Why is it that people who need your services don’t "buy" them? The answer is that people don’t buy what they need, they buy what they want. They may need your advice, but they won’t plunk down the cash unless they want to.

People buy what they want and what they want, ultimately, is a feeling. People buy on emotion, and then justify their decision with logic.

You need a car, you don’t need a Lexus (well, I do, but most people don’t). You buy the Lexus because of how it makes you feel driving it. You tell yourself Lexus is reliable and you will save on repairs and downtime, or that it’s good for business, and so on, but in the end, it’s the feeling you’re after.

People hire an attorney the same way. Any attorney can do the job, but they hire you because of how you make them feel (or how they think you will make them feel). And they’ll pay dearly for that feeling. You charge more, and they know it, but they’ll pay it and convince themselves that you’re worth it.

In your marketing, don’t just show people the logical reasons to hire you. Don’t just appeal to need. Touch them emotionally and help them to want your services.

And don’t hold back. Your marketing materials must make people feel something when they read them, and the same goes for when you speak in front of the room or conduct a free consultation. Touch that nerve. Make them nervous. Make them care.

One of the easiest (and best) ways to do that is by telling stories. Stories have people in them and people relate to other people. People want to know "what happened". They care about the outcome because they can imagine themselves in that situation and feel what it would be like. Become a master story teller. Facts tell, but stories. . . sell.