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Uniting Marketing Strategy and Client Experience With Micki Love
Episode 412th January 2021 • The Judd Shaw Way • Judd Shaw Injury Law
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Uniting Marketing Strategy and Client Experience With Micki Love

Customer service is the new marketing strategy. So what can your business do to elevate the client experience and use it to drive results? 

Brands like Amazon and Zappos are focusing their efforts on incredible customer service to attract both new and loyal customers — because the client experience can make or break your business. If you have a bad experience with a brand, you’re likely to tell everyone you know to avoid that brand at all costs. On the other hand, if you have a great experience, you’re more likely to refer others in your network to that business. 

To help companies gain an edge, Micki Love works with them to develop customer service processes within their marketing strategy. No matter the marketing channel or type of client, Micki and the team at cj Advertising make sure that your company is set up to deliver excellent service every time.     

But what’s the main reason why clients don’t feel like their experience is up to par? Over the years, Micki and the team have conducted surveys to determine why clients are disappointed with a service. They discovered that 95% to 99% of the disappointment revolved around a lack of communication. So, Micki and her team went into action.

Using data, the cj Advertising team finds client pain points and crafts strategies to solve them. They’ve worked with many law firms to deliver a positive experience for every single client, fostering better forms of communication and improved satisfaction rates. And Micki has a few more tricks up her sleeve to help you turn your marketing strategy around through improved customer service.

Listen to this episode of The Judd Shaw Way Podcast with Judd Shaw featuring Micki Love, President and Chief Brand Strategist of cj Advertising. Together, they talk about why customer service is so important, how specific marketing activities can improve the client experience, and why communication is key.

In this episode: 

  • [1:41] Judd Shaw introduces his guest, Micki Love, and the topic of the day: utilizing advertising to increase customer service
  • [4:11] Micki discusses cj Advertising and the services they offer
  • [6:08] How customer service plays a role in cj Advertising’s marketing strategy
  • [9:43] Why client communication is key for high satisfaction rates
  • [12:35] Does the customer service process differ between types of cases?
  • [15:30] cj Advertising’s video series — and how it improves communication between clients and the firm
  • [20:05] How cj Advertising works with each individual firm to create a personalized strategy
  • [24:22] Using data to track client preferences and drive results
  • [28:59] cj Advertising’s handshake deal and why it works for law firms
  • [34:02] Micki’s tips to get your message out to other prospective clients across media platforms

🎙️ Featured Guest 🎙️

Name: Micki Love

Short Bio: Micki Love is the President and Chief Brand Strategist of cj Advertising, a personal injury law firm marketing and consulting agency. She began her career as a runner for Hughes & Coleman, a small personal injury law firm in Kentucky, where she eventually moved up the ranks to COO. After nearly 30 years in the industry, Micki has gained unparalleled insight into marketing, strategy, management, and leadership. 

Company: cj Advertising

Connect: LinkedIn | Email

🔑 Relevant Resources 🔑

This podcast is designed for general information purposes only. Nothing on this podcast should be taken as legal advice for an individual case or situation. This information is not intended to create, and viewing does not constitute, an attorney-client relationship. No aspect of this advertisement has been approved by the Supreme Court. Any results set forth herein are based upon the facts of that particular case and do not represent a promise or guarantee. Those with legal questions should seek the advice of an attorney.

Transcripts

Voiceover:

They don't care about your 900 years of combined experience or your wall of books. They only want to know one thing. Once they've signed on the dotted line, are you going to take care of them? Welcome to the Judd Shaw Way, where we believe providing an exceptional client experience is just as important as quality legal representation. From secret tips for creating unforgettable wow moments to proven customer service pointers, the Judd Shaw Way is everything you need to go from being a good lawyer to owning a great brand.

Judd Shaw:

Hi, everyone. I'm Judd Shaw, host of the Judd Shaw Way podcast. On my last podcast, I hosted Chad Dudley, managing partner of Dudley DeBosier, a large Louisiana-based personal injury law firm. Chad talked about ensuring that as a company experiences growth, it will also meet predictable challenges, and that the company must find its formula to keep the attention on the client really front and center, kind of the focus of this podcast, that that client experience is so important. And during that discussion, Chad briefly touched on his position as CEO of cj Advertising; it's a company based in Nashville, Tennessee.

