By michelle_pgs | April 25, 2024

In March I was in Southern Spain, near Seville.

The orange trees were groaning with big, ripe oranges which were ready to drop onto (and dent) your car if you foolishly parked beneath them.

(Say goodbye to your car rental excess if you make that mistake!)

What’s surprising to see is that when these oranges fall from the trees, the locals ignore them. The oranges just rot on the ground until the local council clears them up with other rubbish.

Although they look ripe and delicious on the trees, nobody wants these oranges because they are too bitter to eat as a fruit. And surprisingly, ‘Seville Orange Marmalade’ isn’t found in this part of Spain, meaning the locals don’t collect them to preserve them.

Which means these oranges have a PR problem – the locals don’t know why they should care about them.

Unwanted oranges are a bit like legal services that your clients don’t realise they want or need…

Whether it’s a shareholders’ agreement, a commercial lease, a will or an LPA, if your clients don’t understand why they need that service they won’t want it.

If they don’t want it, it doesn’t matter how attractive you make that service appear, your clients will ignore it.

The way to address this PR problem is to educate your clients about why they need that particular service so they want to buy it. You can do this by showing them the benefits of that service based on their specific circumstances or the challenges they may be facing.

Take action

Put this educational message into your articles, videos, blogs, or into a ‘Client Magnet’ guide or report you offer on your website. This will create demand for that service so it doesn’t suffer the same fate as the Seville orange!

Creating the right educational message to attract more clients for the specific services you offer is just one of the 9 Profitable Practice ‘Accelerators’ that will increase your clients, fee income and profits. To learn more about all 9 ‘Accelerators’, and to create an Accelerator Plan to grow your law firm or legal practice over the next 12 months, come to my next online workshop for lawyers.

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