Law Firm Marketing: How to Turn Pain Into Gain
It can be argued that one of the primary reasons why a person or company hires an attorney is to alleviate their "pain." They may use the words "goal," "challenge" "problem" or "issue," but easing their pain is why they are asking for your assistance.
I encourage lawyers to start actively looking for a prospect’s principal "pain," because when their "pain" becomes too big for them to ignore or too excruciating to handle is the time they call out for help.
Unfortunately, when a person or company is in pain, there are some common problems:
- They may not be thinking too clearly and may make irrational decisions (like hiring the wrong lawyer).
- They don't use the right terms to describe their pain (they ask for mediation when they really want a divorce lawyer).
- They may not see what's really causing their pain (they may focus on the immediate or surface problem and not see the root cause, in which case their pain may resurface in the future).
- They may use things or people to conceal the true source of their pain (they may point to the wrong person or company as the source of their pain).
- You can use this knowledge to increase your effectiveness.
Key Points to Remember:
- You must know how your prospects typically define and describe their "pain."
- You must talk about the problem using their language.
- They will feel you listened to them if you ask them a lot of questions about their problem and their pain.
- Don't waste time describing the process you will use to resolve their pain, instead focus on helping them understand your solution and results.
- You must give them a sense of hope, that things can get better and you know how to help.
- You must project confidence in your ability to help.
- You must listen to them and make them feel understood before they will listen to you.
In order to be successful, you must clearly and consistently state how you and your services can resolve your prospect’s pain.
++++++++++++++++++++++++++++++++++
FREE "Top 10 Mistakes Attorneys Make and How to Avoid Them" E-book
In a newly revised e-book, legal marketing expert Stephen Fairley outlines 10 of the most common marketing mistakes attorneys make that can lead to the failure of their business, and provides specific strategies and proven principles for avoiding these deadly errors.
Get your complimentary copy online here.
Regardless of your specific situation, this free e-book will help you examine how you are currently finding new clients and recommend specific steps you can immediately start using to grow your practice.
We have helped thousands of attorneys achieve their goals of creating a financially successful and personally satisfying legal practice. In this e-book you will discover specific principles and tools you can use to grow your practice, too.
http://www.therainmakerblog.com/admin/trackback/244434
