Gain trust and optimism from your customers with success stories
Bankruptcy is often seen by the public like a fancy weight loss supplement that promises great results, but may or may not work for me (and may even do more harm than good!). How can you instill confidence in your customers that are hesitant and nervous to file that bankruptcy really can dramatically improve their finances and future.
For most people, bankruptcy has a stigma and is seen as a last resort. How can you persuade them that not only is bankruptcy likely their best option (compared to other debt solutions), but that their future can be bright after filing as well?
By using success stories (ie case studies) from your past clients effectively, you can help your potential clients that are deciding whether or not to file to take that leap of faith and get the wheels rolling in the filing process.
What exactly makes for an effective success story?
Prove it. That’s what many potential bankruptcy filers likely think. Anyone can make claims about what bankruptcy can do and how it can help (just like anyone can claim that their pill can help you lose 35 pounds in 2 weeks). Anyone can claim that it’s easy and possible to restore credit after filing. However, claims often lack credibility because of their intangible nature.
An effective success story breaks down barriers that customers have to filing bankruptcy by highlighting the financial woes that others have had, how bankruptcy helped them dramatically improve their situations, and how their lives were better off down the road. A good story must be personal, credible, and realistic.
How do success stories positively influence your potential clients?
When a potential customer reads, hears, or sees a credible, impressive success story of one (or many) of your clients, he or she responds in a few ways:
- Faith and optimism. They put themselves in the stories of others and picture themselves having the same or similar outcomes and results, which increases their hope in their own financial situation.
- Confidence. They believe that if they file bankruptcy, they will have similar results to the person who successfully eliminated their debt through bankruptcy. They also gain confidence that you as their potential attorney are skilled and able to produce great results for your clients.
How can you implement success stories in your bankruptcy marketing?
Creating and using success stories is easier than you think. Try following these simple steps:
- Talk with your current clients about sharing their stories. If you have a good, warm relationship with your clients (which hopefully you do!), this step isn’t as hard as it sounds. Most of your clients will be happy to share their successes with others on a few conditions. Make sure you explain that you will use their story to help others see the value and benefits of filing bankruptcy. Explain that you will keep their story completely anonymous. Consider offering them an incentive such as a gift card to a restaurant as a token of your appreciation. Lastly, thank them after they have agreed to have their story shared as a success story.
- Create the success story. Success stories shouldn’t be long. 3-4 paragraphs is sufficient to effectively portray your clients’ situations and outcomes. The stories can be in text, audio, or video format. Write the success story yourself (and narrate it if creating audio or video), in 3rd person, and have your client review it after you write it to ensure that he or she approves of how it was written. The success story will have 3 main parts: the problems your clients faced, the process of helping them find a solution with bankruptcy (how you helped), and the positive results or outcome of the bankruptcy filing. After reading, hearing, or viewing a success story, someone considering bankruptcy should think, “Wow. That worked for this person. It can probably help me out the same way it helped out this person.”
- Make a robust collection of stories. The more success stories you have, the better. Potential clients may be skeptical if they see only 1-2 stories. But if they see 5, 10, or 30 success stories, they immediately gain confidence in you as an attorney and in the bankruptcy process.
- Add to the collection periodically. Each time you file a case, talk to your client about sharing their success story. Your clients are happiest as they feel the positive results of bankruptcy, so by requesting to use their story shortly after filing, you are more likely to get a positive response.
- Use stories in your marketing. Success stories can be used on your website, in online marketing ads, and in offline marketing ads (such as radio commercials or direct mail). You can feature a single success story or highlight many success stories, depending on your goals.
- Use stories in your sales. As you consult with your leads to help them decide on whether or not to hire you, share appropriate success stories by telling them (over the phone) or by giving them printed stories to potential customers (during in-office visits).
- Measure their success. Determine how effective your success stories are in helping improve your marketing. Are they leading to increased response rates to your ads, more closed sales, and more revenue? If needed, adjust how you are using your success stories over time to improve your marketing and sales results.