for attorneys

•	Capture the attention of your target markets using emotional hot buttons
•	Get your target markets to remain attentive by promising you are about to provide them with valuable information
•	Educate your audience concerning what they need to know in order to ensure they choose a provider that will deliver results
•	Present your case for what you provide
•	Back up your case with convincing evidence
•	Provide a low-risk way to receive an initial service and offer additional information to those who are not yet ready to receive services

You never want to use generalities, fluff or platitudes in your marketing communications. This, however, is violated in almost all law practice promotion... even websites. Banalities lack power. So, avoid them. On the other hand, specifics are far more believeable and likely to evoke response. Therefore, to state in your ads "we provide excellent customer service" means almost nothing to your prospects. Virtually any law firm can say this and many that cannot stand up to the level of customer service you provide predictably will do so. The result, this statement will make no impression on your potential clients. Most of those you could capture will likely continue their search for "the right law firm", if all of your claims are nothing more than generalities and platitudes.

Using a Specific to Convice Your Audience That Your Firm Provides Superior Customer Service

Let's say you have an estate planning practice and wish to market your superior customer service. The first step you take is to make sure you have something specific to say about your customer service that potential clients (and referral sources) want to hear. The more what you say distinguishes yourself from your competitors, the more positive impact your promotion will have.

To achieve the perception of superior customer service, let us say you survey your target market and determine that one factor people object strongly to is having to see an estate planning attorney during business hours. So, you do a little intelligence gathering and uncover that no other estate planning attorney offers extended hours in your community. As a result, you implement the simple innovation of providing evening and Saturday appointments and offer your clients a little extra comfort. You now have specifics you can promote to your target markets that will help set your practice apart in regards to two important customer service components— convenience and comfort.

Your ad's headline might read: "Why don't estate planning attorneys offer evening and weekend appointments rather than forcing you to take off valuable time from work?"

Do you see how this headline uses emotional hot buttons to capture and engage the reader?

Your sub headline might read: "We don't know either."

Then, in your ad copy, you explain that it is essential for clients to feel relaxed during their meetings with you, as you want clients to have their minds free from thoughts about work. Then you state that your client's comfort not only makes the meeting more enjoyable for them, but also helps information flow. The result is always a better, more thorough, and more personalized estate plan.

Furthermore, you can expound on why you offer a comfortable "living room atmosphere" and provide an array of snacks including coffee, tea, softdrinks, juice, bagels, fruit and pastry (notice specifics). The bottom line is that your ads and promotion will be perceived entirely differently than the usual estate planning ads you see. Your ad will create the impression of superiority because it demonstrates just how important delivering superior customer service is to you without ever uttering the platitude "we provide excellent customer service." The result— new clients... lots of them.

Article written by Marc Aronson. Copyright © 2011, Business Builders. All rights reserved. No portion of this report may be reproduced or transmitted, in any form or by any means (including e-mail or fax), without written permission from Business Builders.