You send marketing letters to attorneys. You wonder if you are using best practices to reach your attorney audience. Here are 9 copywriting tips for legal nurse consultants.
1. Your marketing letter is your marketing person. It is critical that you have a well written persuasive sales letter or you will not be able to sell your service.
2. Excellent marketing letters incorporate 3 P’s: professional, persuasive and personal. These 3 points will help you write good copy that sells. When you keep your copy professional it will increase your credibility. Including persuasion techniques helps to create a desire to buy. Being personal will build rapport and develop a good relationship with your attorney reader.
3. It is effective to start a marketing letter with 3 questions. Marketers use this copywriting tip because it works to get your reader involved in your message right from the beginning. It is a way to make quick contact, and begin building a relationship with your reader. When you do this you will be able to increase sales conversions.
4. Examples of 3 questions you can ask an attorney in a marketing letter:
Do you have a pile of medical records in your office that you have no time to go through?
Are you feeling pressured because you are afraid those records have critical information?
Would you appreciate having a brief summary of the critical information in those medical records, without having to write it yourself?
5. It is important to have a thorough knowledge of your potential buyer and know how to get inside the attorneys’ mind, like I did with the 3 questions. When you do this you will uncover their hot buttons and are able to make your copy more effective; you will get more cases and increase your profits.
6. Your USP (unique selling point) is your unique selling point. This is what allows your legal nurse consulting service to stand out from your competitors and persuades your potential customer to buy exclusively from you. This is one of the important copywriting tips that guides you in stating this clearly and simply. Is your unique selling point your varied nursing background, your understanding of cost projections, or the way you stay in close contact with clients? Or something else?
7. One of the most commonly overlooked copywriting tips is to confuse features with benefits. I see legal nurse consultants falling victim to this all of the time. Features address how your services are delivered: screen medical malpractice cases for merit, locate expert witnesses, or summarize medical records. Benefits will tell the reader how your product will help them. This is what your reader wants to know “So what’s in it for me?’ Benefits answer this important question; features do not.
8. Your call to action is the pinnacle of your marketing letter. It should be clear, simple and direct. You are done persuading and are now ready to ask them to buy. The reader should have no doubts about what to do and how to purchase. Short simple words like call us today about your case is a great call to action.
9. Postscripts are an important part of your marketing letter. The reader often looks at these first. They are important to remind the attorney of an important benefit.
Example:
P.S. Don’t continue to pull out your hair over medical records. Let us help.
When you incorporate these copywriting tips your marketing letters will be more professional, persuasive and personal. Get more tips about copywriting by listening to Gerry Lantz chat with Pat Iyer in Legal Nurse Podcast How to Use Stories in Your LNC Practice, at this link.