In a recent episode of the Legal Mastermind Podcast presented by Market My Market, hosts Eric Bersano, Ryan Klein, and Chase Williams welcome Doug Bernetti, the president and CEO of Bernetti PA. Doug shares his journey from a small startup to a thriving personal injury law firm, emphasizing the pivotal role of empathy in client relationships and the evolving landscape of legal marketing.
Doug Bernetti started his firm in 1994 with a $10,000 loan, a venture filled with fear and uncertainty. Over the years, through relentless effort and innovative marketing strategies, Bernetti PA has grown into a significant player in the personal injury law sector. Doug’s story is a testament to the power of perseverance, strategic marketing, and the importance of client communication.
From Humble Beginnings to Legal Success
Doug Bernetti’s legal journey began with a leap of faith. In 1994, armed with a $10,000 loan, he and his wife ventured into the competitive world of personal injury law. Despite initial fears, they plunged into the business, working long hours and dedicating themselves to their vision. Their success wasn’t immediate, but through consistent marketing efforts, starting with a small newspaper ad, they slowly built their clientele.
The early days were marked by significant challenges. Advertising in the legal field was frowned upon in Doug’s region, but he persisted. His willingness to take risks, even buying a law firm to secure a prime position in a phone book, exemplifies his determination to stand out in a crowded market. While not all investments paid off, each step contributed to the firm’s growth, leading to multiple staffed offices and a comprehensive personal injury practice.
Doug’s marketing journey wasn’t without mistakes. Lacking a marketing background, he relied on self-teaching and experimentation. The transition from traditional advertising, like phone book ads, to modern digital marketing posed its own set of challenges. However, Doug’s adaptability and willingness to embrace new methods have kept Bernetti PA competitive in an ever-evolving landscape.
Adapting to Modern Marketing Challenges
Doug’s marketing philosophy has evolved significantly since the days of newspaper ads and phone book listings. Today, the marketing landscape is multifaceted, requiring a presence across various platforms, including social media, online advertising, and streaming services. Doug refers to this as the “shotgun approach,” necessitating a substantial budget to cover multiple channels effectively.
Managing this diverse marketing ecosystem is no small feat. Doug employs a team of in-house and external marketing professionals to handle different aspects of the firm’s marketing strategy. This includes specialists in TV and radio advertising, internet marketing, and creative production. Ensuring a consistent brand message across all platforms is crucial, as is maintaining a flexible approach to adapt to new trends and technologies.
One of the most significant changes in recent years has been the shift towards internet-based advertising. Streaming TV, social media, and other online platforms offer vast opportunities but also come with higher costs. Doug predicts that as these platforms become more accessible and affordable, they will dominate legal marketing. However, for now, traditional media like broadcast TV still plays a vital role in his strategy due to its cost-effectiveness.
Team-Focused Leadership and Exceptional Customer Service
A cornerstone of Bernetti PA’s success is the commitment to customer service and team-focused leadership. Doug has transitioned from being the sole leader to establishing a leadership team that manages various aspects of the firm’s operations. This delegation has allowed Doug to focus on strategic growth while ensuring that the firm’s values, particularly customer service, are upheld.
Customer service at Bernetti PA goes beyond mere courtesy; it is about creating a Disney-like experience for clients. This involves regular communication, empathy training for staff, and innovative tools like a client app for easy communication. Doug believes that empathy is crucial in building client relationships, especially in the legal field, where clients are often dealing with significant personal challenges.
Training is a critical component of Bernetti PA’s approach. The firm has developed an extensive intranet, BPA University, which houses training videos and resources for staff. This ensures that everyone, from call center employees to legal professionals, is equipped to provide the highest level of service. Doug emphasizes the importance of regular training and active listening to create a partnership with clients, making them feel heard and understood.
Discover More with Legal Mastermind Podcast
For more insightful discussions like this one, tune into the Legal Mastermind Podcast. Each episode features industry experts sharing their knowledge on growing and managing law firms effectively. Whether you’re a seasoned attorney or just starting out, there’s something to learn from every conversation.
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