How A Lawyer Can Help You Sell More Stuff

Have you ever won in court?

Then you know how to write an argument.

An argument is a defense… it’s a case you make.

When you hire a lawyer, they assemble your case for you.

Their job is to prove to the judge/jury that you are innocent.

In marketing, you can use the same method a lawyer would use… to make a case about why your prospect should buy your product.

It speaks to their logical mind, more than their emotional mind.

It contains emotion, but it’s mostly about the facts.

If you were selling a computer and you hired a lawyer to write the argument, part of it could go something like this:

This computer never needs troubleshooting. We spent over $30,000,000 on research & development… and another $20,000,000 on the best engineers & programmers to design artificial intelligence that sniffs out problems way before they happen. And then it pulls the right tool out of our database to make the repair. This computer will never fail you. You will never have to fix anything, ever, period.

An argument overcomes a misbelief.

If you have used computers, you know that they have problems… which is why Geek Squad exists.

So we believe that.

We all agree that computers have problems.

But if your product fixed the problem of computers needing updates, drivers, slow speed, etc then you would have to tell me why & how.

I am not going to believe you just because you say it.

That is too hard to believe. You have to make a compelling argument for me to change my mind.

My experience has been that every single computer I have ever owned, has problems.

To think that my next computer will never have a single problem sounds too good to be true.

But if you told me that you spent $50,000,000 to fix this problem, you would have my attention.

But that may or may not be enough of an argument.

I would have some other concerns:

  • Will artificial intelligence steal my data?
  • Are there any additional costs?
  • Maybe I should wait because pioneers get shot & settlers prosper

A good lawyer would spend time thinking about all of the objections… all of the laws… all of the points the defense team is likely to make… and then build a complete & compelling argument.

So what you are doing is overcoming objections & false beliefs, which YOU create. They are not going to believe you just because you say it. You make a claim that is hard to believe, so you have to prove it.

If you brush this off, you will get good engagement, but they won’t buy.

You used something good to get them to this point, usually because you got them emotionally invested, but now you have to get them logically invested.

They have to like AND trust you.

They like you because you made them laugh, told them a good story or did something in the lead that got them emotionally invested.

Your argument makes them trust you.

Thanks for reading, I hope you put this to good use. Whatever you do, don’t let it distract you. There are many good ways to achieve your goal, but only 1 best way.

Think of it like a bridge. If you had to build a bridge to get you from where you are at, to where you want to be, what would it look like, how much money would it cost, what material would you use?

This should help you decide…

Imagine the Grand Canyon. You are on one side of the canyon and your pot of gold is on the other side of the canyon. Maybe you want financial freedom, maybe you want to enjoy your work, maybe you are trying to raise money for a cause, whatever your goal is, the only way to get it is by building a bridge.

The problem is, we live in a day & age where opportunities are everywhere. It's hard to decide which one is best. And when we do, another opportunity comes around & distracts us from the project we are currently working on.

This results in a dozen half-built bridges.

Imagine if you had poured all those resources into one single bridge.

The way out of this trap is to pick one bridge... and only one bridge. Maybe it's Facebook advertising, maybe it's copywriting, maybe it's email marketing... it could be any single bridge.

The most important factor in making your decision is determining which bridge is going to be the best way to get your pot of gold.

Here is why this is so important....

Once you finish 1 bridge, you not only get your pot of gold, but you also create an income stream that will provide you with the money, time & energy to build another bridge.

Now you can hire people to build your 2nd bridge & your 3rd bridge & so on. Here is the problem...

There are hundreds, even thousands of bridges you COULD build.

This leads to analysis paralysis. You can't decide which bridge is the best bridge, so you go back to what you were working on & stay stuck.

That is exactly why I wrote a quiz for you. I want you to get clarity around which bridge to build first. All you do is answer a dozen questions & a couple minutes from now, you will have clarity.

Click here to see the quiz.