Many attorneys say they hate the idea of convincing people to hire them. They don’t like being pushy, which is ironic coming from professionals who make their living being pushy.

They can be mighty persuasive when they’re arguing on behalf of a client, but persuading clients to hire them makes them uncomfortable.

And this is completely understandable.

But it misses an important point.

Your job isn’t to convince people to hire you, it is to show them what you can do to help them, and let them decide if they want to hire you.

You don’t convince them, they convince themselves.

You don’t persuade, you show.

If they want and need what you offer, great. If they don’t, you move on. (But stay in touch with them because things change.)

That doesn’t mean you just hang out your shingle and let people figure out how you can help them. It takes more than just saying, “Here’s what I do, sign here.”

You must provide them with effective marketing collateral that makes the case for you.

You let your website show people what you can do for them. You let your blog or articles or newsletter answer their questions and persuade them to take the next step.

Your job isn’t to convince people to hire you. Nobody wants that job. Your job is to find ways to get more people who need your help to find you, and give them everything they need to convince themselves to ask you to take their money.

The next time you feel uncomfortable doing anything in the marketing arena ask yourself, “Am I trying to convince people to do something they don’t want to do?”

If you are, stop doing that. Because that’s not your job.

How to build a website that does the selling for you