Seeking advice on sales copy targeting attorneys
In my opinion, my client is being overly critical about my tone on the basis that "they're attorneys -- they're conservative". Cool, I agree. I've researched my target. Done my due diligence. We all know attorneys are factual in nature. To the point. Not generally responsive to hyperbole.
Problem is, he doesn't even want me using metaphors such as the following (on the topic of SEO):
"If you want to do battle at the 'Online O.K. Corral', there's really only two ways to go about it..."
And he blew a gasket over this one:
"And the best part? Blowing past your competitors on an upward-bound journey through Google-land -- where you get to set up shop as the new mayor."
(ranting) I mean, really? That's too over the top? (/ranting)
The letter is otherwise void of colorful copy (per his request).
Generally speaking, do you have a different approach for attorneys than for any other targets? Any advice you can offer?
Also, I'll head off any comments along the lines of, "You're the expert... take control of your client, etc." by saying that, 1) Although a decent writer, I'm really a newb, and 2) My client knows it because he's a good friend. Therefore, I don't have the same positioning with him as I would with someone else.
So beyond the topic of client relations and tensions, I'm really interested in any advice you might have for targeting attorneys.
I mean, they are humans. We all share the similar psychological makeup.
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