HEADLINES Secret #6: Get the main point of your message into your headline Four out of five readers do not read past the headline. So, if you depend on the body of your ad to tell your story, you are wasting 80% of your money. The headline is the only part of the ad most people read.
Secret #7: Make sure the headline tells your readers how they benefit from hiring your services Every headline has one job: to stop your prospects and get them to read your ad. The quickest and easiest way to stop your prospects is by promising them something they want. So, in your headline, tell your prospects how they will benefit from hiring your services.
Secret #8: Your headline should point out how you are different from your competitors If your prospects do not know how you differ from other lawyers, they have no reason to choose you over someone else. But when prospects value your positive differences, they have good reasons to hire your services. Your headline should instantly convey your competitive advantages, so prospects know immediately what makes you different from everyone else.
COPY Secret #9: Don’t skimp on facts If you want your prospects to hire you, you should answer every question they might ask. This means you’ll be lengthy, but don’t worry. Long copy sells. Not because it’s long, but because it’s complete. If you reach interested prospects, they will read all the copy you give him. But you cannot expect prospects to hire you if they don’t have enough information to decide.
Secret #10: If you make a claim, prove it Support your claims with facts, figures, testimonials, case histories. Words like “experience”, “qualified” and “results” aren’t proof of anything. They are simply unsupported claims. Positive, specific statements build the credibility you need so your prospects believe what you say.
Secret #11: Get to the point—FAST! Your prospect’s first question is always, “What’s in it for me?” Many lawyers take too long to get to the main benefit. Don’t
save your most important benefit until last. Put it in the first paragraph. One basic principle of advertising is to fire your biggest gun first.
Secret #12: Write the way you talk Always use down-to-earth, everyday language. Ask yourself, would most of my prospects understand what I’m saying? When you write in plain English, you increase your ad’s readership. And the better your readership, the better your response. Look for ways to warm up your copy—to make it friendlier and more personal.
Secret #13: Tell prospects what they will lose if they don’t hire your services Remember this important principle: The fear of loss is greater than the desire for gain. This means your prospects fear losing something more than they want to gain or achieve something. Many ads tell prospects what they will gain from hiring your services. But few ads point out what prospects will lose if they do not hire you. Point out to prospects that if they don’t hire you, their situation may persist and could even grow worse. Discuss the problems they could face if they don’t hire you.
Secret #14: Don’t waste words Examine each word in your ad. Is it necessary? Does it help get your prospects to act now? If it doesn’t help, it hurts—because it distracts your readers from the important parts of your message. If you don’t need a word, get rid of it. Lean writing looks better, reads better, and it’s easier to understand. It moves your prospect to action. So, don’t waste words.
Secret #15: Tell your prospects exactly what you want them to do Many lawyer ads do not ask prospects to do anything. They simply hope the readers can figure it out for themselves. If your prospects are interested enough to read your ad, they want to know how to respond. So, tell them what you want them to do: “Call today to schedule a free consultation.” “Register now for our free seminar.” “For full details, visit our website at www.yoursite.com.” If you want your prospects to respond, don’t leave them guessing. Tell them exactly what you want them to do.
OFFERS Secret #16: Invite telephone calls and emails Many people are shy. They want to talk with you, but they know most lawyers are busy. They don’t want to interrupt what you are doing, so they hesitate to call. Eventually, their reluctance Attorney Journal San Diego | Volume 181, 2018
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