As Carly Simon’s classic song, Anticipation, reminds us, it’s the not knowing that keeps us excited, engaged, and alive.
What presents will I get for Christmas? Will she marry me? Is it a boy or a girl?
Thinking about what might happen keeps the adrenaline flowing and the heart beating faster. We can’t wait for “the day” to arrive. We toss and turn all night. We check our email for the fourth time in ten minutes, because we are thinking about what might happen.
You can use anticipation in marketing your law practice. Some examples:
- When you tell a client story or present a case history, don’t lead with the verdict or result. Hold this back. Pique the reader’s or listener’s interest and make them wait to find out what happened.
- Use curiosity to keep people engaged when you speak or write. Mention early on that you will be revealing something important later, something they won’t want to miss.
- In your newsletter or blog, give hints today today about what you will reveal tomorrow. Give a nugget or two to whet their appetite for more.
- When you have an upcoming event, promote it well in advance. Build the excitement and momentum leading into the event through a series of announcements. Hold something back so you always have “news”. Offer a “sneak peak”. Announce a “surprise” guest speaker.
- When you deliver information to prospects or clients, find ways to break it up into smaller pieces. Instead of one long article, do a three-part series. Instead of an hour long video, send them a daily 15 minute video.
Use anticipation in marketing your services and you will keep people engaged, excited, and coming back for more.
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