Hope and opportunity

That’s really what you sell. Your legal services are merely a means to an end. 

Clients want their problems to be fixed. They want to recover their losses and be protected against future harm. They want their pain to stop and the pleasure they seek to start. 

And they want to know they have you by their side, fighting for them, defending them, advising them, and helping them achieve their goals.

Hope and opportunity. That’s why they hire you. And your presentations, articles, and conversations should feature these. 

Clients aren’t especially interested in how you do what you do. They want to know that you can and will help them feel better and sleep better and be more prosperous. Clients choose you because of how you make them feel. They stay with you and tell others about you because of how you continue to make them feel.

In your marketing, talk mostly about the big picture, the benefits, and not so much about how you do what you do. 

Other lawyers may point to their impressive track record, but clients will choose you because you did something those other lawyers didn’t do. 

You made them feel good about themselves and their future.