A filed case becomes
a booked consultation.
Your staff already does the hardest part: they find the filed case and name the attorney of record. What is missing is the machine that turns that name into a conversation. This is the complete marketing plan and scoping document for that machine, built around a case-triggered sequence that coordinates email, phone, and hard-copy mail to the attorney's office on a defined cadence, supported by an inbound funnel underneath it. Written in plain language, with every touch and every trigger specified, so your GHL contractor builds it without guessing.
Three failure modes between the case and the call.
None of these are research problems. Your staff finds the cases. The friction sits in what happens after the name lands on the list.
Case-triggered timing is perishable
An attorney with a newly filed matter is warm for a narrow window, and that window closes when opposing counsel's appraiser gets named first. Without a defined cadence, the research your staff does decays into a stale list nobody works.
Three channels reading as three vendors
Email, phone, and mail sent independently do not compound, they collide. The mailer arrives after the cold call already burned the introduction, and the follow-up email contradicts the voicemail left two days earlier.
Handoff gaps get built into the system
A contractor building in GHL without exact day and step timing will guess, and guessed cadence becomes rebuilt workflows. Your one revision pass then gets spent fixing structure instead of sharpening copy.
One document your builder can execute from cold.
A complete marketing plan and scoping document written specifically for a litigation-support appraiser selling to attorneys. It opens with positioning: which practice areas to pursue first, ranked by how often they actually need a defensible valuation, and the messaging pillars that make your principal's CV, deposition record, and published work read as courtroom credibility rather than as a resume. The centerpiece is the case-triggered sequence, a multi-touch play aimed at the attorney of record that coordinates email, phone scripts, and physical mail on a specific day-by-day cadence, with branching for replies, gatekeepers, and silence. Underneath it sits the inbound layer: landing page copy, a lead magnet outline, form specs with qualifying logic, nurture emails, inbound and booking scripts, and a LinkedIn cadence for your principal that is timed against the outbound touches so the two never collide. All of it converges on a plain-language timing spec that names every touch, every day number, every pipeline stage, and every trigger that moves a lead forward, including how mail touches get logged as GHL tasks since physical mail cannot fire on its own. Your contractor builds from that spec without a single clarifying question, and I review what they produce and correct it once.
What you get. Phase by phase.
Every one of the eleven deliverables in your post is accounted for below, mapped to the phase where it ships. Each phase closes with your sign-off before the next begins.
- Ideal client profiles for family law, estate and probate, bankruptcy, eminent domain, tax appeal, partnership dissolution, and general civil, ranked by opportunity
- Core value proposition and messaging pillars built on the credibility stack: CV, deposition and testimony record, published work
- Offer and funnel strategy mapping the full path from cold attorney to booked consultation
- Defensibility language, the specific claims that survive a cross-examination read and the ones that invite it
- Multi-touch sequence to attorneys of record, with email, phone, and hard-copy mail coordinated on one cadence
- Email copy referencing the active matter, subject lines plus body, with follow-ups and branching logic for reply, open, and silence
- Phone scripts covering gatekeeper navigation, paralegal routing, objection handling, and voicemail
- Print-ready mailer copy plus layout spec for the intro letter, one-page capabilities sheet, and follow-up piece, written for your designer and print vendor
- Landing page copy for the attorney offer, written for a buyer evaluating defensibility, not a homeowner shopping on price
- Lead magnet concept and section-by-section outline, along the lines of an attorney's guide to a defensible appraisal
- Form wireframes and specs: fields, conditional logic, qualifying questions, plus conversion copy and the confirmation step
- Inbound and nurture phone scripts for qualifying and booking, including objection handling and voicemail
- Connection request plus multi-touch DM sequence written for attorneys, not for generic B2B buyers
- Profile optimization recommendations for your principal, positioned around the testimony record and published work
- LinkedIn cadence mapped against the email, phone, and mail touches so the same attorney never gets hit twice in one day
- Content angles that put your principal in an attorney's feed between touches without extra production load
- Plain-language touch map covering every channel, every day number, every branch, written so your GHL builder never has to guess a cadence
- Pipeline stages with the exact trigger that moves a lead: form fill, reply, booked call, or no response
- Case intake path from staff research into the sequence, plus mail touches specified as logged GHL tasks since physical mail is not automated
- One organized master scoping document packaging every asset and spec, followed by your included revision pass on the templates your contractor builds
Four weeks. Positioning to handoff.
Each week ships a reviewable piece of the document rather than one delivery at the end. Click any week to see exactly what lands.
Deliverables this week
- Ideal client profiles for the seven attorney practice areas, ranked by opportunity
- Value proposition and messaging pillars built on the CV, deposition record, and published work
- Offer and funnel strategy from cold attorney to booked consultation
- Defensibility language guide, what to claim and what to avoid claiming
Deliverables this week
- Multi-touch, multi-channel sequence to attorneys of record with a defined day-by-day cadence
- Email copy referencing the active matter, with follow-ups and branching logic
- Phone scripts for gatekeepers, paralegals, objections, and voicemail
- Print-ready mailer copy and layout spec for intro letter, capabilities sheet, and follow-up piece
Deliverables this week
- Landing page copy for the attorney offer plus the lead magnet concept and outline
- Form wireframes, qualifying logic, conversion copy, and confirmation step
- Inbound and nurture phone scripts, objection handling, and voicemail
- LinkedIn connection request, DM sequence, and profile optimization for your principal
Deliverables this week
- Plain-language multi-channel touch map with day numbers, order, and branching
- Pipeline stages and the trigger that moves a lead through each one
- Case intake path plus mail touches specified as logged GHL tasks
- Master scoping document delivered, with the revision pass on built templates held open for your contractor
Let's walk the case-triggered sequence.
A 30 minute call where I share my screen and walk the day-by-day touch map end to end, from the moment your staff logs a filed case through to a booked consultation. We can pressure-test the practice area ranking against what your principal actually gets retained for, and confirm scope. Happy to walk through commercials on the call.