Copywriting Archives - The Attorney Marketing Center

A simple formula

September 26, 2023 by David M. Ward

According to Wikipedia, “Copywriting is the process of creating persuasive marketing and promotional materials that motivate people to take some form of action, such as making a purchase, clicking on a link, donating to a cause, or scheduling a consultation.”

There are several copywriting formulas, starting with the most well known AIDA, which stands for Attention, Interest, Desire, and Action.

You can’t convince anyone to do something unless you first have their attention. That’s your headline or lead.

Once you have their attention, you present information that builds interest for your product or service or solution.

You then build desire for your product or solution by showing them how they will be better off when they buy it.

Finally, you prompt them to take action to get what you offer.

It works for most products or services, including legal services, but I use a somewhat different formula: PASBA.

PASBA stands for Problem, Agitation, Solution, Benefits, and (call to) Action.

Problem. What does your reader want and what’s stopping him from getting it? Sometimes, especially with an abstract like legal services, they don’t even realize they have a problem until you point it out.
Agitate. What can happen if they don’t fix the problem or get what they want? What can they lose? How bad can it get? What pain and secondary problems might occur? Show them examples, stories, statistics, or other factors to illustrate and build desire for a solution.
Solution. What you can do to solve, mitigate, or prevent the problem, or help them achieve their goal? Tell them about your services and options.
Benefits. What do they get when they hire you? Will they feel relief? Be safer, happier, or otherwise better off?
Call to action. Tell them what to do to get your solution and benefits. Tell them how to get started, encourage them to take the first step, and create urgency for doing that with a deadline or by reminding them about the risks of delay or inaction.

You can use variations of this formula in sales copy, emails, web pages, from the stage, in person, or any time you want to convince people to do something you want them to do.

Make sure they know the nature and extent of their problem, what you can do to help them, how they will be better off, and what to do to get started.

If you do, you’ll get more clients and help more people. If you don’t. . .

Filed Under: Closing the sale, Copywriting

Do this and you’ll get more leads, subscribers, and clients

September 25, 2023 by David M. Ward

Notice I didn’t tell you what “this” is. You want to know what it is, don’t you? So you started reading. And thus, illustrate the power of this principle—curiosity.

Humans are curious creatures. And you can use their curiosity to get them to do what you want them to do.

Prospective clients want information. They want answers. They want to know what can be done to solve their problem and achieve their goal. Which is why they visit your website, read your posts, sign up for your newsletter, watch your videos, and sign up for your seminar.

It’s also why they contact you, make an appointment, and keep it.

But hold on. You can’t rely on their innate “desire to know” to get them to do what you want them to do. You have to build on their curiosity. Make them hungry enough to take action.

How? By not telling them everything they want to know.

Hold back. Tell them some of the basics, but don’t tell them everything.

Most lawyers know that but don’t always do it. They want to impress the prospective client with their knowledge and experience and wind up telling them too much. Too much information, too many answers to frequently asked questions, too much detail.

They don’t have to take the next step if you’ve already told them everything.

Many lawyers do the opposite. They don’t tell them enough. They tell them their practice areas and accomplishments (in an ad or directory listing or website) and nothing else. They assume this is enough to compel prospective clients to call or write or fill out a form.

But it’s not. They want more.

Your challenge is to tell them enough so they see you have the information and solutions they need and want, but not so much that they don’t need to take the next step.

Make them curious. Don’t satisfy their curiosity.

Filed Under: Copywriting, Marketing legal services

Are you better than your competition?

September 22, 2023 by David M. Ward

Maybe. But the average lawyer is, by definition, average and unless you can delineate what you do better than other lawyers, you can’t call yourself better. Just average.

Do you get better outcomes for your clients? Give them more value? Help them in ways that go beyond your core legal services?

What. Exactly. Do. You. Do. Better?

I know that’s a tough call. Start by noting what you do differently, meaning that your competition doesn’t regularly do.

I know, that’s also tough, because many attorneys do what you do and you do what they do. Same laws, same procedures, same basic process, and very much the same outcomes and deliverables.

It’s true.

Still, if you want to stand out and show prospective clients an advantage to hiring you (instead of them), you need to give them reasons.

Why should they hire you “instead”?

