Care to guess which of my emails and posts get the most passionate feedback?
It’s not posts about how to do things. It’s not about marketing, productivity, or anything else substantive. The posts that bring the most passionate, emotional feedback are, by far, those that are inspirational.
It’s when I talk about “big picture” themes that apply to all of us human folk. Or when I share something personal about how I’ve changed. The posts that share ideas that make people feel good about themselves and the future.
There’s a lot of bad things happening in the world. People are scared. Hurt. Looking for answers.
We all need a bright spot. We all want to feel hopeful.
That’s where you come in.
When you email your list, post on your blog, or talk to an audience, with everything you do in building your law practice, your number one job is to make people feel good.
When people feel good about themselves and the future, they associate those good feelings with you, the bearer of that good news and those prognostications. They will like you for it and want to continue hearing from you and being around you.
People want to associate with people who promise to lead them towards a better future. That can be you.
This doesn’t mean you can’t scare them with dire warnings. Fear can be very motivating. It doesn’t mean you should no longer try to educate them. Among other reasons, conveying information is important to building your credibility and trustworthiness.
But at the end of the day (speech, article, interview, etc.) give people hope. Let them know they aren’t alone on this journey, you’re right there with them, and things are going to be just fine.
They will never remember what you said, but they will never forget how you made them feel.
