Motivation is the difference between all of the possible clients you could ever have and all of the clients who actually contact you. Too many marketing strategies focus on the firm or attorney and not the client and the client’s needs. To be truly effective in your marketing you must determine your client’s unmet need, understand why they are there, then motivate them to take action with your firm.
Lets review the basic concepts of motivation so you can reconsider your message, tag line or approach with your clients. There are four basic drivers of motivation: affiliation, power or achievement, uniqueness, and self esteem. While this may seen elementary, consider the various definitions and completely different tactics you would use to support different motivation.