Judd Shaw:

And since that time, I thought about his experience consulting companies run more efficiently. And so I thought about how an ad agency with the most accurate data available and the highest quality creative work, how can these marketing activities increase customer service? And if I'm going to produce a podcast focusing on delivering an excellent customer service, I wanted to answer that question for you, the listener, on how utilization of advertising may also increase customer service. I reached out to Micki Love, the president and chief branch strategist at cj Advertising and invited her on to help with that answer.

Judd Shaw:

stacles for law firms. And in:

Judd Shaw:

And this is exactly why outstanding customer service needs to be a part of any company's marketing strategy. I'm simply thrilled today for Micki to give us those tips and tactics to draw on new customers and increase revenue, of strengthening your relationship with your customers who have relied on your promise from start to finish. And keep in mind, my motto is that no matter what your business is, you're not just selling a product or service, you're selling customer service. So excited for Micki. She's amazing. You'll find out shortly. So let's get to that discussion and hear more from her than from me. I hope you enjoy this discussion. I'm here with Micki Love, president and chief strategist of cj Advertising. Welcome, Micki.

Micki Love:

Hey, Judd. Thanks for having me today.

Judd Shaw:

Where am I speaking to you today? I know you travel the world often, visiting all these law firms. So where in the world is Micki?

Micki Love:

I am actually in Nashville, Tennessee today.

Judd Shaw:

The headquarters there of cj Advertising?

Micki Love:

That's right, made it home yesterday. Been consulting in Alabama this week. It was a little bit warmer there than it is here, but glad to be back at the home base.

Judd Shaw:

Explain the services that cj Advertising and offers and tell us more about the company.

Micki Love:

Yeah, cj is fantastic. We are a full service personal injury law firm advertising agency. That's all we do is work for PI lawyers. cj does everything from website designs, TV commercial production, media placement, billboard designs, website designs, digital online media placement, et cetera, but we're really the only ad agency out there that can bring you law firm operations consulting to go along with the advertising. So we feel like that's what sets us apart. Chad and I both have spent years running law firms, driving marketing and operational efficiencies. And so to be able to bring that to cj and couple that with all the exciting marketing skills that our team here has really gives us a competitive advantage for all of our clients. So that's cj in a nutshell.

Judd Shaw:

Yeah, I love that. I mean, there are a lot of advertising companies nationally that handle specifically outdoor or the TV market or radio, but that operational side, that kind of thing that Chad was talking about last time, operational efficiency, and the kind of consulting that you provide, just as you noted, in Alabama, when a business focuses on great client experience as a strategy, I found at least with my own company, that focus kind of affects my bottom line, or actually does. In fact, many of my own clients have said they've retained my firm because they heard about the type of outstanding customer service that I provide. And so I think it gives us a competitive edge because a lot of law firms handle the traditionally law firm service work. But when you allow your customers to really become a component of that marketing, you're going to be ahead of the game. So tell us more about how customer service plays a part of your marketing strategy.

Micki Love:

Yeah, absolutely. We believe in the holistic view of the law firm, so and that holistic view includes the client first and foremost. So clients first attitude with all of our cj family client law firms is important to us. And what that really means is just do the clients that we work with, the law firms, do they have a focus on their clients? Because without focusing on the client, everything's really going to suffer. Your average fee is going to suffer, which is going to affect your marketing, which is going to affect your referrals, which then will affect your business.

Micki Love:

And so we really want to make sure that all the clients that we service from an ad agency standpoint understand the priority in their firm needs to be on their clients and their team members. And we don't want to forget our team members because when they're happy, they also deliver better customer service, which then in turn leads to better clients. So we want to make sure that we focus with our firms to deliver that holistic view so that we can deliver better customer service, which in turn leads to referrals, which in turn leads to more cases. And referral cases are typically a higher value case, which is important to the law firms as well.

Judd Shaw:

I love that you brought up the team, because as I talked last on my podcast and a sort of a common theme is I can always want to do deliver client experience and I can deliver an excellent client experience but if I'm going to grow and I'm going to take on more clients and do more marketing, then I need somebody else to do it the very same way that I would do it. And the majority of our customers, their opinion of us is really based on how they're being treated by our team. We really pay close attention to that.

