Wednesday, September 16, 2009

Combating the Guilt

Once again, on the subject of motivating potential clients to take action, you must take into consideration the obstacles that prevent them from taking action and how you can remove those obstacles.

Those with the strongest, most deserving cases are often the very people who will not take action out of a sense of guilt. It is unfair, but it makes sense. An opportunist, looking to make a quick buck, will come to you with anything they think they might be able to sue for; or even make something up.

The clients you want have a good case and will be honest with you about the circumstances involved. But potential clients with a conscience may be easily swayed by the propaganda that says litigation is hurting society in general. Right now we hear this a lot with the health care debate and passions are running high.

Medical malpractice is a leading cause of death, yet only a tiny percentage of victims take legal action. These victims need to be reminded and reassured that by suing they do not cause harm and that failing to take action is what allows the wrongdoing and death to continue. You have to turn around the thought that suing would be selfish and show them how it serves the greater good.

For individuals, choosing to initiate a lawsuit is a big decision. Letting your potential clients know you are there for them and how they can benefit from your services is just the first step. Chipping away at the barriers between fantasizing and taking real action is necessary if you want to bring them in. Our legal advertising strategies can help you do that.

posted by Harlan Schillinger at 8:04 PM

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