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Using Emotion to Sell Your Legal Services

by Feb 18, 2019Growing Law Practice, Law Firm Marketing

It is a proven fact that many people rely on their emotions when making a decision rather than just pure logic.

While this may seem counterintuitive, it makes sense if you think about it. The bigger the decision, the more emotional it becomes.

So, when it comes to selling your services, even those for a law firm, it is important to ask questions that will create an emotional response in the person you are talking to.

Oddly enough, to do this you need to plant seeds of doubt in a person so that you take the position of the skillful and trustworthy professional. This will enable you to better sell your services.

 To fine-tune these skills here are 4 tips to get you started:

Tip #1: Your question should follow up with a personal story

If you share a story about how you handled a similar situation to the one they are facing, your potential clients will be more apt to view you as a trusted advisor.

Tip #2: Ask questions that relate to the story you shared

Sharing a similar story to your client will set the stage for them to ask additional questions. If done as more of a casual conversation, these questions will seem both helpful and natural which will spur positive emotions in your potential client.

Tip #3: Ask questions in a conversational manner

You need to be an excellent conversationalist. This means asking good questions as well as being a good listener. Attorneys are good at talking, but you need to be certain that you don’t come across condescending to your potential clients.

Tip #4: Practice, practice, practice

Your personal stories that you share must be short and to the point. You should also have more than one story to share. You can include stories about you, your family members, friends, or colleagues, just be sure that you are being conversational and emotional.

In Conclusion

Ultimately, you are selling your services and the end goal is a new client. However, you can achieve this naturally by taking the above steps and reaching out to your clients on a personal level that will strike an emotional cord in them.

At Bambiz, we work with elder law and estate planning firms and have extensive experience in developing social media marketing strategies unique to your firm, location, and potential client base.

To learn more about how we can help grow your business using online marketing, schedule a free 15-minute call with us



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Jim Blake

Jim Blake

Founder/CEO Bambiz

Jim’s mission with Bambiz is to help Elder Law and Estate Planning attorneys get more clients and grow their business.  He was awarded the Tampa Bay Business Journal Top Up and Comer Under 30 and is a Certified Digital Marketer.  Jim is also passionate about running and fitness, having completed over 26 full marathons in three continents.