Tell me your marketing message. Tell me how you can help me. Show me why I should hire you instead of any other lawyer.
Go on, tell me. I’ll give you a minute.
One minute? You can’t convince someone to hire you in just one minute.
No, probably not. But it doesn’t take longer than that to show a prospective client how you can help him and interest him enough to ask you to tell him more.
What does a prospective client want to know? He wants to know that you do what he needs done. You have the skills and experience to help him achieve a desired result.
He wants to know about the process. If he hires you, what will happen? What will you do, what will you expect of him? How long will it take?
And he wants to know that he can trust you. You’ll work hard for him, keep him informed, and be available when he has questions.
What about fees? Yeah, he wants to know about that, but that’s not number one on his list. (If it is, he’s not the right client for you.) Show him that you have what he wants and when he asks to see more, you can talk about fees.
You need a message you can deliver in just a few sentences. Those sentences will get your foot in the door (and eliminate the clients who aren’t right for you).
The key is to crafting an effective message is to make your message as simple as possible. Start long. Include everything. Then cut out everything that’s not essential, reducing your message to the most important points. And when you’ve done that, make it simpler still.
So simple, a child could understand it.
So tell me, why should I hire you? I’ll give you a minute.
It’s easier to sell legal services when you know the formula
