At its core, marketing your services is simple. You don’t need to follow a checklist with 27 steps or account for a multitude of elements. You just need to do 3 things.
First, you need to get the attention of the right people. That means identifying and appealing to the self-interest of people who need or want something you can give them.
Target people with a legal problem you can solve or a desire you can fulfill.
Second, you need to stimulate them to take action. That means motivating them to call or click, read something or do something, by telling them the benefits for doing that—what they will get or avoid, how they will be better off—and not leaving this up to them to figure out.
Tell them what to do and why they should do it.
The third step is to get them to take that action immediately. Now, while their need or desire and interest are highest.
You don’t want them to hear another attorney’s message or become distracted by their phone or an appointment. You want them to take action now, not later, because (you must assume), later will never come.
And that’s it. 3 steps. Attention, benefit, urgency.
But as simple as this is, many attorneys’ marketing messages miss one or more of these elements. They don’t tell prospective clients what to do, don’t motivate them to do it, and/or don’t provide enough urgency to do it immediately.
And it cost them a fortune.
But not you. Because you know what to do, and why, and because it is simple, you won’t forget to do it.
