That’s the part most lawyers and marketing firms forget. They focus on how they can deliver results, but they bypass their clients’ need for human connection in favor of getting the sale.

Attorneys who focus on the pain their client is feeling and how they can help them get through the situation are the ones who will help the most. They will make a difference while serving.

Attorneys who understand that at the center of most cases is pain, shame, and confusion and demonstrate how they can help through these very painful feelings are those who will get prospects to take action and will have strong client connections.

Marketing the law is less about promoting statute and caselaw and more about connecting with the person who needs representation.

It’s about showing clients: “You’re not just a case number to us. We see you. We understand what you’re going through. And we have the skills and knowledge to help you get through this—together.”

Law firms that apply human connection to their content and truly care about their clients will always win the trust battle for clients long before anyone signs an agreement.

Clients don’t choose the attorney with the longest list of accolades—they choose the one who makes them feel safe.

That is the real work of great lawyering and legal marketing.

If you need help improving your legal marketing and connectedness factor, reach out to our JD-powered marketing team. Our legal marketers are here for you and your clients.

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You know the law. We know how to translate it into trust. Reach out to our JD-powered marketing team to start building the connection your clients are looking for.