Convert Believers! The Psychology of Personal Injury Marketing & Sales

The key to persuading more perspective clients is using the right message in your marketing. It’s your message and delivery that will convert a viewer to a believer. The viewers are simply window shopping but the believers are the ones who will spend money with you!  To get your message and delivery right, you’ll need to understand several psychological triggers of your personal injury client.

To help you write effective copy for your website, printed material, or just enhance your conversations with your client over the phone or in person you should utilize language and techniques that pull at the customer’s heart strings.

Here are five things you can do to convert viewers to believers:

1. Listen to the pain, but focus on the pleasure

First, listen carefully to your client’s issue. Acknowledge. Repeat what you’ve heard. Empathize.  Proceed to tell them how you will take care of them, how you will help make things right. You’re like Mom to a sick child! In your personal injury case, you can’t promise to take away the physical pain but you can address their psychological pain by making the manufacturer pay for what they did to your client. Or the drunk driver who gave them a severe spinal injury. It’s you and your client verses them. Justice is a nice cash settlement and the pleasure your client is seeking. Once they “believe” you’re the one that can deliver this pleasure, you’ll be all set to get the retainer and collect your fees.

• Stress the fear of losing out.

Many times a client wants a free consultation to give them insight so they can negotiate a settlement on their own or go somewhere else. Yet because people are wired to equate losing something we have is being worse than missing out on something, be sure to frame your approach so that the accident victim thinks they might lose out on a bigger settlement by trying to negotiate on their own because of your knowledge on how insurance companies handle claims and how they can take advantage a person’s lack of knowledge and experience with the law. They need a lawyer. They need you!

• Use stories!

Since the dawn of time people are wired to enjoy good stories. Use a personal story to allow the client to feel or imagine the same pleasure relief as the person(s) at the center of your story. A good story and told well will increase the dopamine level in your client’s brain. You can use this power as a means to foreshadow (without promising) the pleasure they will receive if they use your service and you win the case or achieve a large settlement for them, just like the person from your story.

• Use scarcity and urgency.

Every retailer does it so why not you? Stress there’s a limited time to receive X benefits from acting now over waiting.  The sooner they get started with you, the faster you can achieve their reward! Use things like “if you don’t file your claim by X, you might miss out on the opportunity”. “We’re offering a free seminar on this topic on Saturday. Only 100 seats, first come, first serve, and it’s almost full. Again, it’s the feeling of missing out on something that makes people act. Us this and your conversion rates will skyrocket!

• Social Media is Word of Mouth

Before the Internet, everyone used to toss out “word of mouth” marketing. Now’s it’s “social media”. You’ve got to know this and be exceptional at it! By nature, we’re wired to follow the crowd. If a friend, neighbor, maybe 100’s of others who we don’t even know, are doing something, we want try it too. We don’t want to miss out.  Use social media to share reviews and testimonials. The more convincing your social footprint, the more powerful your message. Do this right and you’ll have clients pounding down the door to give you more business.

Try to utilize a few of these tips and you should see more business and improved conversion rates for your law firm. Contact CaseClients today to get high quality, validated direct sourced leads for your firm.