There’s an attitude in the attorney trade that boils down to “communicate what you do and how you do it, and you will lose cases.” The idea is that if you give a potential personal injury client real information about what’s involved in fighting for their rights, they will believe they are now capable of successfully taking on the court system themselves.
Does that sound a little absurd to you?
Think about it. Whether we’re aware of it or not, this anxiety is one of the causes of why so many of us hide the truth of what we do behind legalese and painfully vague marketing.
As your years in practice have undoubtedly taught you, the reality is that the more information a quality prospect has, the more explicitly they’ll see the necessity of retaining your services.
Getting a potential client’s attention with “trade secrets.”
People love information. We want to know how things work and will often gravitate towards material that offers an “insider’s edge” on topics that are interesting or relevant to us. However, we know that simply consuming a little media on a topic does not make us a professional in this area of expertise. Think about how many Titanic buffs you’ve met in your day. How many of them were ready to buy a submarine and head out into the Atlantic after a book and a couple documentaries?
So why do we think the law is any different?
Offering readers an “insider’s edge” on the law is a unique opportunity to persuade them towards the specific advantages of using your firm—all without pushing a potentially alienating hard sell. If you give a detailed account of how you won a big settlement in a case that initially seemed certain to go the other way, you’re not only giving the reader an insider’s edge, but you’re also:
- Demonstrating yourself as an expert in the field
- Explicitly showing how much skill is needed to successfully deal with the court system
- Explaining what can be lost if a case is handled ineffectually
- Providing an opportunity to learn more about you and your firm
As much as people love to know how things work, they don’t necessarily have the time, resources or desire to do it themselves. Help someone understand what your services are and why they are needed and you’ve already sold yourself as a provider of that service.