People buy legal services to solve a problem. The bigger the problem (or potential problem they’re trying to prevent), the more motivated they are to do something about it.
They’re in pain and want relief. It’s your job to remind them about that.
In your presentations, articles, posts, videos, reports, and other marketing documents, the best thing you can do for your reader and prospective client is to remind them that they are in pain, or will be if they don’t take action, and tell them why their pain is unlikely to go away by itself.
Tell them what their problem is costing them—or will cost if they do nothing.
Tell them about ancillary problems this might cause and what those might cost.
Tell them about how bad things can get if they ignore the problem or wait too long to do anything about it.
And then present the solution you offer and tell them how to get it.
But don’t just “mention” their pain, dramatize it. Make sure they feel it in their gut. Get them to imagine the worst-case scenario and feel the urgency of their situation.
But (and this is important) don’t overdo it.
You don’t want to come off as an alarmist or make them think you’re trying too hard to get their business.
Easy on the drama queenery.
The other reason for not overdoing it is that you don’t want to scare them off.
If you frighten them too much, pile on the urgent talk, rail at them to do something immediately, they might put their head under the covers and do nothing.
Or run into the welcoming arms of another lawyer who sounds more sympathetic and hopeful.
State the problem. Agitate the problem and the pain it is causing or could cause. Present the solution. And close by talking about the benefits of that solution.
Always offer hope.
One of the simplest and most effective ways to do all of the above is to tell them about one or more of your other clients who were in the same situation before they came to you—and how they’re doing now.
A little pain goes a long way, but only if you also offer hope.
The Attorney Marketing Formula
