Resource Links:

• CaseFuel Website (http://casefuel.com/)
• Get your copy of “Legal Marketing Fastlane” (https://www.amazon.com/Legal-Marketing-Fastlane-Roadmap-Generating-ebook/dp/B06X9B76QX)
• Great by Choice book by Jim Collins (https://www.amazon.com/Great-Choice-Uncertainty-Luck-Why-Despite/dp/0062120999)

In my first-ever sales job, my sales manager used to tell me, “Never use the word cost.” 

Instead he told me to always say “investment.” Cost essentially became a dirty word. 

I didn’t think too much into it at the time - it seemed like a small distinction. All I knew is that it seemed to work in my sales calls.

But looking back, it had more to do with my success in business than I ever imagined

Many law firms try and fail to get their first ROI on marketing. 

Unfortunately, many firms view marketing with a cost mentality. And these are the ones that don’t see a return. I see this failure as less of a coincidence and more of cause and effect relationship.

In today’s episode, we explore how your choice of words can have a big impact on your mindset. And when it comes to achieving ROI, your mindset is everything...

In this week’s podcast, Jan Roos, founder of Casefuel, argues that treating your marketing dollars as a cost — and not an investment — sets your firm up for failure. Jan breaks down these two mindsets and highlights the importance of adopting the right one for increased ROI.

We’ll be talking about:

1. Unpacking and defining cost and investment  [01:32]
2. Your success depends on how you judge cost between investment [2:59]
3. Treating investment as a cost sets you up to lose [05:43]
4. The weird metaphor of “The Battle of Stalingrad” [06:04]
5. The casualties of running an under resourced firm [07:14]  
6. The cost mindset vs. investment mindset in marketing investment [07:32]
7. A closer look at the cost approach [08:16]
8. A closer look at the investment approach [09:16]
9. Your ROI in marketing [12:00]
10. Looking at a past investment as a cost is rare [12:09]
11. The postulate of not investing in things that are unproven [13:18]
12. You’re not gonna move forward if you’re waiting for an irrefutable proof [13:41]
13. How lose as little as possible to find out the wins [14:24]
14. You always get to choose what success is defined as [15:32]

About Our Jan:

Jan Roos is the CEO of CaseFuel agency, helping law firms generate revenue through pay per click advertising. He is a legal marketing expert and is the author of the bestselling book, “Legal Marketing Fastlane.” It talks about PPC lead generation, a technique used to generate client leads for big and small practices

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