Understanding the Urgency of Client Needs

In my earlier days of addressing significant challenges for clients, I realized that each interaction often occurred on what they perceived as the most distressing day of their lives. Engaging with me compelled them to face unresolved issues that could not be escaped through avoidance, substance use, or denial.

The more severe the issue, the more heightened their emotions became. It's important to note that emotional individuals typically do not make choices based on logic; instead, they are driven by the immediacy of their circumstances. This principle is central to copywriting, which is why one of the first models you encounter is P.A.S., which stands for:

• Problem
• Agitate
• Solution

I believe it's crucial to acknowledge clients' challenges and present solutions. This forms the basis of commerce. However, I am not particularly fond of the "agitate" component.

"Yet, Wade," one might argue, "it's for their own benefit. It encourages them to take action to resolve their issues. Isn't that ethical sales?" While I understand this rationale, it assumes a level of insight into what is genuinely beneficial for them, which is inherently flawed.

If skilled, one can provoke a highly distressed individual to spend all their available funds in haste. I've witnessed legal professionals secure clients in such a manner, heightening their fears to an alarming degree, prompting them to sign fee agreements, only to observe them swiftly retreat into a defensive stance with their new lawyer.

Promises made during these moments often turn out to be unfulfillable. I aimed to avoid overpromising or using fear as a selling tactic during my legal career because I disliked constantly defending my position with clients. The issues my legal clients faced were often perceived as "unsolvable," as no one could revert to the way things were before.

Even when I resolved their issues, clients frequently held resentment over having to pay for legal services in the first place. Once the initial turmoil subsided, they would reassess everything from a more rational perspective, often overlooking previous praise and accolades with a pragmatic acceptance.

What initially seemed like a win-win scenario gradually morphed into a begrudging acceptance for both parties. Over time, this dynamic devolved further into mutual reluctance, which ultimately led to burnout—an experience I went through multiple times.

After more than two decades in law, I transitioned to a writing services business, leaving my legal background behind, although it occasionally tries to draw me back in. Now, I assist other lawyers in making similar transitions, teach writers the business aspects of their craft, and create impactful newsletters for my clients.

This work brings me joy. It’s a genuine win-win situation, devoid of any looming threat of burnout in the foreseeable future.

Recognizing the intricacies of your target audience can sometimes lead to the realization that you may not want to serve that demographic at all. This applies to the solutions you provide, as well. You might appreciate the potential clients, but the services they seek may not align with your strengths.

A common pitfall for writers is entering into hourly contracts. While this can be acceptable if it eventually leads to flat-fee deliverables, hourly billing often results in a lose-lose situation for all involved.

I will elaborate on this in the upcoming Message #4 of The Understory Dispatch. If you wish to receive it fresh off the digital presses, you can subscribe here:

Understanding oneself and the market are two essential skills for acquiring clients. This is a theme I will delve into more deeply, as individuals across various fields can enhance their acquisition strategies.

Clients, customers, and partners are the lifeblood of any business. By becoming proficient in this area, you will always have the ability to achieve your goals.

Stay tuned for more insights... Wade

Explore the implications of living in the moment and how it affects decision-making.

Chapter 2: Embracing the Fierce Urgency of Now

A discussion on the importance of recognizing the urgency in today's fast-paced world and making timely decisions.