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INGHAM HALL, LTD. "LAWYER" LETTER
Probably no top copywriter today has successfully sold more kinds of products than Andi
Emerson. The following letter is one of the most unique she has written. It promotes the services
of her lawyer in a most intriguing way. Consider her Johnson Box lead:
If your lawyer always remembers YOU are the employer and
Returns calls promptly
Meets promised deadlines
Thoroughly understands your business
Willingly researches your oddball questions
Writes simplified contracts that fully protect you
And never "surprises" you with an unexpected bill . . .
THEN PLEASE STOP READING HERE.
Immediately, Emerson screens out uninterested readers. For those who are interested in seeking
the services of a new lawyer, she brings in her personal experience:
Running this business has given me some painful lessons on when to
be demanding and when to let up a bit — but I never got over being
irritated by our lawyers' condescending manner. Not one lawyer, but
several over a period of years.
That list at the top of the page comes from my own sad experience,
as well as from the complaints of most of my friends. Medium to
small companies, it seems, often encounter the same difficulties with
outside professional help — the lack of genuine interest.
That's why I offered to write a short letter for the counselor we lucked
into — a supremely dedicated woman who actually uses her mind
and her ears, as well as her legal background.
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