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:

“THIS IS A LETTER FROM A LOVED ONE. IT TELLS YOU HOW MUCH THIS PERSON CARES ABOUT YOU AND ENDS WITH SOME KISSES.”

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.”

Why?

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!

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Tim Bishop

As the owner of a small to medium-sized law firm, I have found that Samson Consulting’s Marketing4Solicitors monthly newsletter has proved absolutely invaluable throughout the last three years or so. Of all the marketing advice I’ve had over the years, this has proved by far the best value – bringing us tens of thousand of pounds of extra work every year.

One of the best tricks Nick Jervis [who owns Samson Consulting] uses, is not only to identify the kind of marketing actions a small or medium-sized business can take themselves, but he also explains why it works and most importantly then takes you through, step-by-step exactly what you need to do. As someone who is passionate about growing my business, I really look forward to receiving Nick’s excellent newsletter every month.

It’s worth pointing out that initially I was sceptical about his promises – so many marketing businesses promise the earth. But within a couple of months I was absolutely convinced he was right and I have been hooked ever since.

I recommend Nick Jervis and Samson Consulting without any hesitation whatsoever.

Iain MacDonald

Excellent consultation very practical and straight forward planning, positively and optimistically reimagining a small law firms prospects.

Vinay Tanna

As a medium sized Law Firm we have been dealing with Nick for a good few years now – his assistance and support delivered in a friendly but professional way has been invaluable; added to this, coming from a legal background he has a firm understanding of what solicitors require.

At our initial meeting with Nick he advised on various marketing strategies including simple changes to our website that would enhance traffic to the site.

We are now working on a new marketing project and know, as always, we are in safe hands.

Claire Johnson

Nick is a fountain of knowledge, tried and tested personally. He has that rare gift of not making you feel daft for asking any question. After our consultation I felt far less like a rabbit in the headlights and far more empowered to climb the marketing mountain successfully.

Mark Shepherd

I have worked with Nick for many years. He is an excellent consultant and helps law firms and businesses attract the clients they are looking for. Highly recommend.