I have been amazed this past couple of weeks at the power of emotion in advertising. This applies to both companies and individual who are advertising themselves.
I put out an ad this week that said "Enjoy Peace of Mind for the Holidays" - it was an ad for a discounted last will & testament. Our phones have been ringing off the hook. I would like to say it was because of the discount, but I've tried that tool before. I am convinced it is the hook line at the beginning of the ad.
Something to think about for you budding and existing lawyers as you strive to promote yourself as a lawyer. Emotion sells. Good service keeps the customer. You might even want to consider this thought when preparing your resumes and cover letters for upcoming summer and articling positions. A great first line or title goes really far.
I'll have to think long and hard about how to inspire the proper balance of fear of mortality and familial love, when applying for summer positions: "Hire me ... it could be the last decision you ever make!"
ReplyDelete