Do Something! Take the Test – Is Your Message Clear?
When someone asks you, “What do you do?” what is your response? Are you sure that you’re being understood?
I went through law school and I’ve been practicing law for 15 years, and yet many times when lawyers introduce themselves or tell me what they do, I have no idea what they’re talking about. I can only imagine what others who don’t have any legal background or experience at all think when they talk to lawyers about what they do.
Too often, lawyers get used to using the technical terms and legal jargon associated with their practice area and automatically use that language when they talk about what they do. While this may work with other lawyers that practice in their area, it may not work with your target market(s) – including potential clients and referral sources, and even your existing clients.
As a lawyer, you need to speak the language of your target audience. If your existing clients can’t understand you, it will have a negative effect on your relationship. Don’t assume that if a client doesn’t tell you they can’t understand what you’re telling them, it means that they understood (yes, I’m aware of the multiple negatives in that sentence). People don’t want to seem stupid or unintelligent, so they may not admit that they aren’t following what you’re saying.
If potential clients or referral sources can’t understand you, they’ll never be able to identify whether they (or others within their circle of influence) can use your services. Bottom line? If your audience can’t understand you, you’re losing business. It’s that simple. You want to make sure that your message conveys what you do, who you do it for, and the value that you provide in a way that allows those that need your services to identify themselves immediately.
To test whether your message is understandable, practice with people that you know aren’t intimately familiar with what you do every day. Give your introduction to laypeople such as your parents, grandparents, children and/or friends. After you’ve given it, ask them to explain to you, in their own words, what you do. You’ll get a good idea of whether you’re being clear – and perhaps even get some ideas about how you can improve your message.
Finally, listen to your clients. How do they talk about the problems you solve for them? What words do they use to describe the services you provide? Knowing how your clients describe their problems and needs will help you to create a message that speaks their language.
Need help creating a message that speaks to your target audience? Check out the audio series, “How to Grow Your Law Practice on a Shoestring Budget“, with segments on identifying your ideal clients and creating marketing messages tailored to those ideal clients.