How Solicitors Can Easily Sell Lasting Powers Of Attorney

How Solicitors Can Easily Sell Lasting Powers Of AttorneyI want to talk to you about handwritten letters. Can you remember the last time you received a handwritten letter?

The excitement when you see that postmark showing where the letter is from and the handwriting of someone close to you.

I remember running to the door hoping to see a letter (when I knew one was coming) and beaming with excitement as you saw that lovely blue ink on the front of the envelope.

Now imagine if I saw that envelope, raced to rip it open and then the first thing I saw was a great big notice announcing the following:


That would be odd, wouldn’t it? It would ruin the intimacy of the communication completely. Cold water duly poured.

What is the connection to email marketing? Well, sadly hardly anyone sends letters nowadays, but we do tend to receive regular emails, the poorer value replacement for the letter.

The key thing is to remember that what we are trying to replicate with an email, as much as is possible when talking to clients and prospects, is that same intimacy that used to be created when we received a letter.

For this reason, your email marketing newsletter should not do the following:

  1. Be called a newsletter; or
  2. Have your logo at the top of it; or
  3. Start with an introduction such as “Welcome to the July edition of Smithers Jones newsletter.”


Because in an instant you have done two things if you do this:

  1. Told me that this is not a personal /intimate communication after all; and
  2. Told me that you are selling to me.

As soon as anyone sees your logo or the word newsletter, what they actually see is “BUY, BUY, BUY”.
What your email should do is start along the lines of the following:

“Dear Nick,

I wanted to write to you this week to ensure that you understand the importance to you and your loved ones of a document that has a rather dry legal name, but which can be an absolute lifesaver for your family.

You have probably heard about this document but may not quite understand its significance. It is called a Lasting Power of Attorney and its purpose is….”

This is much more like a personal letter and is FAR MORE likely to be read, particularly if you make the subject line something along the lines of “Important Information About Protecting Your Loved Ones.”

Who wouldn’t open that email if they have a family?

If you do offer Lasting Powers of Attorney services, you would be very wise to use those words or similar for a future email. I promise it will generate some business for you. Please just remember when it does to let me know. My joy in my business comes from the success that my law firm clients achieve!

To receive the complete email marketing blueprint for solicitors, in an easy to read PDF format, simply click the button below:

Email Marketing Blueprint For Solicitors – Click Here: >>

Case Study

From biggest fee earner to no fee earning whilst doubling turnover

I’d been looking for somebody to help me with marketing for a while, and I came across Nick on Google.

That was three years ago, and in that time it’s fair to say that he’s had a massive impact on my business, and my life as a result.

In the early days, my goal was simple and specific: increase the turnover of the business so that I could take more money out of the business.

I had an amount in mind, and I expected it to take years to get there, but when I achieved it in just six months, it began to dawn on me that this guy really knew what he was talking about.

As a result of that early success, and with Nick’s help, I realised that my expectations were too low, and what I could actually achieve, with the right thinking and guidance, was far beyond what I’d ever imagined.

What Nick saw – and what he made me see – was that my business had fantastic potential, but to realise that potential, things needed to change.

Even before Nick got involved, we were getting a decent volume of leads, but it was what was happening to the leads that was the problem.

We weren’t tracking them, there was no process in place and to top it all off, we didn’t have a clear pricing structure, which meant that we were nowhere near as profitable as we could be.

And that’s where Nick came into his own. He built us a bespoke lead generation and sales process, and the results were staggering.

We pretty much doubled our turnover, allowing me to build a four-person sales and marketing team that gets us more leads and more sales.

Of course, Nick’s Google Adwords expertise has been a key part of our growth, and today it’s a hugely profitable marketing pillar for us.

But regardless of the medias or mechanisms we’ve used to grow over the last three years, it’s been Nick’s rock solid marketing plan that underpins it all.

He’s stopped me trying this and that, and got me to focus on the things that’ll have the biggest impact on the business.

And I think there’s a lot more to come – we still haven’t implemented everything that Nick has given us to do, and when we do, I reckon we’ve got around another £250,000 of revenue per year to add to our figures.

And it’s not just the business that’s seen a transformation – it’s been a personal transformation too.

When Nick first got involved, I was the biggest fee earner, and consequently I was reluctant to stop getting involved in cases.

Nick eventually made me see that if I was serious about growing this business, that needed to change and as time has gone on I’ve taken on less and less work – now I don’t do any of it.

And I only wish I’d done it earlier, because the result has been me having more time to build the business, and spending time with the people that are important to me.

Not only that, but the business is stronger, because it’s much less dependent on me.

Nick was right about that one, as he has been about pretty much everything else – it pains me to say it, but it’s true!

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