You need to figure that out. Don’t worry. It’s not as difficult as you think. Because in marketing, “different” is often seen as “better”.

So, what do you do that’s different?

It doesn’t have to be big and amazing. It could be as simple as your process for investigating a new case and setting up a new file (for example).

What’s so special about that? Maybe nothing. Probably nothing. Your competition probably does the same things you do (questions, research, investigation, forms, first steps, etc.)

But while you (and your competition) see how you open a new file as small and commonplace and not worth mentioning, it can be a big deal to your clients who don’t know what you do and why it’s important.

By providing a few details about what you do, and why, something small and commonplace can be a big deal.

Clients don’t know all the steps you take, the forms you use, the procedures you follow, and the benefits these confer.

So, tell them. When you do, what’s commonplace and boring to you (and your competition) becomes important.

And gives you an advantage.

And, if you describe what you do when you open a new file and your competition doesn’t (because they assume everyone does it and it’s not worth mentioning), in the eyes of your prospective clients, you “own” that advantage.

Which is why you start by researching your competition, to see what they do (and don’t do), and what they say (and don’t say) about it.

Filed Under: Copywriting, Marketing legal services

I like pain. It feels so good when it stops.

September 20, 2023 by David M. Ward

Why do people hire you? Because you help them solve their problems and alleviate their pain. Or protect them from problems that could cause them pain.

Sometimes, they think they can do this themself. Or they don’t realize how bad things could get and they wait.

You need to splash cold water on them and wake them up.

Tell them why they shouldn’t try to fix things themself and why they shouldn’t wait.

Tell them why they need to call you now.

Tell them they should at least find out their options (and risks), and give them examples of clients who didn’t do that and suffered. The clients who didn’t listen when you told them to have you review that contract before they sign it or ask you about their problem when it was small and relatively easy to fix.

Talk about the pain this cost them. And then talk about the clients who took action, and how everything turned out okay.

You know the drill.

Of course “prevention” is a harder sell then “cure” so when you’re talking about what could happen if they don’t talk to you or follow your advice, be a little dramatic about what can happen—you’re doing them a favor.

Use their fear to motivate them to act.

One way to do that, especially right now, is to talk about the economy. Inflation, foreclosures, losing their job, credit card debt, the rising cost of feeding their family—it’s on everyone’s mind, especially the people who need to talk to you the most.

They’re in pain and afraid things will get worse. Agree with them, and then tell them how they can get relief.

People do things (and hire lawyers) for two reasons: pain and pleasure.

Make sure you talk about both.

Filed Under: Communication, Copywriting, Marketing legal services

It’s not just what you say, but when you say it

August 8, 2023 by David M. Ward

It’s called “staging” and it makes your written or spoken message more effective by putting your points in the most effective order.

For example, you stage your material when you start an article or presentation with the problem, not the solution, and follow that by explaining the risks of ignoring the problem or choosing a poor solution.

After you describe the risks, you build on that with examples of what might happen, the costs, delays, pain and suffering, and secondary problems that can occur.

Now, you have your reader’s attention and the desire to hear the solution. When you then describe the solution, e.g., your services, they’re all ears and ready to know what to do to get this solution.

You tell them what to do, e.g., call, fill out a form, etc., and to seal the deal, you tell them the benefits of taking that next step—clarity, relief, a proven plan of action, saving money, etc.

That’s staging. That’s using a logical order to improve your audience’s understanding, build tension, and show them a way to release that tension precisely when your reader or listener is most likely to do it.

But staging isn’t just the order in which you present the elements of your message. It’s also about how you transition from one element to the next.

Want an example? (There, “Want an example?” is an example of a transitional phrase that pulls the reader forward to the next element, in this case, an example).

Transitional phrases keep readers reading and listeners listening. They do that by asking questions and painting pictures in their mind with statements that get them to focus on an image or feeling, ready to hear more.

There are many ways to accomplish this. For example, you can ask, “What do you think might happen if. . ?” and letting their imagination do the rest. Or, “Imagine how you’ll feel when you no longer have. . .”.

You can also use transitional phrases to transition to your call to action or close.

A few examples:

“At this point, there are 3 questions you should be asking yourself. . .”

“When I show this to people, they usually tell me/ask me. . .”

“Here are your options. . . which one makes the most sense to you?”

