October 6th - Enter the Theatre of the Mind to sell your Wills..

There's been a discussion going on at
Law Gazette about marketing Wills.

One of the contributors came up with a
short list of life changing events that mean people want Wills.

Things like;marriage, divorce, kids, buying a house,
retirement, selling a business etc.

Most people are going through these at any one time.

So there's the opportunity to enter their "theatre of the mind".

This means that you enter the conversation that is
already going on in their heads.

It's much easier than butting in where you are not welcome.

This should dictate the type of subject lines you
write in emails and headlines in letters and stories on your website.

A laser-targeted headline about a subject someone
is thinking about will have a good chance of getting you a hot prospect.

The Head Partnership consistently cross-sell their legal
services in this way.

They know I'm a business owner.

They know I don't have a Will.

Take a look at this legal firm cross-selling email

This may just have hit me at the right time.

(although they missed the "offer" tactic out).

Is there anything stopping you from writing
to all your small business clients and company
owners with something similar?

Remember something is going on in your clients' minds.

You want to learn how to read them
so that you can market your law firm successfully.

What is it today? What will it be tomorrow?
And if you don't know...ask them.