One reason people say “no” to your offers and recommendations is that they don’t understand what you’re offering or recommending.
It’s not clear. There are too many options or variables. They don’t know exactly what to do or why.
They’re confused. And a confused mind always says no.
One of the most valuable of your marketing tools is clarity. Clients like it when things are clear and simple. In fact, they might choose you over other lawyer or firms primarily for that reason.
So, go through all of your marketing materials, website, forms, emails, presentations, and documents, and make sure everything is as clear as possible.
Make sure a layperson can understand everything. Make sure there are fewer options,. Spell out the benefit of each.
If things aren’t as clear as possible, set up a project to improve it.
Answer all of their basic questions before they ask. Explain how you can help them. Tell them how long it will take, how much it will cost, and if there are any alternatives. Tell them the risks and rewards. Explain the process. And especially, the first step.
Look. At. Everything.
When they get done reading your message or listening to your proposal, they should know everything they need to know and have zero questions.
That’s the goal, anyway.
Of course, they will still have questions (even ones you’ve already answered), doubts, things they need you to explain. That’s okay. It’s part of the deal.
As you answer their questions, assuage their fears and doubts, and explain more about how you can help them, you’ll be able to add this to your marketing materials and make everything clearer for the next prospective client who comes along.
The Attorney Marketing Formula
