Whether proposing, writing an executive summary, presenting, pitching, or simply trying to persuade a prospective client to entrust you with their work, you will present a much more compelling argument if you make it “client-centric” rather than “your firm-centric”.
Make the client the subject.
Rather than boasting about what you do, and rather than talking about your firm, try to frame your message to make the client or prospective client the subject in relation to your firm.
Turning it into client-centric communication.
Rather than writing about yourself in terms of “we have twenty lawyers …” try the more effective approach of “you, client x, will have access to a team of twenty experienced lawyers, each of whom knows your industry”.
Rather than saying “our legal team will be headed by Kim Smith” it’s better to say “the client x legal team will be led by Kim Smith” or “your legal service team will be led by …”.
Imbue your pitch with benefits.
Better than simply claiming “we have great expertise” say “you will benefit from our expertise in these ways…”.
Show your commitment and what you promise.
Rather than the general claim that “we keep up-to-date with all developments in the field” it’s far more persuasive to say “you, client x, can depend upon us to keep fully up-to-date with all developments in the field”.
This “client-centric” approach, rather than “your firm-centred” approach, you will be far more persuasive, have greater impact, and is much more likely to succeed.
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