A Confused Mind Says No
I’ve been working with a bunch of my clients to create campaigns and email blasts this month that are focused on changes to the laws that occurred at the start of 2020.
One of my clients (who is a GREAT SPORT and didn’t mind me sharing this story) sent me a draft of the “urgent update” he was hoping to send to his database.
NO LIE: My eyes were glazing over by the end of the first paragraph.
He practically wrote a dissertation on the legislation that was passed, the arguments for and against it, the history of the law… I think you see where I’m going here.
I also see this a lot of times when new court cases are handed down. Attorneys will often write blog posts that read more like case law summaries instead of consumer-friendly articles that are designed to get people to CALL THE OFFICE AND MAKE AN APPOINTMENT (and isn’t that the whole point of legal marketing anyway?).
Back to my story.
I ended up asking my team to edit his email blast to basically say, “hi, as you may have heard, the laws in our state regarding retirement planning changed at the start of the year. If you fall into the following categories, I really should see you to discuss what it means for you and your family.”
We then focused on the specific CIRCUMSTANCES that clients could resonate with that may cause them to call rather than the nuances of the law.
We asked…
“Do you have a retirement account?”
“Are you worried that your loved ones will have to pay unnecessary taxes on the inheritance you are planning to leave them?”
“Has it been at least 3 years since you last reviewed your plan?”
Doing this allows readers to “self-select” the information that applies to them, without getting lost in the weeds.
The reader is lead down a path to naturally think… “why yes, I do have a retirement account… and obviously the laws have changed so maybe I need to pick up the phone to find out what’s up.”
Trust me, your prospective client does not WANT a dissertation… and a foundational rule of marketing and sales that you should NEVER FORGET IS:
A CONFUSED MIND ALWAYS SAYS NO.
Please keep this rule in mind as you market to your database this year. Are your offers clear? Are you keeping legaleze to a minimum? Are you helping people quickly identify “what’s in it for me?”
To finish my story… my client ended up with a bunch of appointments and realized that half of the stuff he was going to put in the email didn’t even apply to the people who made it in the office. He was glad he held back a little so that he could focus on what specifically mattered to the people sitting across the desk. It made the sales process easier and took away a lot of the confusion.
Say it until it sticks today: A CONFUSED MIND ALWAYS SAY NO!
Now, go tweak your marketing to remove any hurdles that might stop people from meeting with you!
P.S. Are you working on a campaign that you’d like some extra eyeballs on to see if it’s on track to get the results you are hoping for? Please feel free to schedule a call with me. I’d be happy to grab a “virtual cup of coffee” and give you my feedback—on the house.