads, Yellow Pages ads, paid internet leads, pay-per-click advertising, and Geo-tracking.