“If this describes your situation, here’s what I recommend. . .”

Think of this type of transitional phrase as a palate cleanser, making the reader ready for the next course.

Anyway, this is just a brief introduction to staging and transitional phrases. You don’t need to be a marketing expert or copywriter to use them. But do pay attention to how others use them in their writing and presentations, and consider how you might use them in yours.

Filed Under: Closing the sale, Communication, Content creation, Copywriting, Presentations, Salesmanship, Writing

Are you giving clients too many options?

July 24, 2023 by David M. Ward

Have you ever heard the expression, “A confused mind says ‘no’?” Research confirms it—when we have too many choices, we often choose nothing.

A confused mind says ‘no’ because it is confused.

When you give people too many options, you make their decision more difficult. In your marketing, therefore, rule number one should be to make things simple for clients and prospects, and that usually means giving them fewer options.

Do you have an ad that describes all of your services? Do you feature all of your practice areas in your content? Clients might be impressed by your capabilities, but they’re usually looking for the solution to one problem. Too many options or offers, especially when most of them are not currently relevant, make decisions more challenging, which is why people tend to say no.

This is also true with content creation. If you give people too many articles or blog posts to read, videos to watch, or events to attend, it is more likely they will choose “none”.

This doesn’t mean you should eliminate other options. It means featuring or leading with the best, the most relevant, the most likely to become a gateway to your other content or services.

Post everything on your website, but make the visitor dig for it if they want it. Or send it to them later in your email sequence.

But just as offering too many options can lead to confusion and fewer “sales,” offering only one option can do the same. If the prospective client sees they can hire you for service X and service X doesn’t tick all the boxes for them, they have no other choice but to say “no”.

Which is why it might be better to give them two options instead of “hire me or don’t”.

When I created my first marketing course, I thought about offering several packages but eventually settled for just two: Basic and Deluxe. Instead of “yes” or “no,” the choice became this package or that one and it resulted in more sales.

If you want more people to read your content, sign up for your list, or choose you as their lawyer, don’t give them too many options, or too few.

Filed Under: Advertising, Content creation, Copywriting, Increase your income, Marketing legal services

FOMO

May 17, 2023 by David M. Ward

When we want someone to do something we usually tell them what they will get if they do. We tell the prospective client the benefits for hiring us, the visitor to our website what our newsletter will help them learn and be able to do, and this is often enough to get them to take the next step.

But there is something that is often more persuasive than telling people the benefits they get for doing what we’re asking them to do.

More powerful than telling people what they gain if they do something–telling them what they lose if they don’t.

We tell the prospective client what might happen if they don’t have a lawyer protecting them from the insurance company, or they don’t choose us as that attorney. We tell the client what might happen if they don’t settle, or what might happen if they do.

We invoke their innate “fear of loss” (or Fear of Missing Out) and it often seals the deal.

Because humans fear losing something already in their possession.

Fear of loss is often much more motivating than the desire for gain and you should use it in your marketing and in working with your clients.

When you do, don’t limit your message to the big things they might lose (or gain). Sometimes, it’s the little things that close the deal.

For example, some prospective clients might choose your firm instead of another not because you’re demonstrably the best choice but because the picture of what it’s like working with you appeals to them.

They like your personality, the way you write your articles, the causes you’ve talked about, or even the great Christmas parties you throw.

And they don’t want to miss out on that.

Make sure you show prospective clients the whole package that is you. Because if you don’t, they might not see the one thing that tips the balance in your favor.

And hire someone else.

Filed Under: Closing the sale, Communication, Copywriting

How-to articles for lawyers are good. This is better.

May 3, 2023 by David M. Ward

Lawyers write a lot of blog posts and other content that explains how to do things. That’s good because “how to” is a very popular search term for people with legal issues.

But prospective clients also want to know “why”.

You tell them to do something, or avoid doing something, but your advice is much more persuasive and valuable to them if you tell them why.

If you handle personal injury cases, don’t just tell people what to say to the other driver, and what to avoid saying. Tell them why.

In fact, it’s a good idea to write blog posts and articles with a headline or title that features the word “why”. When someone sees that word, they become curious. “Why should I do that?” “Why is that a mistake?” and they read the article to find out.

You should also use the word “why” in your calls-to-action.

