Serve First, Sell Later Marketing
Serve First, Sell Later Marketing
#77 Don’t Sell Services. Sell the Feeling After.
In a world full of noise, facts don’t build trust – feelings do. In this powerful episode, Sylvia Garibaldi breaks down how professionals can cut through the clutter by creating emotional resonance in their marketing. She reveals how small, authentic cues — what she calls “soft authority signals” — quietly build credibility and turn browsers into buyers. You’ll learn how to move your messaging from “here’s what I do” to “here’s how you’ll feel after working with me.” Whether you're struggling to connect with your audience or just want to bring more calm confidence into your communication, this episode is packed with real, actionable strategies!
In this episode you will learn:
- 02:30 Why emotional connection is your #1 marketing asset
- 03:40 How to build trust through calm and clarity
- 08:42 The most common marketing mistakes (and how to avoid them)
- 14:05 How to write your “emotional outcome statement”
- 16:56 What soft authority signals are (and how to use them without shouting)
Resources:
- Feeling stuck about how to grow your practice, book a free strategy call here.
- #61 Is Your Marketing Pushing Clients Away?
- #54 The Credentials Trap and Why Marketing Wins
- #50 Empathy's Role in Marketing From Client Care to Brand Building
- #16 Expert Ways to Build Your Client’s Trust
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00:00 - Sylvia (Host)
Hello everyone and welcome back to Episode 77 of the Serve First, sell Later Marketing Podcast. I'm your host, sylvie Garibaldi. So if you're feeling invisible or stuck in a crowd where everyone seems to be saying the same thing, then I want you to hear this clearly you do not need to shout louder in order to get noticed. In fact, shouting louder only adds to the noise, and I think the real power comes from connecting deeper. So clients today aren't just hiring a list of credentials or job titles. They're hiring how you make them feel seen, safe and truly understood, because that emotional connection, that is your real competitive advantage. So how does this all translate into your marketing? And I think if you're feeling like your marketing is just blending into the background, like your messages aren't cutting through the noise or truly connecting with the clients that you want, then that's when you know that what you need is deeper connection. Clients today aren't just scrolling past your credentials or your service list. They're actually stopping when they feel seen, safe and understood. And so the emotional connection, this is the secret ingredient that turns your marketing from noise into a magnet, so attracting the right clients who trust you before they even pick up the phone. So in this episode, I'm going to show you how to build that connection, how to craft marketing that just doesn't inform but actually resonates with your audience. So we're going to cover how to get crystal clear on what makes you unforgettable, how to speak with calm confidence, and how to build trust faster than you ever thought possible.
01:56
So let's dive in. Okay, so let's start with a hard truth. Credentials alone do not sell anymore. So your experience, your certifications and your titles yes, they matter. They're important. There's no question about that. But I think what people don't realize is that your ideal clients don't make their decisions based on your resume Okay, they make decisions based on how you make them feel. So think about it. When someone is facing a tough legal or mediation issue, they're not just hiring a professional. They're trusting a person with one of the most stressful chapters of their life, and so trust is not built by listing degrees or awards. It's built by showing empathy, clarity and calm.
02:47
And here's where it gets more interesting. If your marketing sounds like a list of qualifications or maybe just a job description I'm a divorce mediator, I handle workplace conflicts, things like that it's not enough, because it blends in with everyone else's. I hope this is making sense, because what clients really want to hear is your why and your how. Why do you do what you do? What drives you to help people through their hardest moments, and how do you guide them differently, with calm, respect and understanding? And I think when your marketing can answer those questions, it stops being just information, right, it becomes connection. And so I'm going to be sharing some simple questions that you can ask yourself to uncover this deeper type of messaging and to create your own unique emotional brand that makes you unforgettable. So I want to dive into how to go about doing this. So, obviously, we know that credentials alone don't cut it, so let's talk about what really sets you apart, and that is your presence.
03:59
So clients who are facing legal or mediation challenges aren't just looking for expertise. They're looking for someone who feels like a steady hand in the storm, so someone who can guide them through uncertainty with confidence. Really, that's what they're looking for. So think about your marketing messages, think about your website, think about your discovery calls, think about your presentations, your social media. Are you coming across as that calm, clear voice, or is your message full of jargon, complexity or some kind of rushed energy? So here's the thing when people feel overwhelmed. They don't want more noise, they want clarity, they want to hear I've got you, I've got you and we can help you.
04:50
So one way to do this is by practicing what I call the three C's in your communication so calm, calm your energy, even if the client is anxious or upset. Very important to do Clarify. Clarify the next steps in simple, very simple, plain language. No confusing legal terms. And the third C is connect. Connect emotionally by acknowledging their feelings without any judgment.
