By michelle_pgs | November 30, 2022

One of my favourite times of the week is a Thursday afternoon when I run a marketing clinic for my Profitable Practice lawyer clients.

Clients send me their marketing for review, which might be a page on their website, their LinkedIn profile, an article they’ve written, or their ‘Client Magnet’ guide or report.

At a recent clinic, I shared a key tip for turning ‘ordinary content’ into ‘magnetic content’ that will attract your ideal clients.

My tip is to use the 3 Magic Words “which means that”.

They might not seem magical, but here’s why they work…

To be effective your marketing needs to educate your ideal clients about why they need you and why they should choose you specifically.

These 3 Magic Words turn information about you, or your services, into education.

Let me give you two examples.

I’ve been helping a family lawyer with the wording on her website.

On her ‘about’ page she said she “Sits as a Children’s Panel Member which is accredited by The Law Society”.

When I asked her to add the words “which means that” and to continue the sentence, she told me she is accredited by the Law Society as an expert in childcare proceedings and can represent a child in those proceedings (whereas lawyers not on this Panel cannot do).

99% of clients won’t know this unless you specifically tell them. So without the “which means that”, her original words were just information, not education about why prospective clients should choose her.

Another client is working on his ‘Client Magnet’ guide to employment contracts. He wanted to offer a free initial consultation to those who’d read the guide, to help them identify what steps they needed to take to put in place better employment contracts.

But no-one wants better employment contracts unless they understand why they need them or how they will help. So I asked him to use the words “which means that” to explain the benefits for his clients of having better employment contracts.

He told me that better contracts would help reduce complaints or grievances in the workplace (which also means freeing up management time to focus on growing the business). They would also help ensure the workforce was happier and more productive (increasing retention and reducing the time and money cost of recruitment).

He had instantly turned his consultation offer into something his ideal clients could see the benefit of.

Take action

Start identifying opportunities to use the words “which means that” in order to turn information into education.

And don’t forget: these opportunities are not only in your written marketing content but also in what you say to prospective clients when discussing how you can help them.

If you’d like my professional help to create the right kind of marketing message to attract your ideal clients, come and spend a day with me and other small firm owners at my next online workshop ‘Profitable Practice Growth Secrets For Small Law Firms. In this small workshop you’ll work with me to identify the specific marketing message and ‘Client Hooks’ you need to use in your marketing to attract more of your ideal clients. You’ll also learn new skills to convert enquiries into clients at higher fees (without pushback). Plus, we’ll analyse the true growth potential for your firm or practice, set your 12-month growth goals, and create a specific plan to get you there. See the full agenda for the workshop, read testimonials about real results other lawyers have had, and check ticket availability HERE.


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