I came across this line in an email. I wrote it down to share with you because it’s a great way to sell legal services (or anything else).

• It gets attention and makes the reader curious about what “it” is
• It adds credulity by “admitting” it isn’t for everyone (and not trying to persuade everyone)
• It suggests exclusivity, which creates desire; people want things that are for a select group, especially if they are told they might not qualify to be in that group
• It imbues the writer or advertiser with strength and confidence, which are attractive traits (especially in a lawyer)
• It almost forces the reader to continue reading, to find out more

Of course “it” isn’t for everyone; few things are. But including a line like this in your headline or the body of your message might make your reader “hope” that it is for them, making it more likely they will look for a reason it is.

Look for a way to include a message like this in your marketing. It isn’t for everyone, but it might be for you.