A few days ago, I put out a poll in my Facebook group. The poll was simple. I asked this question:
“Hey everyone! I’m thinking of putting together a live free training in the next few days. What would you guys be more interested in?”
I gave the respondents two choices:
1. My three-step system for getting more law clients
2. Facebook ads for law firms
Let’s take a closer look at the choices. These two choices could be discussing the exact same free training that I’ve offered.
I could title the training, “How to use Facebook ads in my Three Step System to Get More Law Clients.” Even though the options are for the same training, they are worded differently.
These two responses were carefully worded and chosen for a reason. The poll was designed to prove a point.
The poll results were exactly as I expected. More people chose the first option. About 70% of the respondents chose it!
The first choice gives the respondent the option to learn how to get more law clients. This focuses on the results.
The person responding knows exactly what’s in it for them. They’ll benefit by getting more clients for their law firm.
The second option is not as direct. It gives the person the choice to learn about Facebook ads for their law firm.
This focuses on the process itself. It only says what the process is, not what it can do for the person.
Why Does This Matter For Your Law Firm?
This poll experiment was designed to show you what you need to keep in mind when promoting your firm.
You should also remember this when creating the content for your website. Here’s the lesson in a nutshell:
Focus on the results, not the process!
If you’re trying to sell to a client, then it’s more effective to sell the results, not the plan. Whether the person has looked up your website on their own or is seeing your Facebook ad for the first time on their feed,
I can guarantee one thing. They are more likely to take action if you tell them what’s in it for them.
Your clients don’t want to see you ramble on about your accomplishments and how you’ll work for them. They want to know what you can do for them.
Tell them exactly how they will benefit from hiring you. Emphasize the end results. You always want to lead with the end result. Don’t bury it at the end of your webpage or ad!
Take This Lesson And Get More Clients!
Use this simple poll as a lesson for your law firm. Always lead with what your client wants to know.
They want to know how you can help them. Ask yourself how your law firm helps your clients. How do they benefit from your services?
Now take that answer and apply it to your marketing. Add it to your web content.
This is what your potential clients will want to know when they are looking for your services. If you want to have more clients retain you, then you have to tell them the results!