Everyone’s favorite radio station, we’re told, is WIIFM—“What’s in it for me?” They tell us that prospective clients don’t care about you or what you want; it’s all about them.
So make it about them.
Make your content, offers, stories, and examples about your reader or prospect. Because that’s why they’re reading your article or copy and that’s why they will hire you (or won’t).
Just tell them about your services and benefits. Leave yourself out of the picture.
No, don’t do that. You will always be in the picture because you’re the one who will help them get what they want.
If you don’t tell them about yourself, if your articles and sales pages are only about your services and offers, that’s boring. And generic. And unlikely to persuade anyone to choose you.
(NB: don’t write articles or sales copy that any other attorney could grab and slap their name on.)
If you want clients to hire you instead of any other attorney, tell them about yourself.
Anyway, aside from that, the reality is, people do care about other people and that includes little ‘ol you.
Sure, they care about themselves a lot more, but don’t for a minute think nobody wants to know anything about you.
They do. They want to hear your story. Especially if they’re thinking about hiring you.
They want to hear about your experiences working with other clients. They want to know what you think about things. They want to know where you’ve been and where you are going.
Because they want to see what it would be like having you as their attorney. But they’re interested in you even if they’re not shopping for a lawyer.
Because people are interested in and care about people.
Something else.
If your reader finds your story interesting, if they relate to you, if they feel that in some way they know you, they will be more likely to hire you.
Knowing is the first step. Liking is second. Trusting may take more time, but the more you tell them about yourself, the more likely this is on the way.
Don’t overdo it. Don’t be one of those people who talks incessantly about themselves.
Me, me, me, doesn’t win friends or influence people.
But don’t hide yourself and talk only about your services. Make your articles and copy mostly about them but also about you.
Because if they hire you, it’s going to be about both of you.
