Lawyers & Law Firms: I Caught You a Delicious Bass...

Welcome, my fellow 'Legalteers', to this week's 'Special Ops' Legal Copywriter's Newsletter.

Cut to the chase: Today is about making offers to your prospective clients...

Today, we'll look at how you can write sales content that positively triggers your readers into contacting your business.

Here is the breakdown of what I'll discuss today:

1. What's an offer?
2. The 5 primary concerns your client wants to solve.
3. 3 essential elements of selling your offer.
4. 2 ways to sell the avoidance of risk.
5. And my offer to you!

What's an offer?

Every day, you make and accept offers. It's like a contractual arrangement. You do 'this', and we'll give you 'that'.

For example, if you ask a teenager to clean their bedroom, they're unlikely to take much notice. Make them an offer to clean their bedroom and get a takeaway meal of their choice in return, and they'll swiftly get it done. The offer MUST meet the needs of what they want.

I bought an overpriced 16-inch MacBook M1 Pro two years ago - after seeing an offer on Amazon to buy it interest-free over 12 months. It was a great offer, and I went for it. Many other people did, as the deal only lasted a few hours. I'm waiting for the same deal for a 16-inch MacBook Pro M4 Max over 12 months.

Spending nearly £3000 on a laptop in one swoop wouldn’t look good on my bank. However, the offer of payment over 12 months with no interest was a good enough offer for me to grab the laptop. Amazon's previous offer of payment over 5 months, interest-free, wasn't a good enough offer (for me).

Clients and your offers

Offers work the same with your prospective clients. You make them an offer regarding your legal services; if they want it, they 'buy' it. The thing is, how do you make irresistible offers?

First, let's look at your prospective clients.

Who wants your service?

Well...

• A small number of people are looking for a legal service. These people are assessing the market (If they're not loyal to one legal services provider.)
•  Some people are open-minded about receiving help. Sales copy can sell the benefits of your service and persuade this group of people to contact you. These people are the fence-sitting low-hanging fruit ready to consider a great offer and take action.
•  Many of your prospective clients are aware they might require your services at a later date. If it's a matter they should be addressing now. You would highlight this in your offer, giving them an explanation of why it needs to be addressed, and the benefits of doing so. There must always be a pay-off for them in return for taking action.
•  A high proportion needs educating about your service as they're unaware they have a legal problem that your law firm can solve. The problem could be due to new legislation that has come into force or an issue they've never considered before, such as writing a will or making a claim after a work-related injury.
•  Others will never use your service as it's not required. This could be due to not needing your service, refusing to tackle a legal matter, or being loyal to one of your competitors, etc.

So, immediately, with an offer, you can target a larger slice of your potential market rather than just the immediate market that needs your legal services now.

Let's look at their problems...

 The 5 primary concerns on your prospective clients' minds

These are the issues/problems that your prospective client is facing:

1. Money – Making & saving. This covers every legal niche.

2. Health – For instance, wills and probate, trusts, criminal matters, employment, etc.

3. Family & relationships – Again wills and probate, child matters, family law and divorce, etc.

4. Power & security – corporate and commercial law, family law, civil litigation, etc.

5. Life/work – commercial property, business law, employment law, conveyancing, etc.

With some thought, regardless of your legal niche, each of the five problems can relate to your niche. And you need to be hitting these pain points in your sales writing. Plus, let your readers know you're THE lawyer/law firm that can solve their problem.

Ok, it's time to look at the offer format.

Your offer to prospective clients

Here is one example of an offer. It has 3 elements:

1. What they will get from your legal service

2. Your price

3. Your guarantees (The risk-reversal)

1. What they get from your legal service

People are motivated by their emotions. They buy on emotions, then later rationalise that decision using logic. So, you must write to motivate your reader to take action and contact you.

The two great motivators are the promise of gaining something or the fear of losing something.

This quote by the Dalai Lama says it all: "Man... he sacrifices his health in order to make money. Then he sacrifices money to recuperate his health."

