If you ever watched the campy 1960’s TV series Lost in Space, you may recall one of Dr. Smith’s signature expressions.
If not, perhaps you recall the old Verizon TV commercials where the spokesman walked around town, speaking on the phone, repeatedly asking the other party, “Can you hear me now?”
What do these two have in common? Right, the pain.
The Verizon spots dramatized the biggest pain point for customers of other carriers, poor signal quality and dropped calls.
We all literally said, “Can you hear me now?” as we moved to find a better spot.
This demonstration set the stage for Verizon’s promise of better coverage and clearer signals, which landed them a lot of new customers.
In your marketing, you should do what Verizon did: market to the biggest frustration felt by your prospective clients.
Find your prospective client’s pain point, about their legal situation or their current attorney, and build your marketing message around this.
What makes them angry or keeps them up at night? What troubles them most about their legal issue? What is their biggest complaint about their current attorney?
Talk about that, and promise they won’t have that problem when they hire you.
Make the pain, and the relief you promise to deliver, specific to your practice area and market, because not everyone is frustrated by the same things. But if you need an idea, consider the nearly universal pain point for clients, “My lawyer never calls me back”.
Build your marketing around your prospective clients’ pain and promise to take away that pain. You can’t go wrong with that formula.
By the way, you may have noticed that the actor who portrayed the spokesman in the Verizon ads is now the spokesman for Sprint.
Oh the pain, the pain.
