November 29, 2021

Volume XI, Number 333

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Lawyers Must Make an Emotional Connection to Make the Sale

I am in Orlando today for our Rainmaker Retreat and am always gratified by the people who show up to attend our two-day law firm marketing boot camp, often coming from far away to obtain the knowledge they need to create a successful lifestyle law firm.

I know that the reason most come is because they have heard from peers who have already attended how much they gain from every session. Although we offer a money-back guarantee, I can’t recall the last time someone took us up on it. And that makes me feel very good. 

What I like to think is that I am basically a good content provider. And that is what attorneys must become if they want to convert leads and prospects into paying clients. You must make an emotional connection through engaging and compelling storytelling these days to get buy-in to what you are selling. 

A recent Optify survey showed just how key content marketing is to client engagement. Even though the survey was among B2B marketers, it resonates for B2C as well:

The takeaway for attorneys is that creating case studies and free reports that offer valuable insight to your target market should be at the top of your law firm marketing tactics list.   Create that compelling and engaging content by telling real stories from real experiences (leaving out the real names, of course), then promote on social (see yesterday’s post on how to do this), your website and via email marketing.

Over half the marketers in the Optify survey said that producing engaging content is their biggest challenge, and I know that rings true for a lot of attorneys. As a service, we provide content for many attorneys, and received this note from one of our clients yesterday:

I started sending the articles via email to my email list in early September. Nothing fancy - just text emails.  My list only has 46 names on it, and most are friends, family and current/former clients.  I already have three potential estate planning clients as a result - all of which I am confident will engage.  

Everyone has a story to tell. Are you telling yours in a way that creates new clients?

© The Rainmaker Institute, All Rights Reserved National Law Review, Volume II, Number 281
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About this Author

Stephen Fairley legal marketing expert, law office management
CEO

Two-time international best-selling author, Stephen Fairley is the Founder and CEO of The Rainmaker Institute, the nation’s largest law firm marketing company specializing in marketing and lead conversion for small to medium law firms. Since 1999, he has built a national reputation as a legal marketing expert and been named, “America’s Top Marketing Coach.” He has spoken numerous times for over 35 of the nation’s largest state and local bar associations.

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