The ABC Writing Process: How your prospective client will benefit from your legal service

A.   The headline: If you don't get their attention, you can wave goodbye to them. You need a headline that makes them curious enough to keep reading. I cover this and everything copywriting & legal content in my 'Legal Ops' Copywriting Blueprint.

B.   The problem: You know your prospective clients' primary legal problems. Spell them out in emotive language. You want your reader to know you understand and empathise with their problems.

C.   Your solution: Address the common solutions. This does not amount to legal advice. You're discussing generic solutions. The purpose is to make your reader understand you can help them solve their problem. Sell them a better future!

2. Your price

People hate the uncertainty of law firm fees – You know it! And it's always a matter people complain about when they've not been kept informed of rising costs. And you can't blame them.

The solution?

Fixed fees – If you offer them, make sure you discuss them in your offer. Sell the certainty and multiple benefits of fixed fees.

Something to consider is the psychology of pricing. If all law firms are considered alike, the consumer may as well choose the cheapest option – It makes sense.

However...

If you don't want to compete on price, thereby avoiding the death spiral, you need to think about what you will do! Your offer is an opportunity to separate yourself from the pack.

Attract your prospective clients to your premium service. That doesn't mean telling them you offer a premium service. It means you need to lay out precisely WHY and HOW you have a premium service that's superior to your competitors.

And that's what great copywriting does...

(Can you explain in detail how you would offer a premium service? If you don't know the answer, you perhaps don't have a premium service, or you've not sat down and worked out IF you have or can offer a premium service. The 'Special Ops' Legal Copywriter can help you over a one-hour call! It's a fixed fee - £300. I won't sell it to you here, but you can expect to see my offer soon.)

I can tell you this! Offering a premium service that CAN demand a premium price comes down to three golden metrics:

• The consumer's knowledge of your legal service
• Your positioning in the market outside competition norms
• Perceived accessibility

What if you don't offer fixed fees?

You can address your hourly fees in your guarantees.

3. Your guarantees        

So, what can you guarantee?

If you're offering fixed fees, that's an easy one. Amplify nothing is hidden – The price you quoted is the price they pay.

If you're offering hourly rates, consider the benefits you can sell, such as, if you do less work on a matter than anticipated, your client pays less. Put your thinking cap on – You should be able to think of ten or more price guarantees. Write them, refine them, and use them!

Other examples are:

Guaranteed communication. For instance, same-day replies to all emails received before 12 noon.

One fee-earner will deal with the client from start to finish (A massive issue for many clients.)

A weekly update on the progress of a matter.

These are all massive game-changers for prospective clients seeking a legal services provider. Consider all the guarantees you can make and put them in your offer/s.

Reversing the risk in your prospective clients' minds

In your offer, give the reader an emotional risk reversal. There are two ways you can do this that are way stronger than anything you could say about your business.

It's called..... Social proof

Two ways you can do this:

1. Explain your credentials to your reader. If you're a regulated lawyer/law firm, explain what that means to your client. They have no knowledge of the Law Society and the SRA. It means nothing to them. Explain the security it provides. Plus, highlight any other accreditations you have that your reader can check online.

 Explain the difference between a regulated and a non-regulated legal services provider and, significantly, the DANGERS...

 This is strong social proof, and the next one is even better!

2. The recommendation/testimonial/review – whatever you want to call it. This is the "Goose that lays the golden egg". Having great reviews gives your prospective clients additional peace of mind and confidence that you can be trusted to deal with their matter and reduce their perceived risk.

It's proof, not just claims...

That's all for today's newsletter – My offer comes next! 

And finally...

If you're offended by ads – read no further!!!

The No-Discount Offer – So, what's the deal?

Book your 'LinkedIn Funnel-Building Coaching Call for Lawyers, Law Firms, Legal SaaS Companies & Recruiters' before Sunday midnight, and I'll write 2 LinkedIn posts for you as part of the deal!

You can choose the topics, and then I write them for YOU!

Question...

Do You Want Your LinkedIn Page to Start Giving You Money?

How about becoming the go-to lawyer in your legal niche and turning your LinkedIn page into a business-generating machine with No Marketing Costs?

