7 Ways Law Firms Can Eliminate Doubt in Their Marketing Copy When Prospects Read Their Marketing

Editor’s Note: This article on “marketing copy” was part of an edition of the Insiders’ Journal magazine, one of numerous member benefits for those who join PILMMA. If you are interested in joining the only marketing and management firm exclusively for personal injury and disability attorneys, try PILMMA today!

Your prospects become suspicious the instant they start reading your marketing materials.

The reaction is only natural. After all, when you’re a prospect and you’re asked to take action on an offer, your internal skeptic alarm goes off, too. Right?

So, you realize you only have a few seconds to reverse your prospects’ thought process and get them on your side. The challenge is figuring out how to complete this transformation.

Seven quick ways to eliminate your prospects’ doubt when they read your marketing copy:

  1. Address doubts immediately. The longer you let suspicions linger, the more you risk your prospects going to another marketing piece that better addresses their concerns. When you deal with objectives, you become someone who helps rather than sells. (What’s the best way to ‘sell’ your law firm? SOCIAL PROOF. Check out the part of this post on Client Testimonial Videos.)
  2. Add personality. Your copy isn’t just words on a page. If you want interaction, you must view the words you write as a friendly conversation. Prove to your prospects why you’re just like them and you’ll gain credibility.
  3. Write the way your prospects talk. When you “speak” their language, you quickly establish a level of trust. Long words and jargon can create confusion and, in some cases, a sense of inadequacy.
  4. Support your claims with proof. Testimonials, statistics and case studies go a long way in reducing doubt. Your prospects want to know people just like them were successful using your product or service.
  5. Encourage involvement. Ask for opinions or responses to questions. Give prospects a checklist to help determine desires. You can even lead them to audio, video or photos to engage their senses.
  6. Give an escape route. This means making your offer risk-free. A guarantee or trial period shows confidence in what you offer and allows prospects to test your product or service on their own terms.
  7. Deliver value. When you give freely, your prospects will feel more inclined to return the favor. There’s no substitute for making them feel like you truly care about their needs.

Keep in mind, regardless of how well you write your marketing copy, you’ll never get prospects to do anything they don’t want to do. All you can do is capitalize on an unfilled need or desire.


A direct-response copywriter and marketing strategist, Tom Trush uses written works to multiply the returns attorneys see from their marketing investments. How? By fixing failed campaigns while identifying important and overlooked opportunities in various platforms such as direct mail, email, print ads and website content. He is the author of three marketing books, including his most recent, Escape the Expected: The Secret Psychology of Selling to Today’s Skeptical Consumers, which shares simple marketing strategies for turning trust into a competitive advantage.