Prospective clients (and the people who refer them) won’t hire (or recommend) you unless you answer some fundamental questions about yourself and what you offer.
(1) Why should I give you any of my time?
I’m busy, I have problems and a life or business. Why should I download your report, watch your video, visit your website, or sign up for your webinar? Why should I listen to you or talk to you?
What will I learn? How will I be better off?
(2) Why should I hire you (now)?
What can an attorney do for me I can’t do myself?
What problems do you solve? What risks will you help me reduce? Why should I hire you now instead of waiting?
Will you save me money? Time? What other benefits will you help me get?
There are lots of attorneys who would like my business—why should I choose you? What do you do other attorneys don’t do? What do you do better or faster?
(3) Why should I trust you?
I don’t know you. I’ve been burned by attorneys in the past. Can you prove what you’re telling me?
What are your capabilities and experience? What resources do you have? What is your track record?
Do you have testimonials, reviews, endorsements, or awards attesting to your abilities and “service”?
When you address these questions in advance, you clarify need, increase trust, reduce objections, and get more prospective clients to hire you or take the next step.
Think of these questions as the agenda for all of your marketing and you won’t go wrong.
