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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Case Study

I’d always had a retirement date in mind, but before I started working with Nick, I didn’t imagine there was any chance that I’d achieve it

Whether you’re a sole practitioner or a large firm, you’ll get huge value from working with Nick, of that I have no doubt.

It was five years ago that I first came across Nick Jervis, and my only regret is that I didn’t start working with him earlier.

I was a sole practitioner, and for years I’d been advertising in the Yellow Pages and getting decent results.

But as time went on, the response diminished, I was struggling to get as many clients as I needed, and to top it all off, the Yellow Pages still kept pushing the price up.

Eventually, enough was enough – something had to change, otherwise my business was going to be in trouble.

I’d been aware of this guy, Nick Jervis, for a while, and as far as I could tell he was pulling up trees in the solicitor industry with new, sophisticated marketing.

But something had held me back – maybe it was a fear of the new or the unknown.

Whatever it was, I eventually overcame it, hopped on a train to Nailsea, and spent an enthralling day with Nick, where he explained exactly where I was going wrong, and what he’d be doing to fix it.

He certainly wasn’t all talk either, because he went about fixing it with quite some speed.

He got to work constructing a website that would actually convert clients, and then focused on getting me to the top of Google Adwords.

And once he’d done that, the response was spectacular – a few months earlier I’d been scratching around for leads, and now I was getting 3-4 qualified Probate or conveyancing leads direct to my email inbox every single day.

As a result, the turnover increased considerably, and with more breathing space, Nick and I were able to get everything working smoothly.

I was getting more leads, gaining more instructions and making more money than I ever had before.

I’d always had a retirement date in mind, but before I started working with Nick, I didn’t imagine there was any chance that I’d achieve it – the income just wasn’t there.

But with Nick’s help, things changed quickly and significantly, to the point where I was able to reach my retirement date – I’d been at it for 42 years and I decided enough was enough!

Thanks to Nick, I stopped doing Probate and conveyancing, and stepped into semi-retirement as a notary public, which gives me just enough to do to ensure I’m out from beneath my partner’s feet – needless to say, Nick still helps me get work via Google Adwords.

I can’t overstate this enough – Nick changed my life, and for that I will always be grateful. Where I was struggling, Nick stepped in, transformed things and ensured I met my personal and professional goals.

Whether you’re a sole practitioner or a large firm, you’ll get huge value from working with Nick, of that I have no doubt.