A recent post on copyblogger about emotion based selling, reminded me about a client I’ll call Stan.
Stan is the managing partner of a mid-sized, general practice law firm in the south. Like many professional service providers, Stan’s firm had been side-tracked by the economy and decided to take some action in the form of advertising to help increase revenues. It was apparent from our first conversation that the campaign failed to pull in any new business, and Stan and his partners were at a loss of what to do next.
I asked to see the ads, and it was obvious that they were very generic, and in trying to appeal to “everybody” and they failed to make an emotional connection with their prospective clients. As a result, failed to motivate anyone.
I suggested a different approach. After discussing their most profitable and popular practice areas, we broke down their services into 2 main categories: Estate Planning and Family Law. Rather than going after anyone who needed an attorney, we crafted separate marketing messages for each main practice area, pinpointing the most significant issues facing their clients, and how their services help people experiencing challenges exactly like theirs.
We took these messages and ran two entirely separate campaigns, resulting in a combined ROI of 187%. Next, we edited their website to reflect those same messages in a clear and consistent way.
By developing a strategic marketing plan, understanding their clientele’s problems really well, tapping into the emotions of their clients, and making it crystal clear that they get results for people “just like them”, Stan’s firm realized an increase in revenues from new clients of 42% in just over 6 months.
If anyone tries to tell you that emotions don’t motivate buying, please tell them about Stan’s firm.
Susan Martin, Marketing Coaching
