Curiosity is one of the most powerful marketing strategies there is. Prospective clients want information about the law, their risks, potential costs, their options, and the best way to handle their situation. That’s why they find your website, watch your presentation, or contact you.
Many lawyers provide that information.
They write detailed articles, liberally post FAQs, and answer as many questions as possible, thinking the more information they provide, the more likely prospective clients will be to take the next step.
Unfortunately, it often does the opposite. Too much information often is too much information.
You should provide a basic level of information, so they can see what’s at stake and that you have the knowledge and experience to help them, but anything you do beyond that can hurt your marketing efforts.
Marketing should ignite curiosity, not satisfy it. Tell prospective clients enough to inspire them to call or email or make an appointment, but not so much that they don’t have to.
And don’t do what many lawyers do: tell prospective clients next to nothing.
We’ve all seen attorney websites and ads that are merely a list of services or practice areas. That’s not enough.
Give prospective clients enough information, examples, and stories to inspire them to take that next step.
