Build your LNC emotional marketing strategy and you will have more business than you can handle!
What is it?
Trust. Trust is what makes your audience feel good about hiring and paying for your services.
Ways to Build Your Emotional Marketing Strategy
Publish Relevant Content Regularly
Showing that you’re dependable will go far in developing trust with your attorney audience. If you publish blog posts, email newsletters, or other material regularly, it will show that you’re in this for the long term. Plus, this achieves placing you at an authority level and will increase their trust even more.
Surround sound marketing will be strong this year. Surround sound marketing, or using a combination of marketing tactics and platforms in concert to reach consumers wherever they are consuming information, is the next frontier of consumer engagement, where LNCs can be heard above the noise of channels and the media. However, it’s only successful when it comes through the channel a consumer expects, when they expect it, and with recommendations that will surprise and delight them.
Tell Both Sides of the Story
When you are providing examples for anything about your LNC services, telling the pros and cons is always a good way to get people to trust you. When you are able to be truthful about the drawbacks of your own services or those that you recommend, your attorney clients will trust you as the real deal.
Always Disclose Your Reviews and Opinion
If you review a book, product, service or anything else, it’s vital to tell the viewers the truth about any biases you may have. If you were given the item free to review, say so. If you were paid for your review, state it. Not only will this help people trust you better, it’s also the law. Never risk your reputation for a few, quick bucks.
Avoid Over-Pitching Services
When you revert to sales language in all your content, people get tired of it. They expect a sales tone when looking at a sales page, but not when reading a blog. Be very careful not to confuse the two. Yes, you want a call to action, but you also want to avoid turning away viable audience members.
Under Promise and Over Deliver
The danger of sales pages is overstating what the LNC service offers, or the problems you solve. Instead, ensure that you can deliver even more than they expected once they purchase. Why? Because you want them to hire you again and you want them to tell others about you. Word of mouth is the ultimate way to get the trust of others.
Show Your Face
People trust those whom they can see. Online can be more difficult, but if you post a picture of yourself and keep it updated, it will help them to trust you more. You know that one day you’ll meet them on Zoom. Your picture should reflect what you look like now.
Engage in Real-Time
Beware of too much automation when it comes to social media. You want to engage with others in real-time. This will further the trust that your audience is developing with you. They will feel important when you answer questions personally, and find ways to engage consistently.
The next best thing to real life is a video. Videos help show what you know as if you’re with the person live. You can do an event live on Facebook, then post the video later. This gives you the best of both worlds. Live engagement with the Facebook Live and recorded videos for others who missed it the first time around.
Developing trust is a process. It’s a long-term marketing strategy that will pay off again and again. When you get just one person to trust you, they will tell ten others, and those ten others will each tell ten more people. The trust will spread far and wide until the very mention of your business name will mean trust. Ok, maybe it won’t go that far, but you never know. Just be trustworthy at all times and you won’t need to worry about misleading people who trust with you.
Learn more about today’s marketing techniques by attending our next online conference. March 3 and 4, 2022 is our 2-day online conference designed to give you support, camaraderie, and knowledge. Get the details here at http://LNC.tips/March2022virtual.
Pat Iyer is president of The Pat Iyer Group, which develops resources to assist LNCs obtain more clients, make more money and achieve their business goals and dreams.
Pat’s related websites include the LNC business coaching services she offers through the continuing education provided on LNCEU.com, the podcasts broadcast at podcast.legalnursebusiness.com, and writing tips supplied at patiyer.com.
Get all of Pat’s content in one place by downloading the mobile app, Biz Edu at www.legalnursebusiness.com/expertedu. Watch videos, listen to podcasts, read blogs, watch online courses and training, and more.