Specific Facts Build Powerful Marketing Arguments
by Trey Ryder
Lawyers often carry out marketing programs under the misconception that if
they offer general information about their practice, their prospects will figure
out the rest.
Wrong! If you assume your prospects will fill in the blanks, you’re asking
For example, if I said to my prospects, who are attorneys, “I'm a marketing
consultant for lawyers” and told them nothing more, I might get a few phone
calls, but not enough to sustain a business.
As consumers, you and I are bombarded with hundreds of marketing messages
every day. We do our best to screen them out unless the product or service interests
us. The problem is, sometimes we get so good at screening out advertising that
we exclude even those ads that could have helped us had we paid attention.
Then we turn the tables. As marketers, you and I take little comfort knowing
that our prospects try to screen out our messages as successfully as we do.
How you craft your marketing message and how you deliver information directly
relates to whether your prospects focus on your message or tune it out.
The most powerful marketing messages are SPECIFIC and DIRECT. They leave
nothing to your reader’s imagination. What’s more, you’ll find that the more
information you provide, the more your prospects believe your message because
it is positive and specific.
These tips will increase your prospect’s interest, your credibility, and
your chances of getting the response you want. Apply these tips through all
of your marketing communications:
TIP #1: Provide full facts that support your marketing message. When you identify
and prove the problem exists -- and identify and prove your solution works --
you should include specifics, numbers, facts and detailed descriptions in every
Here are sample statements about lawyer marketing. Which do you find most
Statement 1: Lawyers who market their practices increase their average income.
Statement 2: Lawyers who market their practices increase their average income
Statement 3: Lawyers who market their practices increase their average income
from $75,000 to $225,000 per year.
SUMMARY: Statement one offers no specifics. It may be true, but you find
no facts on which you can rely. It is nothing more than an unsubstantiated claim.
Statement two is more vivid because of the 300%, which is clearly an eye opener.
Statement three is the most persuasive because it gives exact dollar amounts
that you clearly understand, rather than a percentage.
Disclaimer: Don’t rely on these numbers because I made them up. But even
if the numbers aren’t correct, they look correct because they are specific.
Specifics create the appearance of truth.
Your marketing is much more vivid, persuasive, and credible when you include
specifics. No question, when you write in generalities, you write more quickly.
But the time it takes to research and include precise facts is well rewarded
because your persuasive powers increase dramatically.
TIP #2: Invite your prospects to take action. At one time or another, you’ve
probably called a business only to find that the person who answered the phone
was less than helpful and, perhaps, downright rude. After we experience this
a few times, all of us wonder whether our calls are welcome.
In your materials, use statements like: I invite you to call with your questions
or concerns. I’ll be happy to talk with you over the phone or in person, whichever
You could rephrase it, focusing on “you”: You’re invited to call
me to discuss your company’s legal matters. I’ll be glad to talk with you over
the telephone, or in my office or yours, whichever is easiest for you.
TIP #3: Tell prospects the action you want them to take. The more you leave
to chance, the more you risk that your prospect won’t do anything. Here are
a few action statements:
- To receive your free copy of my Executive Briefing on Director’s Liability,
call (phone number) or write to (address).
- If you’d like to talk with me over the telephone, call (phone number).
- Call now to reserve your seats for my next seminar: (phone number)
TIP #4: Tell prospects how easy it is to respond. Your prospects may perceive
contacting you to be such a hassle that, instead, they decide to “just
forget it!” What’s more, they may hate leaving messages because not all
lawyers return phone calls.
Take these steps: Tell prospects how easy it is to respond to your offer.
Then assure prospects that, if you’re not available when they call, you’ll return
their calls promptly. For example:
- You can reach me by phone (number), fax (number) or e-mail at (address)
B whichever you prefer. If I'm with a client when you call, I’ll get back with
you just as soon as I'm available.
- You can reach me simply by picking up the phone and dialing (number).
If I'm out when you call, I promise I’ll return your call just as quickly as
TIP #5: Tell prospects the specific services you offer. Law has become so specialized
that your services may be more narrow or broad-based than your prospects expect.
The only specific, direct way to cover your bases is to describe in detail
the services you offer. Because if your prospects don’t think you provide a
particular service, they’ll call someone else. To attract prospects who need
specific services, you should spell out in your marketing materials the services
TIP #6: Name the specific clients you serve. If your field of law is broken
down by the types clients you serve, spell out those types or groups. If prospects
don’t see their group in your materials, they could easily conclude that you
won’t represent them.
TIP #7: Provide specific facts whenever possible. One of my friends is a trial
attorney who won the largest judgment in Arizona. If I told prospects I refer
to him only that he is a trial attorney, they might not know what that means.
This is because people think of lawyers more for the types of cases they handle
and the type of law they practice than for the methods they use (trial) to achieve
the result. So, instead, I give them key facts on which they can rely:
First, I say he is my friend, which transfers my credibility to him. Second,
I say he won a $1,500,000,000 judgment at trial, the largest ever awarded in
Arizona, which proves he is a skilled, experienced lawyer. Third, I say he has
handled several cases for my wife and me, which serves as our testimonial.
Three key facts, all true, all specific, and all designed to help the person
decide whether to contact this lawyer.
In conclusion, you hurt your marketing effort when you use words that are
not specific or direct. Don’t assume anything. Spell out everything. Generalities
hurt. Specifics persuade.
“7 Secrets of Dignified Marketing”
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