They need you. They want you. But that doesn’t mean they’re ready to hire you. A lot of things can get in the way between “interested” and “take my money”. It’s up to you to convince them to take the next step. Or more accurately, to provide them with sufficient facts and emotional appeals to enable them to convince themself.
For starters, that requires understanding their problem and how it affects them. Where is their pain? What do they fear? What is their objective and, if they don’t achieve it, what it will cost them and how will they feel?
If they don’t know this, you need to tell them. And provide examples of what happened to other people in their situation.
If they do know what can happen, tell them anyway, and invoke their emotions.
Remind them of the consequences and how bad things can get. And remind them that all is not lost, there are things you can do.
This may take a while. You should be prepared to tell them these things not once but repeatedly until they’re ready to act.
Vary your approach. One time, give them good news. Rainbows and furry animals. Next time, remind them that war is hell and paint a picture of the bloodshed that may ensure.
Use different examples and arguments. Bullet points and essays. The Yin and the Yang. If before you dispassionately told them “just the facts,” now you might get in their face with urgency and alarm.
And don’t stop. You can’t just send them a memo and expect that this will do the trick. You need to stay in touch with prospects (and clients), alternatively poking them and hugging them, and all the while, letting them know you’re ready to talk to them.
The words you use, your copywriting strategy, your tone, are all important. But nothing is as important as continually being “in their minds and mailboxes”.
This is where you hold an edge over your competitors. They may have a better track record or other reasons why someone should hire them, but most don’t stay in touch.
They don’t understand that marketing legal services is a process, not an event.
But you do. And that’s how you win.
