Hint: the strategy is in the title of this post. . .
When a prospective client reads your article, sees your post, or views your ad, when they see or hear your content or marketing message, what do you want them to do?
Do you want them to call your office? Fill out a form? Go to your website?
Do you want them to click something, download something, or send you something?
What do you want them to do?
Whatever it is, tell them, and make it simple. Because the simpler it is for them to do, the more likely it is that they will do it.
Conversely, the more complicated it is, the more time it takes to do it, the less likely it is that they will.
NB: Simplify the next step.
You want them to take that step. You want them to move forward. You want to get past their fear or doubt, overcome inertia, and take action.
The first step will lead to the next step. And the next. And eventually lead to your being hired.
Many attorneys don’t simplify the next step. They often do the opposite and make it harder for the client to take that step.
Why? Because they are attorneys. They live in the details and fine print. They don’t like “simple” they like “complete”.
You can be that attorney later. Right now, simplify the next step.
Don’t give them a lengthy page to fill out. Don’t make them go through a lot of hoops. You don’t want them to hesitate or feel the need to get more information. You want them to call or click right now.
You’ve told them enough. Show them what to do next. One specific, simple step.
Because the more who do, the more cases and clients you sign up.
One last thought.
Some attorneys don’t want to make it easy for prospects to take the next step because they don’t want to spend a lot of time talking to people who can’t or won’t hire them. They want to screen them and make sure the prospective client is a good fit.
Me? I say talk to them. Talk to as many as possible, even if they aren’t a good fit.
Because while they might not hire you today, if you treat them right, they might remember you and hire you tomorrow.
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