30. Morris Bart — One Call, That’s All: A Long-Term Commitment to Legal Advertising

The Game Changing Attorney Podcast with Michael Mogill

Michael Mogill

Management, Business, Marketing, Entrepreneurship

5.0 • 540 Ratings

🗓️ 20 October 2020

⏱️ 43 minutes

🔗️ Recording | iTunes | RSS

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Summary

"After 40 years of advertising, the ads that lawyers are making still suck." - Morris Bart Is legal advertising about best practices, or does Morris Bart have a sixth sense? Do you really need to spend millions to get leads from TV ads? How did Morris Bart write the genius “One Call, That's All” slogan? What one aspect of his firm will Morris Bart never let go of? Morris Bart: Legal Marketing Pioneer Morris Bart was the first attorney to advertise in the state of Louisiana, and one of the first to do so in the entire country. The second that the Bates decision was passed, he was on the train and he's never looked back! Now a New Orleans local celebrity, Morris pioneered the use of TV ads and billboards, and he rode the wave from a single office in 1980 to 17 locations today. So where did Morris Bart get his sixth sense for advertising? This week, we discuss the commitment, perseverance, and long game that helped Morris Bart rise to the top and dominate his market. The Power of the Slogan (and Why You Can't Just Steal Someone Else's) Just about everyone in the country has heard attorneys use the "One Call, That's All" slogan, but did you know Morris Bart created it? Morris shares the power and simplicity of crafting the perfect slogan — and how to make it stick. Plus, we discuss how true differentiation can only be achieved by identity-centric branding, and why, according to Morris Bart, the majority of lawyers' ads still suck. The Digital Territory: Why Morris Bart Still Gets His Hands Dirty Even after years of success, Morris Bart keeps rising to new heights, so why doesn't he ride off into the sunset? The answer is simple: he loves to create. Morris views digital marketing as a vast uncontrollable territory full of intellectual and creative challenges. We discuss the new advertising landscape, which social media platforms he prefers, and why he's hedging his bets on mastering Google. Key takeaways: You've got to spend money to make money, at least when it comes to TV ads. Morris Bart believes it is impossible to achieve a high level of success unless you are a top spender in your market. Managing people is one of the biggest challenges. Morris learned the hard way that to avoid disappointment in hiring, you need to develop a thick skin and become an expert in HR and spotting potential. Everyone can jump on the Morris Bart wagon, as long as he's still driving. The best leaders learn to encourage collaboration and relinquish some of their control (but still keep their finger on the kill switch). Links and Resources The Game Changing Attorney Podcast Michael Mogill Facebook Michael Mogill Twitter Michael Mogill Instagram Michael Mogill LinkedIn Crisp Video Website Crisp Video Facebook Crisp Video Group Twitter Crisp Video Instagram Crisp Video LinkedIn Morris Bart LinkedIn Morris Bart Personal Injury Lawyers Morris Bart Twitter

Transcript

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0:00.0	Advertising works, but you have to do it in the style that fits your personality.
0:09.4	That's Morris Bart, legendary Louisiana personal injury attorney and legal marketing pioneer.
0:14.9	And I never would have thought 40 years ago that after so many years of attorney advertising,
0:23.5	the ads that lawyers are making still suck.
0:27.6	I'm Michael Mogul, founder and CEO of Crisp Video, the nation's number one law firm
0:32.3	growth company.
0:33.2	I've built my business through practice, not theory.
0:35.9	Crisp started with just $500 to my name and has grown to over eight figures in revenue over the last few years, earning a spot on the Inc 500 list of the fastest growing private companies in America. Our approach has been to take everything we've learned about generating massive growth within our own organization and help the country's most ambitious and committed law firm owners do the same for theirs.
0:58.5	In each episode of this podcast, I sit down with innovative market leaders from the legal industry and beyond to learn from those who thrive in the face of adversity, challenge the status quo,
1:03.3	and define what it means to be a true game changer.
1:06.1	Today, I sat down with Morris Bart to discuss the pivotal decisions he's made in his decades-long
1:10.6	career, the motivations driving his iconic advertising to discuss the pivotal decisions he's made in his decades-long career,
1:11.3	the motivations driving his iconic advertising strategy,
1:14.2	and the lessons he's learned as he grew his law firm into the powerhouse it is today.
1:18.4	A lawyer I really respected in New Orleans told me, he said,
1:21.6	you know, you better hope this advertising stuff works because your name is mud in New Orleans.
1:27.1	You will never get a job anywhere.
1:29.3	If the advertising doesn't work, you're going to have to move out of town.
1:33.4	That's coming up on the Game Changing Attorney Podcast.
1:42.2	Moore's Bart is perhaps the best-known legal advertiser in Louisiana.
1:46.0	That's largely because he was the first attorney to advertise in the state
1:49.0	and one of the first to do so in the entire country.
	...

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