If so, book your 2-hour LinkedIn Funnel-Building Coaching Call and let me tell you about the proven strategies that I used to get my LinkedIn page to the top 1% and generate 90% of my business without even having a website...

I know there's nothing worse than feeling left behind while everyone else seems to be thriving on LinkedIn. You see lawyers posting daily, commenting, and liking other people's posts.

You know LinkedIn is driving lots of work to that lawyer...

You want to do the same, but there's a problem.

 You don't want to waste too much time on LinkedIn without any financial return. And, for many lawyers and law firms are doing it wrong on LinkedIn, that's happening!

Plus, you're not sure you have the time to commit to turning your LinkedIn page into a source of new work. That's because you've been told you must spend lots of time to make it work.

Don't get your advice from people who don't know...

You can do it. You CAN transform your LinkedIn account in a surprisingly small amount of time, and I can show you how.

Why should you listen to me?

● I'm a lawyer, just like you!

● 90% of my business comes via LinkedIn

● My LinkedIn page is in the top 1% of accounts on the platform

● You'll find out how to generate inbound enquiries

● And... I don't even have a company website

Let me repeat: 90% of all enquiries and business I receive are from LinkedIn, and you can do it too!

What is the no.1 benefit of building a successful LinkedIn account?

More business. It's that simple! Don't come to me wanting fluff. I only use LinkedIn to generate business. I'd have stopped using the platform years ago if LinkedIn hadn't worked for me! 

Who is the coaching for?

● Lawyers, law firms, legal SaaS companies, and recruiters

● Lawyers who want more business without the marketing expense

● Businesses looking to save time by efficiently self-promoting and building a brand

● In-house business development departments

● Businesses who need a cost-effective solution to market their legal services

 It's not for businesses who are:

● Looking to write viral posts by week 1

● Chasing the "secret sauce" and wanting overnight results

● Not willing to listen to advice

We all start somewhere...

I was like you a few years ago, looking to build a business with a tight marketing budget. I understood, I needed to either spend my money or my time building my LinkedIn account. I chose the latter.

But....at the same time, my time was limited!

But I got there.

I know what does and doesn't work. I've already made all the mistakes on your behalf, so you don't make them.

So, what do you get during your coaching call:

120 minutes of coaching to turn your LinkedIn page into something special. You can ask any questions you like.

We'll discuss:

● A deep dive into targeting your ideal client

● How to write posts that generate inbound enquiries

● How to expand your reach beyond people who need your service today

● What not to do.....

● Why education is a vital key to selling your legal services

● How helping promote other connections posts can generate business for you

● How you can become an authority in your legal niche

And more...

You'll also get:

● 5 LinkedIn post templates to speed up the writing process

● Information about targeting the pain points that trigger people into taking action

● 30 of my favourite LinkedIn posts you can use as a style guide

● A LinkedIn 'About' section template

● Lead-inducing 'non-salesy' template to use when you get a new connection

● The' business grabber' template to send to people who have looked at your profile

● Headlines that attract prospective clients (With a template)

Is that it?

Nope...

For the next 12 weeks of your journey, you can send an email daily asking for further advice. You can send them whenever you choose, and I'll answer them within 24 hours. (This is the biggie that separates my service from the pack.) 

What now?

Simple: Get booked! It's £699 – Here is the link for payment: (Offer now expired)

Once you're booked, I'll contact you and arrange a convenient time slot for you. New slots open from 16 December. However, if you want to book, but don’t have time for the call until next year – No problem. Once you’ve booked, you have 3 months to take the training.

(Be sure to have some questions prepared before your coaching call.)

Remember...

Don't leave it before it's too late. The offer of 2 LinkedIn posts written by me as part of the deal ends on Sunday, 8 December, at midnight. After that time, the 2 LinkedIn posts deal is off the table.

Whilst you're busy thinking about what to do next, your LinkedIn competition is getting ahead and potentially taking your prospective clients - due to your inaction. Don't let that happen!

P.S. It's this simple. Book it, get coached, consistently take action, and start generating those leads.