Cindy Greenway, editor-in-chief at LawMarketing.com, recently interviewed my friend Larry Bodine, a long-time experienced legal marketer, about the three magic words that business clients want to hear, and why attorneys should use them in every marketing message they put out there.

Larry studied the recent 2014 Report on the State of the Legal Market by the Georgetown Law Center for the Study of the Legal Profession and Thomson Reuters Peer Monitor and says those three magic words are:

1. Efficiency

2. Predictability

3. Cost Effectiveness

Listen as Larry explains why using these three words will help you succeed with business clients:

“We keep you informed so there’s never a surprise.”

“Our experience gives you better insight into how a case will play out.”

Cost effectiveness

“We will never send you a bill that will surprise you.”

“We invest in people and systems that cut our cost of doing business.”

“We rely on our years of practical experience instead of expensive research.”

Talk to your business clients in this benefit-laden language they will understand and you will establish a great foundation for a lasting relationship.