As a business coach for lawyers, I'm hearing this more and more:
I know it's supposed to be good to be generous and provide value to prospects. I have all this great information that I give away on my website, but I never hear from anyone who downloads it! They just take the information and think they can do it themselves, or use it with a different lawyer...
All experts struggle with the desire to help and serve with their expertise versus the fear of giving it away. It's the conflict between adding value and eliminating the need for your services. And, let's be clear that I mean perceived need for your services, because one of the worst jobs of any professional is to fix the problems that people create by NOT hiring a professional! Sometimes lawyers earn higher fees to address issues related to the new do-it-yourself legal services than they would if they'd done the work initially.
I'm a fan of Hinge Marketing; they focus on marketing and branding for professional services firms and they offer a generous amount of free information. I sent them Fairytale brownies for Valentine's Day, so you know I think they're special. What I want to show you today is the description of one of the resources they offer for free: