One of the most important principles in marketing is repetition. If you want to put more butts in seats at your events, get more people reading and sharing your content, and more people hiring or recommending you, once is not enough.
Because the first time you say it, offer it, or ask for it, the odds are nothing will happen.
Why?
Maybe they didn’t get your message. Maybe they didn’t read it. Maybe they weren’t ready to take the next step.
For a lot of reasons:
- They didn’t have the money
- They didn’t want to spend the money
- Their problem wasn’t yet painful enough
- They didn’t understand you, believe you or trust you
- They needed to get someone else’s buy-in
- They have another attorney and feel bad about switching
- They didn’t want what you offered
- They had more pressing issues
So, you say it again.
You send the same message, or a different message. You repeat your arguments, examples, and stories, or you use different ones.
But they still may not be ready. So you follow-up with them again. And again. And again. And when they’re ready to take the next step, they will.
But that’s not the end of the story.
You continue to stay in touch with them, even after they hire you, because they may have other legal matters that need addressing (and may not realize they do), or they might not need your services right now but know someone that does.
Each time they hear from you, each time they find your message in their inbox, you remind them about what you do and how you can help them.
And people need to be reminded.
On the other hand, guess what happens if you only send one message, or even two or three?
A year, two years, three years later, when they need you and are ready to take the next step, you will be a long-forgotten memory and some other lawyer will get the call.
So, two rules for your rulebook:
- Don’t rely on one message to close the deal, and
- Stay in touch with people repeatedly, over time.
When they’re ready, willing, and able to hire you (or refer you), there you will be, in their minds and in their mailboxes.
The easiest way to do this? Yes, email.
Hey, have you noticed that I’ve said this before? Many times, in fact?
Just practicing what I’m preaching.
