“If you want your clients to buy green bananas, you need to educate them about why they should want green bananas.”
This was the advice I gave recently to one of the lawyers attending my marketing clinic when they asked for feedback on an article to promote their legal services.
If you write articles, blogs, or any kind of written content to promote your services, this could help you too…
The article I was reviewing covered 5 steps to ensuring compliance with specific data protection rules.
At the end of the article, the lawyer reminded readers that they could get further help with this topic and invited them to call for an initial discussion.
So far, so good.
But, in this final section, there was mention of specific legal documents and services the lawyer could provide such as “privacy policies” and “consent forms” and “sharing arrangements” to ensure compliance with these rules.
These documents hadn’t been mentioned anywhere else in the article.
Which means the need for these documents hadn’t been covered either.
So the call to action was to get legal help with specific legal documents that the reader might not realise they needed. And therefore would be unlikely to want.
To fix this we applied the ‘Green Bananas’ Strategy to the article.
Here’s how to use it:
Step 1 – Start with the end in mind. Decide what specific services or legal documents you want to promote in your article before you start to write anything.
Step 2 – ‘Reverse engineer’ your article. Identify what your prospective clients need to know or understand in order to want that service or document.
Step 3 – ‘Seed the Need’ for your services. The article content must educate about why they need that service or document so that when you invite them to get that service or document in the call to action, they already want it.
So if you were selling green bananas (rather than the yellow ones that most people buy) your article would need to teach your reader why green bananas are a better option before you say “buy our green bananas”.
Take action
What’s your version of the green banana? What are you offering that your prospective clients don’t realise they need, and what do you need to educate them about for them to want that?
Use the 3 Step ‘Green Bananas’ Strategy above to make sure you’re educating your potential clients about what to want, so that more of them will buy what you’re offering.
If you’d like more help with getting more clients and growing your practice, come to my online training on ‘The 5 Step ‘Client Magnet’ System for Attracting More Enquiries From High-Paying Clients’.
If you’d like my professional advice on which strategies will work best for your firm (and the best way to implement them effectively), 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’. You’ll develop skills and strategies to increase your conversion rate and the level of fees you can charge, and then discover how to use the right kind of marketing to attract enquiries that are more likely to convert. Plus we’ll work on how to maximise the profitability of the clients you already have and reduce your working hours. To check dates and ticket availability (and see testimonials), click HERE.