You want them to call and make an appointment? Tell them why. What do they get if they do? What are the benefits? What will that appointment help them do or avoid?

You want them to download your report? Fill out a form? Sign up for your webinar? Hire you (instead of any other lawyer)?

Tell them why.

Don’t stop writing how-to articles. They always have and always will be effective. But they are more effective when you also tell people why.

Filed Under: Blogging, Content creation, Copywriting, Newsletters, Writing

Soft call-to-action

April 11, 2023 by David M. Ward

When you tell your readers, audience, subscribers, or website visitors to do something you want them to do, e.g., Call to schedule an appointment, you’re using a call-to-action. And you should because the more you tell people what to do, the more likely it is that they’ll do it.

Clearly, not everyone is ready to do what you ask when you ask it, which is why you should ask again. Put calls-to-action in most or all of your marketing communications. Remind them (often) to call, sign-up, or download something. And tell them why—the benefits they get or the problems this can help them solve.

When (if) they’re ready, they will respond. Your job is to stay in touch with them and continually make the case for taking action by repeating your call-to-action, providing additional arguments and examples, reminding them about the benefits, and otherwise “selling” them on doing what you ask.

Telling them to call for an appointment is a ‘hard’ call to action. If they call, there is an expectation that this will lead to them signing up for something and paying something, and this may not be easy for them because it requires a commitment they might not be willing (yet) to make.

Which is why you should also use the ‘soft call-to-action’. Asking (telling) them to do something that doesn’t require a big commitment. Something relatively easy for them to do:

Like, share, comment
Download this report
Fill out our survey
Hit reply and ask your question
Sign up for our free seminar
Watch this video, listen to this podcast, read this article
And others.

Why use these? First, because they help you build a list, which gives you permission to follow-up and send additional information.

And second, because the more often you ask them to do something, and they do it, the more likely it is that they will do something else you ask.

Get a visitor to your website to give you their email address and download your report today. Tomorrow, it will be easier to get them to sign up for your seminar or listen to your replay. Eventually, it will be easier to get them to schedule that appointment.

What’s interesting is that even if they don’t do the things you ask, the more you ask, the more they become conditioned to hearing you ask and the less resistant they become to (eventually) doing something you ask.

The lesson? Ask visitors and readers and prospects to do things and never stop asking.

Each time they hear you ask, they take a step closer to becoming your next client.

Marketing legal services is easier when you know The Formula

Filed Under: Closing the sale, Communication, Copywriting, List building, Marketing legal services

Quick, grab this headline for your next blog post

March 13, 2023 by David M. Ward

It’s called “fear of loss” and it’s powerful. More powerful than the desire for gain. People want to protect what’s already theirs, their money, for example, and will take action to do that, more than they’re willing to take action to get more of it.

Watch what’s happening in the financial markets right now to see “fear of loss” in action.

So, when you write a blog post or article, do a presentation, run an ad, or create any message to prospective clients, et al., and you can point out what your reader or listener might lose if they DON’T hire you, accept your offer, follow your advice, etc., you would do well to mention that.

Sure, tell people what they can get if they hire you, talk to you, etc. and what they might lose if they don’t.

Which leads to the headline I promised to give you in my headline.

A headline that gets your prospective clients’ attention and motivates them to read your article, which is what a headline is supposed to do.

The headline: 7 Mistakes to Avoid When Hiring a [type/specialty] Lawyer

Because anyone who is looking for a lawyer who does what you do, surely doesn’t want to make those mistakes.

You could spice this up with words like “deadly” or “costly” or “exceedingly painful” to amplify the word “mistakes” and give it even more emotional firepower. Depends on your market, the tone of your article, and your style.

But “mistakes” will often be all you need, particularly if your headline is seen by someone who is decidedly afraid of making a mistake.

Once your reader reads your article, they find out what those mistakes are (and how to avoid them). They also learn what could happen if they do nothing.

And their fear of loss motivates them to take the next step, i.e., respond to your call to action.

In your article, make sure you explain why these are mistakes. This gives you the opportunity to show them you know what you’re doing and differentiate yourself from the crowd. You might tell them about one or more of your clients who made that mistake prior to finding and hiring you, and how you helped them out of that mess.

How to use a blog to make your phone ring

Filed Under: Communication, Copywriting