Here are some magic statement principles that you should keep in mind when creating a magic statement:
- Must be true and authentic for you to say…you have to feel it yourself…can’t be something you don’t feel good about. You need to convey emotional energy with saying it. Three forms of communication… words, emotion and body language…most powerful if you have all three. Pass the B.S. test as it were. Passion.
- It’s OK to have more than one Magic Statement…in fact you should even in the same practice area…like a divorce lawyer would have one geared to men and one geared to women.
- Get very, very specific on the type of ideal client you are looking to attract with your Magic Statement.
- Magic statements evolve over time…you find what works better by practice and feedback…test them and then see if they need changing or not.
- Speak to “What can you do for me” when asked “What do you do” – WIIFM or what’s in it for me. What motivates your client to hire an attorney? What are their biggest worries that you could potentially solve for them? Better still what is the one worry that is their most immediate concern and speak that one.
- Often their biggest fear or need is time/money or reputation related so how can you work that into what you say….state the benefit to the listener in what you say.
- They really don’t want a lawyer…they want someone to fix the problem using the “easy button” like Staples TV ads or Merlin waving the magic wand.
- Hiring a lawyer is an emotional decision not a rational decision….people buy people first then they buy products or services.
- Watch this video as it might inspire you a bit in including some of the passion in the magic statement.
Tips to Craft a Successful “Magic Statement”
- Identify who you are helping and what you are helping them do.
- Target your ideal audience and craft your Magic Statement to appeal to the “A client” you want to represent.
- Use language your client will understand.
- Don’t be long winded – be to the point.
- Make it memorable.
- Make it unique.
- Ask yourself if the Magic Statement may encourage the wrong type of clients and think about how you could be more specific to exclude those you don’t want.
- Short and sweet – think elevator speech.
- Use Magic Statement to invite further conversation.
- Speak with your own “voice”. What works for one, may not be right for you.
- Play with multiple versions with different adjectives, verbs, adverbs, etc.
- Find a Magic Statement that makes you smile each time you say it. (It should show that you enjoy doing what you do!)
- “I help . . .”
- “I protect . . .”
- “I defend . . .”
- “I fight for . . .”
- “I represent . . .”
- Edit, Edit, Edit, Refine, Refine, Refine, Boil it Down, Boil it Down, Boil it Down.
Please provide us with your Magic Statement!