The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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When faced with the task of writing about your small or solo law firm to prospective clients, it’s easy to fall into the trap of telling all and everything you do, how many years you’ve practiced, how many cases you’ve won, etc., etc. ad nauseum.

But by doing so you’ve just broken the #1 Rule of Marketing: Answering your prospect’s questions: “What’s in it for me?” “Why should I care?” And the result of breaking this #1 Rule is you’ve just created ineffective, crowing prose, not marketing copy.

To write effective marketing copy, you need to effectively answer your prospect’s questions. You need to get inside your prospect’s head.  So to help you do that, here are 3 questions you should answer:

1. How do your clients describe their problems?
2. How do your clients describe their pain?
3. What are your clients’ obstacles or challenges?

Now, it helps to reflect upon these questions and answer them for yourself. However, what you also need to do is to ask your clients. Then listen to them answer those questions in their own words.

And use those words in your marketing copy.

Chances are, if your clients think and speak like that, then more prospective clients also think and speak like that. And by talking their language, you’ll grab their attention.

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