I often see attorney advertisements that just list the law firm’s name, contact information and practice areas. Simply putting your name out in the open, however, will not convert consumers into clients. If you want to make the most of your marketing efforts, it is important to encourage consumers to take action.
Here are a few tips on how to call consumers to action, both in advertising and when you speak to prospects for the first time:
- Use verbs, and be specific and direct in your messages. For example, try this: Arrested for DUI? Fight your charges by calling Law Firm XYZ today. Not this: Law Firm XYZ, specializing in DUI defense. (555)555-5555.
- Ask affirming questions. These are questions that you know the answer to, but you want to get the consumer to acknowledge. For example: Are debt payments eating up your monthly income? By getting the client to answer in the affirmative and verbalize the reality of a situation, you are taking steps that will motivate the consumer to do something about that situation.
- Tap into prospective clients’ motivators. In addition to helping prospects verbalize the reality of their legal situation, it is important to have them acknowledge the gravity of that situation. For example: Do you want to make positive changes in your life? Do you want to stop harassing calls? Do you want to provide for your family? In other words, ask questions that will help the consumer understand the consequences of not taking legal action and inspire them to improve his or her situation.
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