How does that old lawyer joke go?<\/p>\n
“How do you know a lawyer is lying?”<\/em><\/p>\n Answer:<\/p>\n “His lips are moving…”<\/em><\/p>\n Okay, okay… I know, dorky joke.<\/p>\n Actually, I have nothing against lawyers. You can even learn a LOT about selling from them. In fact, recently I heard a law ad that’s SO good I took notes<\/em>.<\/p>\n Here’s what happened:<\/p>\n I was in the car and this voice on the radio starts telling the story of a real life court case.<\/p>\n It was a fascinating story, too. <\/p>\n About something that could happen to anyone<\/em>.<\/p>\n Anyway, the ad was in two parts:<\/p>\n The first part described the facts of the case and ended with, “when we return we’ll see how the court ruled.”<\/em><\/strong> Then, after a brief ad (for another business), part 2 came on. This time the lawyer cites what happened, followed by a call to action telling you how to contact him if you ever need a lawyer.<\/p>\n Why was I so impressed with this ad? <\/p>\n Well, let’s look at the facts of the case:<\/p>\n 1. No Blatant Pitch<\/strong><\/p>\n It started with a story ANYONE can relate to (some leech sued someone they’d never met — out of the blue).<\/p>\n Which was an excellent attention grabber.<\/p>\n 2. Use Of The “Cliffhanger”<\/strong><\/p>\n Cliffhangers are MEGA powerful.<\/p>\n Think of all those high rated TV dramas. Almost ALL of them leave you on a cliff hanger — making it impossible not to come back next week.<\/p>\n 3. Attention Span Friendly<\/strong><\/p>\n It was not one long commercial that wore out your mind. This baby was a two parter<\/em> — making it super easy to digest and super hard to touch that dial and leave.<\/p>\n 4. Strutted His Stuff<\/strong><\/p>\n Demonstration is one of the BEST ways to prove something. <\/p>\n Plus, by explaining everything in “plain English” (in a STORY), the lawyer came off as warm, inviting and friendly. Kinda like someone you’d hang out with. And NOT some shark who milks money from misery.<\/p>\n 5. Call To Action<\/strong><\/p>\n Finally, there was no confusion as to what he wanted you to do — which was to call his office for an appointment.<\/p>\n Anyway, the only “flaw” I could find was not having an offer (a “carrot” to call NOW). Otherwise it was a near-perfect ad that (from what I hear) is working like gangbusters for him.<\/p>\n Pretty good stuff, eh?<\/p>\n And it proves “beyond a shadow of a doubt” selling doesn’t have to be hard or stressful.<\/strong><\/p>\n In fact, with a few simple strategies, it’s pretty easy<\/em>.<\/p>\n Ben Settle<\/p>\n P.S.<\/strong> Want an even BETTER and EASIER way to sell I learned (also) from a lawyer? <\/p>\n A way much faster (and cheaper) than the strategy above, that has people almost begging<\/em> to hire you without talking to you or even seeing your ads?<\/p>\n Then check out page 37 of The Copywriting Grab Bag<\/strong>:<\/p>\n <\/p>\n