Judd Shaw:

We survey our clients every 30 days. We look to ensure that we're delivering our promise of not only high quality representation, but that first-class client experience. So when you're operationally consulting law firms, how do you promote the attitude across the board regarding customer service? And then also, how do you check and verify that we're doing what we say we will do?

Micki Love:

Yeah. So that's a good point. Really, you want to make sure that it's a top down mentality, right? So we want to start with the partners when we go in and do consulting and really get a feel for them and how do they feel about their clients? If you walk into a firm and the partners have a disgruntled view of their clients, then you can bet the rest of the team's not going to take that to heart. At cj, we choose to work with different types of clients. We want all of our clients to understand that their clients are the most important piece of the puzzle. And so once we establish that the partners believe this way, then we ask questions and we start talking to them about that very first impression that the caller is going to get when they call into each and every law firm, and we start designing the system from that moment forward.

Micki Love:

And anytime you're working on a customer service program, you want to make sure that you think about every single touchpoint that your client has. So we really try to break down those touchpoints, talk about how things could go wrong, talk about what would make the client feel like it's going really well, and then start to develop systems and processes around that. What we've really found is that client communication is the key, so making sure we establish a way to track, monitor and manage those client conversations from the very beginning is crucial. So we also like to implement client satisfaction surveys, so we believe that the first ones should go out probably within seven days of a client signing up with your firm. And we used to do these by telephone calls, so we would call the client, ask them what they thought, was their case being handled correctly?

Micki Love:

Technologies have changed nowadays to a much better position for us, so we can send those messages out via text. And they're usually one or two questions and the clients can respond with a yes or no. Anything that comes back with a no needs to go back to a client response team, and that client response team should dig in and figure out why is that client's experience not where we would want it to be? And then from there, we have a chance to correct the issue before it becomes a problem. And then we like to survey the clients again at 30 days, again at 90 days, again at 120 days, and then 30 days after the case is settled and been dispersed.

Micki Love:

We like that 30 days after disbursement, it really gives us some raw feelings from the clients, because by then they've already received their money, they don't feel like there's any pressure to answer things in a certain way. And it allows us to see what we can do better and so then we can redefine our systems around those comments, if necessary.

Judd Shaw:

Wow, do I have some follow ups on those great points. The first thing I wanted to go back to is the process that you are discussing about implementing. I also think that these podcasts about client experience really can apply to any company. You specialize in personal injury, very unique to the industry nationally, but customer service is customer service, client experience is client experience, as I mentioned about Amazon and Zappos and other companies. And whether you're selling widgets or office supplies, you need to have a strong customer service client experience so they're returning to the company.

Judd Shaw:

So I know that a lot of your clients handle different type of cases, right? So cj has launched a whole motorcycle campaign that these firms are teaming up with Orange County, I think it's Orange County, you'll probably correct me... Motorcycle from that television show. You are having clients who handle mass torts, product liability, pharmaceutical products that have harmed the community, handle your motor vehicle, slip and fall kind of cases, all the way to class action. Are these different type of cases, does that change the type of client experience or customer service process?

Micki Love:

Not really, Judd. We like to say let's develop how we would want to be treated, and regardless of the type of case it is, let's make sure we deliver that excellent service to every single client, regardless of what's happening. Sometimes you'll get into a mass tort situation, where you have thousands and thousands of clients. And so that typical talk to your client every 15 days or every 30 days is not really feasible with the number of cases that you're representing. There are still ways that you can deliver that customer service, via video, via text message, via email.

Micki Love:

And so we want to make sure that... It's a touchpoint and we've got to develop that touchpoint to make sure the clients feel heard and they feel seen. So whatever the product is, if there's going to be a breakdown in that particular product line, then we need to talk about it and develop a new system to accommodate that will make that client feel heard and feel seen and feel valued. Because again, regardless of the case type, we're looking for that person to develop a lifelong relationship with a law firm so that they'll be comfortable referring their friends and family or coming back to the law firm if they need their help again. I was reading a statistic yesterday that it if someone has a good experience with your company, they are 40% more likely to use you again. 40%. I want that number to be 80%, 90%, 100%.

