Law firms who do not focus on explain how you help resolve prospective clients' pain have little chance of success. In the tremendously competitive business environment in which you work, no attorney can afford to ignore the importance of this critically important component of law firm marketing.

Before you can use proven legal marketing strategies to resolve the prospects' pain, you must first be able to identify and clearly understand precisely what their pain consists of. Following is a partial list of some common problems your clients may be dealing with:

If your client has been forced to downsize their company, their point of pain may be:

How to protect their company from collectors

Concerns of maintaining credit lines with vendors

Avoiding employee discrimination lawsuits, etc.

If your client wants to license their Intellectual Property to a global market, their point of pain may be:

Protecting their IP from international competitors in various countries

Licensing their intellectual property strategies to large companies

Maximizing revenues from their IP

A client who is getting ready to file for divorce may experience these points of pain:

Trying to minimize negative impact of divorce on their children

Concern about financial issues

How to best handle child custody

Once you have incorporated what you have learned about marketing for lawyers to uncover points of pain, your next step will be to clearly relay how you and your services will go about resolving their pain. Ask yourself the following questions:

What services do you offer that touches and resolves their pain?

What types of things are they trying to accomplish but aren't because they need something you have like, education, information, expert legal marketing advice?

What can you do to make them realize that you not only understand their pain, but you can help to resolve their pain?

To ensure your law firm's marketing efforts are not in vain, you might want to keep a list of common points of pain near your office telephone. When a prospect calls, you can refer to your list and use it to direct the conversation.

Strategic business development

Advice on protecting their intellectual property

Formulizing contracts and leads instead of doing business on a handshake

Getting better results with fewer resources

Whatever their points of pain are, it is the responsibility of the attorney to help their clients find speedy and effective solutions. Once you and your firm are viewed as trusted advisors, you are on your way to creating a life-long client.

Your Comments Are Appreciated