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Three Magic Words
To be successful in generating new business and attracting new clients, it is essential to speak the language of your target clients. Furthermore, lawyers should actually use the words that clients want to hear.
It's true that there are “magic words” you should use in your marketing and business development initiatives. Like speaking the language of a native in a foreign land, your message will suddenly resonate with the people you're trying to reach. No translation will be necessary. You'll have cut through the clutter.
You can tell when the magic words are missing. As the following law firm slogans show, the enchantment is not there: 1) Building Solutions. 2) Aligned for Excellence. 3) Our Independence Makes the Difference.
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