Micki Love:

So I think the more we can focus in on that customer service, the higher that number can go. And the converse, I was also reading that a bad experience, they're going to tell 15 to 20 people, and probably more on social media at this point. And with a good experience, they're only going to tell maybe three to six people. So it's super important that not only are we delivering good, experiences but we avoid the bad experiences because we don't want that out there.

Judd Shaw:

It sounds like it's easier to go to 20% than that 80, 90, 100% if you're not delivering a positive client experience.

Micki Love:

Absolutely.

Judd Shaw:

It's interesting you mentioned about that class action and the touches as you grow. But a lot of times I'm talking about how a company can grow, how a company can scale, while keeping your pulse on the client experience. And so, any company still will have to figure out, as they grow, how to be able to still touch each client so that you don't have a negative experience, as you just described. I think I read somewhere that cj developed sort of this text survey process, and texting is one of the most common ways that we communicate today. Can you tell us a little about that?

Micki Love:

Yes. So we do the texting for the surveys, but more importantly, we have developed the video series where they can be automatically triggered. So a lot of times the clients hire us because of the person that they see on TV or the person that they see on the billboards or on the website. That's why they are drawn to the firm. And a lot of times when we grow our firms, that person that is the spotlight of the commercials cannot touch every single client. So what we've done is we've come up with client update videos for each one of those touchpoints that we believe are critical throughout the different case types.

Micki Love:

And then we trigger those based upon things within the case management system that the firms are using so that they go out automatically. And those videos deliver the message that the partner wants to send, or the face of the firm wants to send, about how they expect that client to be treated and what's going to happen in their case next. Over the years, we've watched these surveys come back about why clients were disappointed in the service that they had received, and 95 to 99% of those always revolved around lack of communication around what's happening on that case.

Micki Love:

So if we can develop touchpoint videos where someone can deliver a message to the clients automatically, so we're not dependent upon a human having to trigger something to happen, if we can deliver those messages, the client now feels informed, they also feel like the face of the firm knows what's happening in the case, and they feel like they've been seen and heard and valued. So it makes a huge difference in the client's experience overall.

Judd Shaw:

Well, this is probably the point that I have to acknowledge or admit my bias to you and cj, because I personally had gone down to Nashville, as you know, and shot those videos, we call them case status videos. And you're right. One of the most important things that we were able to implement is the ability to give our clients the status of what is going on, the transparency of their case flow, of what their case looks like. Not every client needs to hear from me, not every client necessarily needs to speak to their team, but every client just wants to know what's going on. And every time our case moves, it progresses, whether that be from sign up, to dealing with their property damage on their car, to reaching a point where they no longer need medical treatment, maybe a settlement offer has been made, maybe their case has actually even been settled now.

Judd Shaw:

All of these videos give comfort to our clients in terms of what to expect next. What's the next step? And also what does the status that has just changed mean to them? They also can watch it 100 times if they can. So a lot of times, if maybe some conversation pointers were skipped over and the clients don't have questions about it, maybe a question later, or too afraid to ask the question during that time, they have the benefit of doing that by way of video on their own terms and on their own time. So I found that those type of services, whether they be these case videos, whether they're these touchpoints and surveys, the great service really gives a unique selling position; the repeat business, the increased trust and branding, and that word of mouth that you're discussing.

Judd Shaw:

It's pretty clear that customer service, which is a passion of mine, I just love looking at the complex world of creating a first-class client experience with a lens of how to improve that each time. How else can cj, the industry advertising leader in personal injury, how do you create these efforts to yield the results? When a law firm says, "I want to retain more cases, I want to develop a better customer service, I want to make sure that as I grow, every team member is doing a touchpoint, as they say they should," how do you create that and tie that into marketing?

Micki Love:

Wow, that's a big question. So we like to explore with the firm, each market's a little bit different, so we want to know your market, we want to know the people that you're already representing, we want to know how are they responding to things already? Are they used to getting emails and responding to emails? Are they better with text messages? Are they better with... They want that telephone call. If that's the issue, then we have to figure about that customer service thing right away and then we have to develop our messaging when we create the videos, or we create the text messages that go out, to assure them that we are there and we're hearing them and that we're listening. But it's all about who are we representing? We're representing Judd Shaw.

