If you have kids you know that they are like a Terminator when it comes to asking questions. They never stop. They have an innate and insatiable curiosity about the world and their place in it and asking questions is how they make sense of it all.
Of course you also know that their favorite question is “why?”
When you tell them to eat their peas, they ask why. “Because I said so” isn’t a very good answer.
And yet “because I said so” will get many kids to comply. It is a reason, after all, even if it carries an innate threat of punishment for failure to do so.
On the other hand, if you give them a good reason to do what you ask, you should find it easier to get them to comply.
Well guess what? It works the same way with your clients, prospective clients, friends and followers on social media, and everyone else in your life. You want someone to hire you? Tell them why. You want them to click and read your post or register for your event? Tell them why. You want them send you referrals, tell them why?
What’s in it for them? What will they get out of it? What will happen if they don’t?
I got a text this morning from one of my business partners. There’s a conference call at 10 am and he would like me to listen to it. He told me what to do, but he didn’t tell me why.
What I will learn? What’s the subject matter? Who is the speaker? What will I get out of the call?
Many people will do what you ask out of habit or allegiance to you, out of curiosity, or because you said so. But more people will do it if you tell them why.
Studies have shown that the reason doesn’t have to be particularly strong. Offering any reason will increase response. “It’s Monday and we have a call at 10 am” isn’t a very good reason but it’s enough to get some people to dial in who otherwise might not.
But if you ask me, and you do, offering better and more compelling reasons will get more people to sign on and do what you ask.
In fact, the degree of your success in marketing legal services is a direct function of the persuasiveness of your message.
No reason? Some will comply. Lame reason? More will do so. Great reason? Home run. Multiple reasons with valuable benefits and invoking a fear of loss if they don’t? Grand slam.
You can’t threaten to send clients to their room if they don’t hire you or send you referrals. You need to tell them why.
Get this and you will get more clients and increase your income
