Why prospects don't want your legal services

by Tom Trush

What you're about to read is a little harsh.

There's a possibility you'll get upset when you see the statements below. In fact, if you have difficulty taking criticism, then you may want to stop reading right now.

However, if you're eager for insight that could dramatically increase responses on your marketing materials, then please continue.

Okay?

Here we go ...

Regardless of the service you provide, your prospects do not want it. You may think they do. You may even think what you offer would benefit them ... but you're wrong.

What's more, you're making a huge mistake if you're specifically marketing your service right now.

Yes, I know this sounds senseless, especially from someone who preaches the importance of marketing during these challenging economic times. But the key to remember here is not the action of marketing, but rather what you're marketing.

You see, prospects are concerned only with the end result your service provides -- not the actual service.

Let me give you an example ...

I guarantee few people want a pool in their backyards.

Pools are expensive and time-consuming to build ... pricey to maintain ... they take up a lot of space ... and are dangerous for kids. Who wants these hassles?

What people want is the refreshment a pool offers on hot days ... the beauty it adds to their landscape ... the status it affords them ... and the entertainment it provides for friends and family.

If a bucket of water offered an identical experience, most people would settle for that.

Unfortunately, you rarely see pool companies promote the end result in their marketing materials. Instead, they usually show pictures of vacant pools, so prospects are left to create their own conclusions (which is always a risky move).

When you're marketing your legal services, are you limiting the appeal of your promotional pieces by telling prospects about your courtroom experience .. your expert legal team ... your awards ... your peer ratings ... or your "principles of excellence"?

Sure, there's a place for this information. But as the primary focus of your marketing materials, these self-serving features do little to help your prospects imagine a change in their situations after using your services.

Remember, our minds are programmed for pictures, so you must use your text to create a positive visual experience for your prospects.

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© Trey Ryder

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