Micki Love:

If we're representing Judd Shaw, what is he passionate about for his clients? And then we want to create and develop processes for the operations that reflect that, we want to develop videos that reflect that, we want his website to reflect that. Everything that client could possibly could come in communication with, we want to make sure it represents the Judd Shaw way, or whatever client, whichever client it is across the country, it has to be representative of them.

Judd Shaw:

t, one is the mass [inaudible:

Micki Love:

Yeah, absolutely. If you think about Walmart, for instance, they know there's a certain city that when it gets close to Christmas, they use more red jello than they do anything else. And so they make sure that particular supermarket has an extra supply of the particular brand of jello whenever it's that time of the year. We want to make sure we know our clients to that same level. So it's very hard and very easy at the same time. So all we have to do is pay attention, watch the numbers, watch the data that we're seeing coming in, track our clients from a zip code perspective, we know where they're being drawn from, and then start to develop messages and processes that will relate to that particular client. We are a very data-driven agency. We watch everything. If there's a number that can be tracked, Chad and I are tracking it on a dashboard somewhere, you can pretty much bet on that.

Micki Love:

And we're going to take that information and we're going to turn it around and we're going to use it to build better creative for our clients so they can attract more clients like that. And then we're also going to take that and we're going to develop new processes and procedures for law firms, much like these client update videos or the texting of the surveys, so that we can keep growing that database for our clients. We also use simple things, like we're sending out an email to a particular group, we're going to AB test it so we can say, okay, this subject line doesn't work for this group of clients, but this subject line does. So when we write new content for email marketing, we got to lean toward this type of subject line. So it helps us to just redefine how we're delivering messages when we're tracking and know what's happening for our clients and to our clients.

Judd Shaw:

Oh boy, did you tee up a question that I was dying to find out from you, which is how do you figure out content and where to place the content? So putting that out for the consumer, you got to figure out what are their needs? What are their interests? What are their issues and concerns? As you point out, where do they spend their time shopping? Is it a particular business product or service? So you mentioned tracking and data and dashboards. How does cj, how do you even gather the most accurate data available, and track and analyze that data to apply it to strategy?

Micki Love:

Ooh, that's a big question. So we are very fortunate to work with clients that trust us across the country, and each Monday, our clients across the country will send in their leads and signups from the previous week. And we built some proprietary software for cj that takes all of that lead information in and compares it against their media purchases that we have done during that prior time period. And then we start to analyze what's working? What's not working? This TV ad when it plays on this TV station seems to draw more clients.

Micki Love:

This billboard put up in this market, now we can see the zip codes of these particular leads coming in and this billboard seems to be effective, let's do more of this in that market. So we spent a lot of time developing that software years ago. Arnie Malham, the founder of cj did. And we've been able, Chad and I, since we've been here running cj to take that and tie in the other pieces that we are aware of in the operational side to make that more effective and efficient for all of our clients across the country.

Judd Shaw:

Boy, is that interesting. Advertising, I can tell you, spending a lot of money myself on it, you want to make sure that all those dollars are used in the best way possible, because you can really spend a fortune and miss the mark, and all of that being for nought. So sounds like not only are you tracking that, but in comparing that to prior efforts, you know how to apply them to future ones.

Micki Love:

Yeah. Having ran a law firm before, being responsible for a huge marketing budget, it was always a trial and error thing. Is this working? Did we spend our money in the right place? And you can easily blow hundreds of thousands of dollars if you're not paying attention to things. So that tracking mechanism that we are working through and with to ensure client dollars are spent the best way possible is extremely important. I would say cj is different than a lot of agencies in that respect. We don't just say, "Yes, we'll take all of your money. Just keep giving it to us." Now, we would like to, but having ran a law firm, we want to make sure that we stay in those operational norms for a law firm, because we know you need to be profitable as a law firm in order to continue.

Micki Love:

And so we're not going to say, "Give us all your dollars and we're going to deliver leads," we're going to say, "Let's look at a healthy budget and then let's look at how that healthy budget should be spent to generate the most leads possible for your law firm." And if our services can't do it for you, we're going to tell you. I think one of our first visits with you Judd, we were like, "We can't deliver for a healthy number for you based on the market that you're in right now. So let's do these other things first and start making your phone ring, generating good leads, good value cases. And then we can start adding layers onto that as we get further down the road so that your firm can stay profitable and healthy while growing at the same time."

