Marketing Letters: Are You Focusing on Your Prospect?
Many legal nurse consultants send marketing letters to attorneys. Here is a typical letter:
Dear ________,
We would like to thank you for your ongoing confidence in our services. We appreciate your business and look forward to continuing our relationship with you.
How can we help you now? Do you have cases that you would love to move forward and clear off your desk? We would be happy to help make that happen! We can organize and summarize the records for you, identify missing records, and locate experts. We can also develop detailed chronologies and timelines and perform literature searches. If complex medical procedures and terminology are slowing you down, let us help with clear explanations and exhibits.
We enjoy working with you and anticipate the opportunity to assist you soon on future cases.
Enjoy your day!
This letter is not bad, but it could be improved upon. If you look at the sentence structure in this marketing letter, you see a lot of sentences start with “We”. Here is the issue. Your client or prospect cares far more about his or her immediate needs and the benefits obtained from your services, than about what you have to offer.
By making a simple revision, your marketing letter will speak to the client’s needs and the benefits you provide. Don’t assume that the person reading the letter will understand the benefits. The revision below spells them out in more detail. The formula is “lead with benefits, follow with services”. Start the letter focusing on benefits and then add details of services.
Dear ________,
We would like to thank you for your ongoing confidence in our services. We appreciate your business and look forward to continuing our relationship with you.
How can we help you now? Do you have cases that you need to move forward and clear off your desk? We would be happy to help make that happen!
- Do you need medical records organized and summarized so you can get a clear picture of the plaintiff’s injuries and quickly locate information?
- Do you need to know what records are missing so that you won’t be caught by surprise?
- Do you have a case with a plaintiff who was in more than one accident and you need to know which injuries relate to the accident you are defending?
- Do you need well qualified expert witnesses?
- Do you need detailed chronologies and timelines or literature searches so you have a clearer understanding of the details and type of care rendered?
If complex medical procedures and terminology are slowing you down, let us help with clear explanations and exhibits. We enjoy working with you and anticipate the opportunity to assist you soon on future cases.
Best wishes,
Do you see how to refocus your marketing letter? Pay attention to and talk to the needs of the prospect.
Pat Iyer MSN RN LNCC is president of The Pat Iyer Group. Her webinar, “Cash Copy”, goes into more detail about how to write powerful marketing material for attorneys. Invest in the on demand digital download here.