When it comes to doing business with an attorney, prospects only care about 3
things:

  • The Benefits they receive because of your services
  • The Value they perceive during the relationship
  • The Results they achieve from your service

If you’re an estate planner, don’t sell estate plans.
If you’re a family law attorney, don’t focus on the types of family law services your firm provides.
If you’re a defense attorney, don’t focus on how many different types of crimes you can
represent.

These are all features of your service.

  • People don’t buy features. They buy benefits.
  • They buy solutions not service, because they expect everyone to have
    great service.
  • They buy other people’s experiences of your service.
  • They buy your credibility as presented by your marketing image.
  • They buy based on their emotions, but they want logical reasons to
    justify their decision.
  • And they buy guarantees and promises, so don’t make them if you can’t
    keep them.

Fundamentally, the reason why people or businesses seek out your law firm is because they have a problem and they are asking you, “Do you have a solution?”

In a previous post I mentioned the 15 percenters—the 15% of the population
that always and only buys on price. Your job is to weed them out and focus on
the other 85%. However, the other 85% will also buy on price—unless you give
them a reason not to.

That’s why your law firm marketing plan must focus on more than just the features of your product or service. This principle is often overlooked.

When you have a chance, take a look at several other websites of people in your
profession.  Analyze their websites from a prospect’s point of view and
ask yourself these 3 all important questions:

  • Why should I retain you for my legal need?
  • Specifically, how do you benefit me, the client?
  • Why should I retain your services now?

You will be absolutely amazed at how often their websites fail to adequately
answer even these most basic questions. But I guarantee they will answer the
one question that few if any of their prospects even care about—What services
do you offer?

Make sure your law firm marketing materials answer the questions that prospective clients are asking, not give them a laundry list of everything you can do.

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