Judd Shaw:

I want to mention that first visit. I remember like it yesterday, going back to it, because the impact of that, other than I was really impressed with you and Chad and the company and the strategy and the approach, that you were even suggesting on the first meeting. You had done background about me, you had looked at my market, and all the different teams from digital to web to outdoor came and already had some ideas and proposals, instead of just making it an open-ended conversation. And at the end of this, it was a handshake deal. I was shocked. I was saying, wait, every advertising company that I've been involved in makes me marry them, sets me up for a year, and then sends me data monthly that looks like Latin, because I don't understand the background of analytics on the websites: traffic flows, words, points, Google ads, and these shorts, and numbers.

Judd Shaw:

And they don't really make sense to me because I'm not in the industry. So then cj says, "Well, if it's not working and you don't see a return on it, then leave. Then you can get out. We don't want you to be stuck with us if you're not confident that we're doing our job." How did that approach, how did that come up? I was really shocked that I wasn't signing a contract at the end of that meeting for a five-year relationship and having to look at number after number and hope that Wizard of Oz there is working.

Micki Love:

Yes. Since the beginning, when Arnie Malham started cj Advertising, it's always been a handshake deal. We created a family of firms that want to work together and grow each other. That is how we now represent some of the largest firms across the country, because they openly share data and ideas with each other because they're not in competition. We feel like we want to treat all of our clients as family and be in a win-win situation. And if we're not, we don't really want to do business with a firm that doesn't trust us and that we don't trust them. And again, if it's not working, we don't want you to keep spending your money on things that aren't working, we want to help you find the right solution. I said earlier, if it's not us, we're going to help you find the solution, but we want it to be us and we believe we have solutions.

Micki Love:

But if it's not working, we're the first ones to raise our hands and say, "Hey, this isn't a place where we can add value. Let's help you find the right place." But we truly love our clients. And we feel like if we do the right thing by our clients, then it's going to come back to us tenfold, and same thing for our clients. If they're doing right by their clients, it's going to come back to them tenfold. And so if we can foster that attitude with our clients, and then they can foster it with their clients, we feel like we have an opportunity to build one of the most leading industry standard advertising agencies out there.

Judd Shaw:

Yeah, I have to tell you, I think you may have heard, I contacted a representative at cj and I said to them, "I want to go and I want to travel and see these law firms you're working with. And I want to speak to them and test this open transparency and see how well they're going to help me grow my company in terms of showing me what they're doing well, and likewise, what didn't work for them." And so I think in the last, I don't know, six weeks, I visited law firms that have a relationship in some form or another with cj in Las Vegas, Denver, Colorado Springs, Little Rock, Birmingham, Bryan, Texas, Nashville, California. I just was all over the place and my head was exploding with the ideas and things that I was seeing from these law firms.

Judd Shaw:

And it was just so special that they opened their doors to me and allowed me to come in, and opened their books and tell their team to share with me anything that I wanted to know, and give me such a benefit to take back to the company, to my company, and try to see what works and what would work for my geo and what could I implement. And it really was just such a pleasure. And by the way, for any listener, if you think that it may not work in your geo compared to other states, reach out to me. I'll share with you one of these law firms that were so willing to invite me and teach me, and connect you with that law firm and you can talk to that law firm about this kind of things that I just did and how I went about it.

Judd Shaw:

One of my core values, Micki, is work the wow. And I know that cj is big on consulting companies based on creating a mission statement, creating core values, using that as your lighthouse and your beacon to guide all of your actions. So our clients from all walks of life, I think they have comfort knowing that we have their interests in mind first, with the highest of honor. And we put their interests above our own. And I like to say that our service isn't average, our effort isn't average, and I don't want our team to be average. So if our clients aren't talking about us wowing them, then we're not wowing them.

Judd Shaw:

We may think we're wowing them, but we're really not. And so what my law firm has to do is to provide a positive emotional impact on every client, as you noted, not just one or two, but every single client, and do it time and time again. And I want our clients raving about their amazing service that they experienced. So I want a tip and trick from you, the insider, the expert. How can I, or any company that strives to really deliver the first-class experience, get the message out to other perspective clients across media platforms?

