The most important word in marketing

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You go to my website and read all about me and the services I offer. You like what you see.

I tell you to call to make an appointment. I tell you the number to call, the best time to call, who to ask for and what to say.

What’s missing?

I haven’t told you why.

Why should you make an appointment? What are the benefits? What will you learn or get? How will you be better off?

You shouldn’t assume a prospect knows this, even if it is obvious. You need to tell them.

Tell them you’ll review the facts and explain the law. Tell them they’ll learn their options and what you recommend. Tell them they can ask as many questions as they want and you’ll answer all of them. Tell them that at the end of the appointment, they’ll know what you can do to help them and what happens next.

Because that’s what they want. That’s the benefit. That’s why they will call.

Other lawyers tell people to call but don’t say why. They might say “to talk to a lawyer” but that’s not what people want. They want solutions, relief from their pain or worry, a plan for moving forward.

That’s why they will call. That’s what you need to tell them.

Whatever you’re offering, tell people why they should accept your offer or do what you’re asking them to do. You want them to sign up for your newsletter? Tell them why. What will they learn, what will they get, how will they better off?

When you tell people the benefits, when you tell them what’s in it for them, more people will call or sign up or accept your offer.

You get more subscribers, set more appointments, sign up more clients, and increase your income.

That’s why you tell people why.

Marketing is easier when you have a plan

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