If you’re not getting enough leads or inquiries from prospective clients about your services, if you’re not booking enough appointments for consultations, there might be a very simple reason. It might be because you’ve already told them everything (they think) they need to know.
Information is good. Educational marketing is highly recommended. But if you put too much information in your marketing materials and answer too many questions before a prospective client speaks to you, you might be shooting yourself in the foot.
In marketing, your job isn’t to tell people everything. It’s telling them enough to get their attention and prompt them to want to know more. You do that not by giving them more information but by withholding it.
Each question you answer in your article or email or ad risks making prospective clients less likely to contact you.
And that might be why you’re not getting all the leads you want.
But this doesn’t mean doing what a lot of attorneys do, giving no information. You can’t expect client inquiries if your marketing materials provide little more than a list of practice areas or services.
You need to strike a balance.
Give enough information—about the law, about what you do and how you help your clients—to intrigue prospective clients and motivate them to contact you about their specific situation.
Don’t tell them everything in advance. But don’t tell them nothing.
Make them curious enough to visit your website, download your report, sign up for your seminar or newsletter, or make an appointment.
Make them curious enough to take the next step.
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