The Right Words Attract the Right Clients

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💬 Great copy isn’t about clever wordplay—it’s about guiding potential clients from curiosity to conversion. In this episode, Mike Pelletier, Danny Decker, and Eddie Dzialo dive into the psychology behind persuasive copywriting and why the best marketers don’t create desire—they channel it. Learn how to use the right words to attract the right clients, without ever feeling like you're selling.

📌 Key Takeaways

• Desire already exists—your job is to direct it toward your services.
• Effective copy shifts readers from “being pitched” to “seeing opportunity.”
• Great marketing doesn’t convince—it connects.

👉 8 Ways to Get Clients FAST

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Episode Transcript

Speaker 1 (00:00):
I've said it many times on here, when we talk
about desire, it says you cannotcreate desire.
I mean there are all theseuniversal desires in the world.
I mean it's the desire to behealthy, desire to be loved,
desire to be rich, desire to beat peace of mind.
I mean they're ad nauseum,they're infinite and you can't
create those.
But the copywriter's job is tochannel that desire toward a
product or service and trying toselect what desire you're

(00:21):
speaking to and try to channelthat towards something.
And the other one, I think, wasbeing able to look at a copy
and being able to find the exactmoment in it where someone's
reading.
They're going from beingpitched to seeing opportunity.
And if you can't get thatmoment, you should be able to
zero in on a section of it, like, okay, I'm seeing opportunity.
And I can give plenty ofexamples where that works in my

(00:43):
own life.
Danny, do you agree with uh?

Speaker 2 (00:45):
yeah, I mean for me.
For me it really is is alsoreally pretty simple, like copy
copywriting is, is sales inwritten form, and and sales is
really as simple as helpingsomebody recognize that they're
at point a and that you can helpthem get to point B.
Right and to the point.
Eddie made.

(01:06):
You know you're not looking toconvince somebody that they want
something.
You're really you're showingthem that you can help them get
the thing that they want.
You know.
So when we're, you know, workingwith lawyers, and whether we're
, you know it's a one-to-one,you know, sales conversation or

(01:26):
email marketing or whatever youknow, we want to help.
We want to explain to lawyersthat if you want more clients,
if you want better clients, ifyou want more referrals, we can
help you get there.
And here's how we're going todo it.
We're not trying to convinceyou that you should want those
things.
There are law firms out therethat are perfectly, you know,

(01:49):
are perfectly happy where theyare.
They're happy with their size,they're happy with the amount of
clients, they're happy with thetype of clients.
Great, Cool, you know, that'sawesome.
I'm not going to try to sellyou something because you're in
a good place and you're happy.
But if you want those things,then we can help you get there
Right.
And then you know, for a lot ofthe lawyers that are listening
to this and are probablythinking about you know how do
we use these skills.
You know, when selling to ourclients, it's like you know, if

(02:11):
you're a divorce attorney,you're not trying to convince
somebody to go get a divorce.
Once they've decided that theywant a divorce, or they need a
divorce, or their spouse hasfiled for divorce, you're going
to help them get to that place.
They want to be right, which isprobably they want to be secure
and they want a new beginningand they want to close the door

(02:32):
as well.
Whatever it is, the point isyou're not trying to convince
them that they want it.
You're just showing them like,hey, if you're at point A and
you want to get to point B, wecan get you there.
And here's how.

Speaker 1 (02:39):
Thanks for listening to today's preview from this
week's episode.
If you had any thoughts on it,please leave us a review.
We would greatly appreciate it.
And don't forget if you loveyour lawyer friends, let them
know about the Law.

Speaker 2 (02:52):
Firm Marketing Minute .
We'll see you tomorrow.