05:21
Okay, so let me share an example. If you're a divorce mediator working with two spouses, instead of saying we'll review the parenting plan and splitting of assets, you can try something like I really understand that this is a tough time for both of you. My role here is to help you find common ground and move forward with respect and understanding. So let's take this step by step so you each feel heard and in control throughout the entire process. Okay, so that kind of message that I just read doesn't just inform, it does something else. It soothes, it calms, right. So it builds trust before the client even sits down at the table.
06:04
And when your marketing and conversations consistently offer calm and clarity, what happens is you become the professional that clients want to turn to, the one who makes difficult situations feel manageable. Now you may be thinking to yourself well, this is a pretty small change to make and yes, it is a small change. But when you add up all of these changes and adjustments that we're going to be talking about, you're going to notice a huge difference. And let's not underestimate the power of small changes, because it just takes the change of one or two words to make a real difference to someone who is listening to you. So when your marketing and conversations consistently offer calm and clarity, you become the professional that they turn to, and this is something that I see definitely missing from professionals marketing. So I want to talk about one of the biggest mistakes I see professionals making in their marketing and, honestly, it's costing them real opportunities.
07:08
Most professionals treat their content like a checklist. I'll post an article about this situation. I'll share a generic update about mediation. I'll maybe toss in a quote or two about conflict resolution. But here's the problem it's all logic and no heart. So it's information overload and it sounds just like everyone else. So if your content could be posted by any other mediator or lawyer, it's not going to set you apart. Okay, clients aren't looking for more facts. They're looking for someone who gets what they're going through. They want to read your posts and instantly feel this person understands me, I trust them, and I'm referring to posts, but it could be anything. If they're listening to your presentation, if you're a guest on a podcast, all of that makes an impact, and so it's important to use that type of messaging that makes them understand that you get them and you can help them.
08:12
I think some of the most common content mistakes that I see is hiding behind legal jargon instead of speaking like a real human. We see that a lot Focusing on outcomes but not on the emotional journey, and I think that's a really important distinction. Forgetting to share real stories or client experiences that show transformation and not transactions. Ok, and here's what works If you share short stories about you know real client wins and, of course, never sharing the names of your clients. But if you're sharing these stories, it's not just the legal result, right, it's the emotional relief. So you can say something like today, a client told me she finally slept through the night for the first time in months. Okay, so think about adding that to a presentation to your social media. It really translates the situation into an emotional one, right? Because it's an emotion that the client is experiencing, and so when you build these types of emotions into your marketing, that's how you are getting the attention of those who need you most. So the other thing that's working is highlighting emotional milestones, like helping clients move from chaos to clarity or from fear to confidence, like that's really important as well and dropping, as I mentioned, the formal language and just speaking directly, simply and with empathy Really really important.
09:46
So let me share another quick example. Here's an example of the kind of messaging I rarely see, but one that truly works. So imagine you're an estate planning attorney posting on social media and, instead of saying, contact me to draft, your will try this instead. I recently worked with a family who felt overwhelmed by the idea of planning for the future. By the end of our process, they told me we finally feel at peace, knowing our children will be cared for, no matter what. That's why I do what I do helping families turn uncertainty into security, one conversation at a time. Okay. So that example that I just shared with you. These are like real life examples.
10:28
So if you go back to your client conversations and you think of some of the things that they've said. These are things that you can incorporate into your marketing. Whatever kind of marketing strategy or tool that you're using, this is something that you can build in and it's very easy to do. So I hope you can see the difference between saying, contact me to draft your will and then the comment I just read right now so you can see the difference. Right, this isn't just about documents. It's about the emotional relief and confidence that you deliver. That's what people remember and that's what makes you stand out.
11:03
So if your content is just listing services or explaining legal terms, you're really missing the opportunity here to connect. So instead, think about sharing stories, highlighting emotional milestones and using language that's warm and human. So if your marketing is missing this kind of connection-driven content, you're just blending into the background. So this is a great check for you to do Go back to your marketing and see if you're building in this kind of connection-driven content and messaging. So when you start showing the heart behind your work, you really become memorable and trustworthy. So here's my challenge to you Look back, as I said, at maybe your posts or maybe website updates, your presentations, your conversations with people, and if this messaging could be used or written by anyone else in your field, then it's time to kind of rewrite that and make your content and your messaging more personal and specific, and I think that will help you stand apart from the rest of your competition. By the way, if you're finding this episode valuable, I've covered related topics in past episodes that can help deepen your understanding, so please be sure to check out those episodes. I'm going to drop the links in the show notes so you can easily find them.
12:22
Okay, now that we've talked about how to connect through your content, let's take it a step further. So one of the most powerful tools in your marketing toolbox is your emotional outcome statement. So what do I mean by that? So here's what it basically means. People don't just buy your services. They buy how they want to feel after working with you. So they're silently asking how will I feel when this is over? Will I feel relief, peace, confidence? So if your marketing doesn't answer that question clearly, then you're leaving a huge gap. So how do you craft this emotional promise?
13:06
So I think it starts by asking yourself a couple of key questions. I would say that the key one is what do I want my clients to feel after we've worked together, and I think that's an important question to ask yourself as a professional in your industry what would you like them to feel after having worked with you? What heavy emotions do I help them release? Okay, so think about it. Is it fear, is it confusion, is it shame, is it anxiety? Think about what these heavy emotions are, because some of these emotions can actually be used in your marketing.
13:42
So let me give you a few examples here. So, for an estate planning attorney, instead of saying, as I mentioned, I draft wills and trusts, you can say something like I help families find peace of mind by creating clear, compassionate estate plans that protect what matters most. Okay. So that's one example. If you're a divorce mediator, it could be something like I guide couples through difficult transitions with calm and respect, all outside of the court system, so they can move forward with confidence and dignity Okay. And for a workplace mediator, you can say something like I guide teams through conflict with clarity and respect, helping businesses resolve issues without damaging relationships Okay.
14:27
So you can see how the emotional connection is in these statements, and I think this emotional promise becomes the heartbeat of your brand when you use it over and over again and you're creating consistency. So it's what you weave into all of your marketing, like your website, your social media, your discovery calls, your presentations, all of those things Everywhere your clients encounter you. It's going to be important to weave this through, even in conversations you're having with prospects, with referral partners super important to weave this through. And I think when you consistently communicate this emotional outcome, you're not just selling a service, you're offering a transformation, and that's what clients truly want. So I want to shift gears here and talk about trust, because in the legal, mediation and divorce spaces, we know that trust is the foundation of everything. But here's what I see as a marketing expert.
15:27
Too many professionals try to earn trust by listing credentials or piling on awards. You see it all the time. I made this list or I made the top 25 list of lawyers, whatever it is right. The problem here is that kind of self-promotion can sometimes push people away. So clients want to feel safe. They don't want to be sold to, and this is where soft authority signals come in. So let me explain this one. These are subtle, authentic ways to show your credibility without ever sounding like you're bragging.
16:04
So you probably already know about using testimonials and sharing your experience, but I want to share with you a few fresh ideas that you might not have considered. So one thing to do is to show your process visually, so you can share a simple graphic or checklist that walks clients through what to expect. So, for example, a state planning attorney could post okay. So here's what we do when we first start working together. Step one is we talk about your goals. Step two is we draft a plan that you can understand. Step three is you leave with peace of mind, and so there's different steps in between there, of course, but I'm just trying to give you an example of what I mean by kind of like giving them a high level process so that they understand there is a process that you go through, and I think this not only clarifies your process, but it reassures clients that you do have a system and that you have a clear, proven approach. Yeah, something else to think about is share behind the scene moments, so let people see the careize you and they quietly show your dedication.
17:24
So another great way here is to highlight your network and collaborations. So mention when you work alongside financial advisors, therapists, other professionals to support your clients. For example, you can say something like I often collaborate with financial planners to make sure every estate plan is as thorough and forward thinking as possible, and so what this does is it signals that you're respected in your field and you're committed to comprehensive service. Right? The next thing that you can do is to educate without ego. So share a tip or answer a common question in a way that's genuinely helpful and not condescending. So, for instance, you could say something like one question I hear a lot is, or what happens if I don't update my will Well, here's what you need to know. So when you say things like this, it actually positions you as approachable and knowledgeable.
18:24
The next thing is consistently show up, so sometimes just being present, posting regularly, responding to comments and sharing your thoughts. What this does is it quietly builds authority. Consistency. Consistency signals reliability Okay, super important. And remember that soft authority is not about shouting your expertise. It's about letting your actions, your stories and your presence speak for you. And when you use these signals, clients start to feel like, oh, I can trust this person because I see that they care, that they know what they're doing and they're really here to help. So if your marketing is just a list of accolades. It's really time to make a shift. Show your authority through empathy, transparency and genuine connection. And if you're struggling to figure this out, feel free to reach out to me and book a consultation call. We can help you work through what this marketing strategy could look like for your practice. It's really important to make that shift and help you get back on track.
