Are you familiar with the Jedi Masters from Star Wars?
In Phantom Menace, Mace Windu famously said that 9-year-old Anakin Skywalker was too “old” to become a Jedi.
Why? There are several reasons. But the biggest one is this:
The Jedi need to indoctrinate young apprentices’ minds before they attach to specific leaders. They need to inoculate them against the non-Jedi ways of looking at the world which they’ll eventually encounter.
How is this related to the legal world? Well, yesterday, we were talking about “price-shopping” vs. “question” keywords.
As we discussed, potentials type “price-shopping” keywords, like “St. Louis divorce attorneys” into Google when they’re comparing several attorneys side-by-side to see who can offer them the best deal.
On the other hand, potentials type “question” keywords, like “Missouri divorce will I get custody of the kids?”, when they haven’t yet decided to look for an attorney and don’t fully understand their case.
This is when you want to show up on Google.
Like the Jedi, you gain an advantage when you interact with clients near the beginning of their buying cycle.
When their minds haven’t yet been filled with YouTube and blog rubbish, and they haven’t become attached to erroneous notions that could work against you. In other words, they haven’t bought the lie that a bargain-basement attorney can deliver the same caliber legal services as a premium attorney.
They don’t yet realize how the legal world works, or the vast differences between several attorney’s skills and the levels of value you can offer over your competitors.
That means you have a critical window of opportunity to indoctrinate them in your way of looking at their case before they turn to the “dark side”.
If you can help them understand everything they have to lose if they foolishly try to “save money” by hiring a cheap attorney – if you can help them see how you can prepare a stronger case than some junior fresh out of law school – then you have a much better chance of signing them before they ever talk to another attorney.
This is another reason why our “done-for-you” marketing service is laser-focused around getting our clients ranked for hundreds of different “question” keywords – rather than “price-shopping” keywords.
The Force is strong with our “done-for-you” marketing service.
You can discover more about how we can help you rank for “question” keywords by simply replying to this email.
Also, I encourage you to request a copy of my Secrets of Attorney Marketing book. It’s like the “Jedi Manual” of solo attorney and small legal firm marketing protocols.
Request your complimentary copy over here:
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