In the previous post, we talked about the importance of phone calls to mine unconverted leads for your law firm. Nearly every other form of marketing communication relies on the written word. For maximum effectiveness, you either need to master the art of copywriting or hire a great copywriter to do it for you.
I recommend the latter. After all, you’re a lawyer, not a copywriter.
Even more to the point: If your emails, texts and scripted phone blasts haven’t been crafted by a professional, you’re wasting your time and money.
As I've said before, when you communicate by phone, the other party feels a social obligation to respond to you (whether positively or negatively).
For any other type of communication, whether written or scripted, the recipient can passively say “no” simply by declining to respond. Thus, your message must be carefully crafted to evoke the response you desire from the other person—otherwise, you lose the moment and the opportunity. You have one chance to make the moment count, or you must await the next moment. For this reason, I highly recommend hiring a professional copywriter for all non-direct forms of communication with your unconverted leads.
In his book Words that Sell, copywriting expert Richard Bayan expresses it best:
“The copywriter uses words as tools to persuade and motivate an audience. You persuade your readers that you have something valuable to offer; you motivate them to acquire it for themselves. This is the essence of effective copywriting.”
If you have the confidence that you can write at this level of persuasion and effectiveness—and if you want to take the time to do so—knock yourself out. However, if you want to focus more on growing your firm than crafting the perfect words, hire a professional to do it for you. The investment will come back manifold in the end.