If you’re selling your legal services, you’ve got to stop. Nobody wants to buy them. Nobody wants your work product.
What they want are the benefits your services provide. Money, freedom, safety, peace of mind. That’s what clients want and pay for.
So when you talk to prospective clients about your services, they really don’t care that much. Those are just details. Your services are merely the tools you use to create and deliver benefits.
I’m not saying that your services, skills, and experience are unimportant. Not at all. But to the client, nothing is more important than what you can do to improve their life.
We sell hope. We sell the promise of a better future.
When a client is in trouble, when they are scared or confused, when they want something but don’t know how they can possibly get it, you need to give them hope.
It’s the most precious thing you sell.
How to sell the benefits your services provide:Â The Attorney Marketing Formula
