When clients and prospects read or hear your marketing message, what is it that persuades them to choose you instead of any other lawyer or firm? Your reputation? The way you talk about their legal issues and your solutions? Success stories of clients like them you’ve helped?
Clearly, these are all factors. But when a prospective client finally decides to call for an appointment or fill out a form on your website, it often comes down to something much simpler.
Your choice of words.
Specifically, your use of “emotional trigger words” that evoke in them the desire to make the call or fill out the form.
For example:
- You / your: Lawyers often speak in the abstract, hedge, attempt to be all things to all people. By trying to appeal to everyone, they weaken the appeal of their message and often get lower response. The better approach is to personalize your message by speaking directly to the person who is reading it. Instead of saying, “We help clients create an effective estate plan,” for example, say, “Our services can help you protect your business and your loved ones.”
- Now / Immediately: You can create urgency, or enhance it, by telling people what to do and when to do it. “Call now to speak to an attorney about your case” is likely to get more calls than not telling them when to call. It also speaks to the fears or impatience many clients have about their situation, getting them to take action instead of waiting and considering other options.
- Because / Why: When you tell people why they should respond, e.g., to get something, learn something, be able to do something, you’re showing them the benefits of doing what you’re asking or telling them to do. More people will respond when they clearly know the reasons why they should.
Effective trigger words might be those used by clients and referral sources in your target market, specific to the issues and desires associated with their needs or wants, as well as generalized words such as, “quick, simple, easy, better, proven track record, experience, guaranteed…” (assuming these aren’t prohibited or hyperbolic).
Review your existing marketing materials and look for opportunities to make them clearer and more persuasive, more likely to get people to listen and to take action. A different word or phrase can make a big difference, changing the effect of your message from one that isn’t converting into one that consistently makes your phone ring.
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