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I was just talking to a client about marketing a law firm compared to marketing any other business. He was telling me that he thinks marketing a law firm is much more difficult than if you are selling iPhones or a restaurant or anything like that.

Marketing a law firm definitely has challenges that some other businesses don’t have. For example, if you’re running a restaurant, you can do coupons or discounts.

Lawyers typically don’t do discounts, coupons, or anything like that. But, at the end of the day, the psychology of marketing is the same because whether you’re selling legal services or you’re trying to sell pizzas, you’re selling to people. That’s the whole thing, it’s that the people are your target audience.

Finding Your Niche

If you apply the fundamentals of psychology that are required for selling anything, then marketing a law firm is not that difficult. The secret to marketing that most people don’t understand, and this is why most people fail at marketing, is all you have to do is find a niche.

You already found your niche. You’re a lawyer: bankruptcy, personal injury, criminal defense, etc. Then, you need to figure out what do people in that niche, what do your potential customers or potential clients, what is it that they want? And then, all you have to do is give that to them.

Now, I know that sounds easier said than done. But you have to remember, people buy what they want, not what they need. For example, I just bought a new MacBook. Last year’s model didn’t have all the fancy bells and whistles for what I need. It had decent stats, a big screen, it would last me for a long time, but I wanted all the fancy stuff.  I wanted the touch screen and everything else that came with the new model that I didn’t really need. Again, I do not need this, but that’s what I wanted.

I spent about 700 dollars more on this computer just because it’s things that I wanted, not what I needed. If I had bought what I needed, I probably would spend 900 bucks, but instead, I spent 1600 dollars.

Once you figure that out, then marketing becomes really easy.  I’m not saying that you have to deliver 100 percent of what people want. But once you start realizing what people want and what their desires and fears are, that will make your life and marketing a lot easier.

Catering To What People Want, Not What They Need

I’m a big proponent of creating something you can give away that solves a small problem in advance. Some sort of PDF document that you type up on your computer, save as a pdf and have it on a download form where when they download it, they get added to your email list.

I talk to a lot of lawyers who have a white paper that they wrote, but nobody downloads it and the reason why is because they didn’t answer that fundamental question. You didn’t ask yourself what do people that I’m trying to get to hire my law firm, what do they want? Now, what do they need because people don’t care about what they need. They care about what they want.

That’s why McDonald’s is so successful because people want a Big Mac. They can get a salad or whatever, but people buy what they want. What you need to do is you need to sell them or give them what they want and then, deliver what they need. So, that’s the basic marketing strategy.

How To Implement This Strategy For Your Law Firm

If you could just figure out and ask yourself: what does my client actually want? If I’m a Bankruptcy Attorney, what does my client want? Do they want relief from all debt? Do they want to keep their house? Do they want to fix their credit, so they can get buy house one day?

If you’re a Divorce Lawyer, obviously divorce is the angle, but what do they want? Do they want more time with their kids? Do they want financial freedom? Do they want to escape an abusive relationship?

If you’re a Personal Injury Attorney, what do they actually want? Do they really care about getting this huge settlement or do they just want to make sure that the medical bills are covered?

I’m not saying that’s the only thing you’re going to give them. But what is it that they actually want? And if you can play up to what they want and then you could give them what they need, then you’re going to have a lot of success.

I just created a webinar not too long ago, and it’s completely free. It goes into the strategy in extreme detail. It really gives you enough information that you could probably hit the ground running with the strategy. It talks about how to figure out what do your clients actually want and then how do you deliver. How do you create that bait that gives them the answer to a small problem? But, they still need a lawyer for a big problem, to solve the big problem.

If you want to register that, it’s completely free. Go to lawyermasterclass.com. Fill out the information and just select your preferred time. Just select the time to attend the webinar, and I look forward to seeing you there.

A lot of times, lawyers tend to over complicate things. Now, the one thing you have to remember is that most lawyers have a higher level of education than most of their clients. You have four years of college plus you have an advanced degree of a law degree. Some attorneys even have other degrees. In fact, I know some lawyers that are also medical doctors.

What happens is that I see content that’s written by lawyers, either blog posts, social media posts, or advertisements and the problem is that it’s written like a lawyer would write it. Now, the issue with that is that it’s typically too complicated for the average person to understand. You need to make things very simple and write it at a third or fourth-grade level.

How Can I Simplify My Writing?

I want to show you how you can simplify your copy, as well as a free tool that you should run everything you write through, making life simple.

Here’s the status update that I’m going to use for this exact video. It’s “Hey lawyers, when you compose advertising copy for your website or social media posts or advertisements, do you write like a lawyer? If so, there’s a high probability that you’re making your content overly complicated, and you can capture more attention if you made it easier to understand. Below is an extremely simple method that you can implement to accomplish this goal.”

Using The Hemingway App To Make Your Content Easier To Read

Before I post this, what I’m going to do is copy this and go to Hemingway editor. All you have to do is go to Hemingwayapp.com.

What’s cool about this is it gives you a tutorial of how the Hemingway app works before you even use it. So, if you look here at the yellow sentence, if a sentence is hard to read, then it highlights it yellow. If it is very hard to read, it highlights it red. It gives you the option to use alternative phrases and utilize shorter and easier words.

What you should do is paste your copy here. Your goal is to make this so that there is no color whatsoever. At the end of the day, you want to make sure that every person can understand and interpret the message in your writing, no matter what level of education they have received.

I have a tip for you today that is more about productivity then it is about marketing. There are some days when you just have to get a lot of stuff accomplished in a short amount of time, and I have a secret that I use always.

Whenever I need to get a lot done in a short amount of time, I have a combination of a few different things that I use, and I want to show you what those are. I get more accomplished in a day when I do this, then I do in a whole week.

So, here’s what you do. The key for me is just blocking everything out, and I know that’s difficult because there are distractions everywhere.

The Ultimate Combination For Productivity

The first thing I have is a pair of noise-cancelling headphones.  My second secret weapon is my Spotify account, but I don’t sit here and listen to music because I’m the type of person that can’t multitask.

What I do with Spotify is play white noise, which is awesome. They have genres and moods, with one being called focus. In there, they have white noise.

If you want to take it even one step further, there’s one more secret button on your iPhone.  It’s called airplane mode, that way you don’t get text messages either.  This triad is my secret combination.

If you need to get stuff done and you’ve got stuff in your office that’s distracting you, try this out. Let me know how it works for you because I’m always looking for more productivity tips, so if you have any productivity tips, let me know.

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