Using a call to action is the foundation of any direct response promotion, but what makes for a good offer that will motivate prospects to take action? Often, people don’t want to call you if they don’t have to. They may fear a sales pitch or just don’t know enough about their problem to feel comfortable moving forward. They may fear you will reject their business or that you charge too much. He may have heard bad things about lawyers who are only after his money or know someone who had a bad experience with an attorney.

Your job in your marketing materials is to overcome your prospect’s fears. You want to show him that you aren’t like the ‘lawyer’ stereotype he’s thinking of and you will be happy to talk with him about ways he can solve his problem.

To do this, you need to understand your target prospect. You need to get inside his head to learn what his problem might be and why he’s afraid to contact you initially. You need to think about what information you’d have to give him in order to overcome those fears.

This type of information may include:

• your contact information
• areas of practice
• your offer - free consultation or information kit
• how long you’ve practiced law & your professional memberships
• how many clients you’ve helped with similar problems
• what types of clients you serve
• industries served
• examples of services you offer
• your picture

and so on…

Prospects are far more likely to contact you if they already know something about you - your reputation, what you’ve written, who else you work with, what you’ve done that is similar to their problems. They want to know how you can help them before they talk to you - without a sales pitch or commitment on their end to go with you. The more they understand the way you do business, the more comfortable they will feel contacting you.

• Ways to Measure Your Marketing ROI
• Articles
• Understanding Your Client’s Buying Process
• 9 Tips to Turn Your Ads into Lead Generating Machines
• How to Get More Referrals

Categories: Rainmaking