19:35
Okay, so, before we wrap up this section, I want to share something that I wish every legal and mediation professional truly understood about soft authority signals, because, honestly, most don't even think about this. So here's the thing Soft authority isn't just about sprinkling in a few testimonials or sharing a client's story now and then. Now and then. The real magic happens when you realize that authority is built in the smallest interactions, often in ways that you can't measure or put on a resume, and what most professionals miss is that people are constantly picking up on the subtle cues. Okay, so what do I mean by this? The way you respond to a comment on social media, how you handle a tough question in a webinar or a live Q&A. The warmth in your voice when you leave a voicemail and yes, people can tell when you're smiling, right, so super important Even how you admit when you don't know something but promise to find out.
20:42
Okay, these are all the subtle cues, the soft signals that people are paying attention to, and we know researchers point this out all the time right, we know this. It can have a huge impact on whether someone feels safe with you, even if they never say it out loud, right? And so really, really important to make sure that you're using these soft signals, like tone, empathy and informal feedback, and so this is hard data that shows how trust can be built, how safety can be built up, and this really holds true in the legal and mediation work. So think about that, and what I wish more professionals knew is that you can intentionally use these soft signals to build trust every day. Okay, so those soft signals that I just talked about, you need to use them consistently.
21:36
So, you know, be consistent in your tone and presence, both online and offline. Show humility by being open to feedback and willing to learn from your clients and peers, and use your platform to educate and empower, not just to promote. Okay, let people see the real you, your values, your process, even your occasional vulnerability. Okay, it's okay to show this. So authority doesn't come from a single post or a polished bio. It's really built over time through dozens of small human moments, and a lot of professionals don't know this. They just think, oh, if I'll do this in marketing, this should work. But it's all of those soft signals that I talked about as well that people are paying attention to. So the bottom line here is, if you start paying attention to these soft signals that I've identified and you use them with intention, you're going to be amazed at how quickly your reputation for trust and care grows, often in ways that you can't even track with traditional marketing metrics, but you're seeing an uptick in conversations, in consultations, in people asking questions, in people reaching out to you. Okay, so that those are all metrics to pay attention to.
22:58
So, as you think about your marketing, don't just focus on what you say. So, as you think about your marketing, don't just focus on what you say. Focus on how you show up every single time. So if you remember just one thing from this episode, let it be this you don't need the biggest following, the flashiest branding or a wall full of awards to stand out. What you really need is emotional attunement and the ability to build trust, one genuine connection at a time. So here's a quick recap of what I've covered.
23:35
So we talked about clarity, right. Getting crystal clear on what makes you unforgettable. Move beyond the job title. Share your why and how in a way that resonates Guidance Very calm guidance is needed, right. Show up as the steady hand your clients are searching for. Speak with empathy and make your process feel safe and manageable. Emotional content right. Don't just share facts. Share feelings, as I showed you how to do in the examples.
24:04
Use stories and real-life examples to show the transformation that you bring, the emotional promises, crafting and communicating the emotional outcome that clients can expect from working with you, and it's super important to make this the heartbeat of your brand. And then also talked about the soft authority signals building in trust in subtle, consistent ways through stories, transparency and the small amounts that show that you care. Remember, it's those little steps that you take every single day and actions that you take every single day that will demonstrate your soft authority signals. Okay, so here's my challenge for you, because real change starts only with action, right, I want you to pick just one of these steps to implement this week. So maybe it's rewriting a social media post, or maybe changing something on your website or looking at your bio, and focus on the emotional outcome that you deliver.
25:03
So that's one thing you can do. Maybe you post a story about a client's transformation, highlighting the relief or peace of mind that they felt that's another great example. Or you could simply respond to a comment or an email with extra warmth and clarity, showing that you're truly present. But whatever you choose, please do it with intention. Start small, but start now, because these little shifts are what set you apart and build a reputation that lasts.
25:34
And so, if you're ready to take your marketing and client relationships to the next level, please keep tuning in. If you're interested in trying to figure out how that works for you, book a call with me. We'll go through what's working for you, what isn't, and build a strategy around how to improve this. Best way to do this is locate the link in the show notes and book a call with me into the practical, human-centered strategies that actually work, and I want to hear from you. I'd love to hear what steps you're going to take this week, so feel free to share it with me. Send me a direct message, an email. Let's keep this conversation going and let's help each other grow. Thanks for tuning in today and, if you haven't already, make sure to subscribe so you don't miss future episodes packed with actionable strategies to grow your practice. See you in the next episode.