Notice I didn’t tell you what “this” is. You want to know what it is, don’t you? So you started reading. And thus, illustrate the power of this principle—curiosity.
Humans are curious creatures. And you can use their curiosity to get them to do what you want them to do.
Prospective clients want information. They want answers. They want to know what can be done to solve their problem and achieve their goal. Which is why they visit your website, read your posts, sign up for your newsletter, watch your videos, and sign up for your seminar.
It’s also why they contact you, make an appointment, and keep it.
But hold on. You can’t rely on their innate “desire to know” to get them to do what you want them to do. You have to build on their curiosity. Make them hungry enough to take action.
How? By not telling them everything they want to know.
Hold back. Tell them some of the basics, but don’t tell them everything.
Most lawyers know that but don’t always do it. They want to impress the prospective client with their knowledge and experience and wind up telling them too much. Too much information, too many answers to frequently asked questions, too much detail.
They don’t have to take the next step if you’ve already told them everything.
Many lawyers do the opposite. They don’t tell them enough. They tell them their practice areas and accomplishments (in an ad or directory listing or website) and nothing else. They assume this is enough to compel prospective clients to call or write or fill out a form.
But it’s not. They want more.
Your challenge is to tell them enough so they see you have the information and solutions they need and want, but not so much that they don’t need to take the next step.
Make them curious. Don’t satisfy their curiosity.
