Attorneys tend to be aggressive. We like telling people what to do,and clearly, that’s part of the job description, but it can backfire. Because nobody likes being pushed. Even if what they’re being pushed to do, or not do, is in their best interests.
If you must push, push. But instead of pushing, consider pulling.
Pushing means telling recipients of your newsletter (et. al.) to call and make an appointment, fill out a form on your website, read something or do something or pay attention to something you sent them, because they need to know it or do it.
Pulling means showing them what’s available, what you recommend or advise, describing the benefits, and reminding them why it’s important and/or time-sensitive.
It’s a kinder, gentler approach and can be just as effective.
One way to pull your clients, prospects, subscribers, and followers, is to put a statement, reminder, or offer in your newsletter, under your signature or in a P.S. Something simple and non-confrontational. Along the lines of, “Here’s something you might find useful” or “Here’s how I can help you…”.
One newsletter I follow (not a lawyer) puts this at the end of every newsletter, “P.S. Whenever you’re ready, here’s 3 ways I can help you [benefit]”. He lists 3 things his readers might want to do, e.g., buy [his course], watch one of his videos, sign up for an upcoming event.
Depending on the scope of your practice and what you have to offer, you might want to do something like that.
For example,
P.S. Here are 3 ways I can help you:
- [One (or more) of the services you offer or types of cases you handle]
- [Content: Articles, blog posts, your podcast, your next seminar, downloads]
- [Consultation, second opinion, referra, recommendation]
You don’t have to give 3 options. One or two are better than zero.
On the other hand, if you’re shy, or too cool for school, you could simply link to your blog or latest article and/or invite them to call you with questions about a legal situation (of any kind).
You can add something at the end of every newsletter, as this marketer does, or attach it to any content you produce. You could do it every week, once a month, or once in awhile, but do it some time because when you do, you help your readers recieve the benefits they want or need, and you get more business, calls, downloads, appointments, subscribers, social sharing, or referrals.
Without being pushy.
Get marketing tips and ideas for attorneys in my free newsletter