Micki Love:

Be authentic. In everything you say and do, it has to be authentic, it has to be you from the core up. And then your message needs to be uniquely you. Once you've been authentic, it has to be translated through every message you're sending out. I think sometimes people get caught up when they hire an ad agency and creating a brand. That brand is so far off from who they are as a person that that message doesn't get articulated all the way through. And so sometimes it just becomes real muddy. We like to spend a lot of time at cj getting to know our clients and helping them to tell their story through their advertising messages. If it's the wow that we're trying to create, then we want to make sure that every piece of material that goes up for that particular client says, "wow."

Micki Love:

And so when they get to that firm and they start talking to people, they feel the wow. But it has to really start at the top. If you're not authentic about what message it is you want to get out there and you can't articulate it to us then the clients are not going to be able to receive it either. So you've got to know, you've got to know what it is you're passionate about. Why did you start doing this? Why are you passionate about representing people who've been injured? And then let's translate that into a wow moment for all of your clients through every message you do.

Judd Shaw:

I think cj's mascot is the camel, right?

Micki Love:

Yes.

Judd Shaw:

And you actually have a camel outfit, like a camel mascot runs around with the camel outfit. Yeah?

Micki Love:

We have a couple of those. Yeah.

Judd Shaw:

Yeah. And so, at Judd Shaw Injury Law, we have Sterling the Safety Knight. And in fact, I think DJ helped me with the campaign of naming our mascot. And so, I couldn't find a horse mascot anywhere, so at some point, can I get a picture or video of Sterling the Safety Knight with his sword held high, going into battle riding the camel?

Micki Love:

Absolutely. We can make that happen.

Judd Shaw:

Micki, we've reached the end of our discussion and I like to always ask my clients about different comparisons, whether a guest believes he's better or worse looking than his twin, who's smarter between two brothers who work together? And even Chad, when I asked him who can drink more Hurricanes and remain standing between him and his partners? James won that contest, by the way. So I have to ask you, you have two children, right?

Micki Love:

I do.

Judd Shaw:

And a dirty little secret is that often mom and dads have a favorite child. And while they may not admit that, some of it's their first, otherwise it's the baby in the house. So how do you strategically message that you love your children equally? And who do you love more?

Micki Love:

That's a trick question, Judd Shaw. You have to speak their love language. Once you speak their love language, they know how much you love them. And I love both of my children equally. It's Christmas time, you can't ask that question right at Christmas. It might affect my present.

Judd Shaw:

There it is. Said like a brand strategist, an expert in messaging. And we're convinced her answer must be an honest one. I'm buying it. Micki, thank you so much for coming in today. It's just so great to have you on. If people are interested in cj Advertising services, are you the best person to contact?

Micki Love:

Certainly, they can reach out to me any time. We are happy to talk to them about anything operational. Even if they're not a cj client, we'll talk to them and see how we can help them. Happy to do so.

Judd Shaw:

Can you provide for our listeners some contact information, best way to reach you?

Micki Love:

Absolutely. My email address is mlove@cjadvertising.com. You can go to our website at cjadvertising.com. My information's there. You can click on it, call me, or text me, or email me directly from that website.

Judd Shaw:

Micki, I look forward to seeing everybody at cj and you in Nashville, Tennessee.

Micki Love:

Me too. I'm ready for everybody to be back here. We love our cj family.

Judd Shaw:

-:

Voiceover:

Are you ready to take the next step to creating an unforgettable brand? Subscribe to the Judd Shaw Way in your favorite podcast app and join the conversation on social media at Judd Shaw Injury Law. Have topic suggestions or questions? Email us at podcast@juddshawinjurylaw.com, and be sure to include an address where we can send you some cool swag. Attorney advertising materials. This podcast is designed for general information purposes only. Nothing on this podcast should be taken as legal advice for an individual case or situation. This information is not intended to create and viewing does not constitute an attorney-client relationship. No aspect of this advertisement has been approved by the Supreme Court. Any results set forth herein are based upon the facts of that particular case and do not represent a promise or guarantee. Those with legal questions should seek the advice of an attorney.

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