I recently read a post which referenced Ken Robbins. Ken runs Response Mine Interactive and was quoted as saying “There are only three things people are interested in paying money for — Love, Weight Loss and Getting Rich.”

He was simplifying things quite a bit but his point was a good one — that humans function in very basic, very instinctive ways.  According to Jamie Turner, in-demand keynote speaker at events, trade shows and corporations around the globe when marketing your Legal Nurse Consulting practice, if you can tap into those instincts, you can snag more clients.

How can you tap into human instincts and get more clients?

It’s simple, really. Actually, it’s not all that simple. But it’s not that hard, either.

The starting point is to understand what motivates people. And we (I) have talked about this many times and some version of this mantra is in each of my books. When it’s all said and done, there aren’t all that many emotional triggers for humans.

Here’s a list of the dozen important emotional triggers for humans. If you can wrap your Legal Nurse Consulting services around an APPROPRIATE one (or more) of these, you’ll have unlocked the secret to successful LNC marketing.

Here they are. Again, not all of them are appropriate for LNC marketing, but they all are part of the reasons that humans buy things.

•    Sex
•    Greed
•    Flattery
•    Fear
•    Self-improvement
•    Love
•    Better health
•    Weight loss
•    Longevity
•    Exclusivity
•    Fame
•    Uncertainty

Using them in your practice

How can you use these for your own LNC practice marketing purposes? Here are a few concept ideas I’ve written around the ones I feel your potential clients could connect with. I have “X”-ed out the ones I do not think are useful in LNC marketing. Understand, you SHOULD NOT print these ideas word for word. Rather, when you are writing your marketing materials keep in mind that the language you use and the overall feel should evoke the concept.

•    Sex
•    Greed: “How to make more money in your case settlements by using a LNC”
•    Flattery: “Really successful attorneys use LNC services all of the time”
•    Fear: “You may not be using an LNC but is your opponent?”
•    Self-improvement: “Work better, faster and increase your own revenues by using a LNC”
•    Love
•    Better health
•    Weight loss
•    Longevity: “5 things LNCs can do to help lawyers stay in business”
•    Exclusivity: “Not every attorney can afford an LNC on staff but you can look like you do’”
•    Fame
•    Uncertainty: “If you not sure of your case’s weaknesses, ask a LNC”

The key with all of these is to pick one or two of them (please do not try to put them all into one marketing piece) and wrap your current marketing campaign around them.  The more you begin to market your LNC practice, the more you will see how marketing is all around you every day and how using similar techniques can help you build a remarkable practice.

For more on building a remarkable Legal Nurse Consulting or Life Care Planning practice, subscribe to the RSS Feed for the Blog and my Email Newsletter. Follow us on Twitter, join our LNC/LCP Group on LinkedIn, or friend us on Facebook. We also offer one on one practice coaching as well as amazing LNC/LCP marketing materials, website design and social media page designs. Email us or call me at (317) 426-1170.

Tags: client buying, emotional marketing, emotional triggers, Jamie Turner, Ken Robbins

This entry was posted on July 19, 2011 at 2:27 pm. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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