And another.

And another…

This is how the day goes right up until the end when you check the clock and can’t believe how quickly the time flew by.

As you reflect on the day you think, “Man, did I make it happen today!”

Now, multiply that by days on end. Weeks on end. Months on end.

What would happen? How successful would you be?

You can’t know exactly, but you know you’ll make a lot more money and be able to enjoy things that are, right now, not happening for you. You’ll earn the respect of your peers and your market. Success will be yours.

And you’ll gain freedom. Freedom to do what you want with your time and what you want with your life.

…OK, I’m going to stop for a minute now and ask you to think about how you’re feeling. Like you can succeed? Get more done? Overcome a challenge that’s been dogging you?

What just happened to shift your mindset to make you think you can now get more done than you could a few minutes ago?

What’s happened is I’ve appealed to your emotions. I’ve painted you a picture and given you a vision of a place you want to be – you want to be free, to be successful, to be respected by your peers.

Making this type of emotional connection is extremely important, but it’s often eschewed by professional services marketers. It shouldn’t be.

As professionals, isn’t it our job to help our clients see what’s possible and help them achieve? Sure, we all have our special way that we do it, but it still comes down to – at the risk of repeating myself – what’s possible and what clients can achieve.

Though for some reason, often because of some fear of saying something that someone won’t like or sounding a little different, firms don’t concentrate on making emotional connections with their marketing. They focus on capabilities, cut-and-dry business cases, and how their unique blend of people, process, and technology does yadda yadda yadda.

Sure, there’s the occasional high-level nod to emotional connection concepts such as trust, peace-of-mind, partnership, and so on, but it’s usually understated. After all, we don’t want to be seen as anything less than white-glove professional, so we keep anything that could stir up an emotional reaction toned way down.

I think professional firms, with their antiseptic copy and business cases, are missing an opportunity. Missing an opportunity to paint a picture for potential buyers of what personal and professional success actually looks and feels like for clients of their firm, how they’ve helped others make it all happen, and how potential clients are risking it all if they choose not to work with them.

Now do you have to write over-the-top copy like a late night TV infomercial? This is what everyone’s afraid of. If you want to sell success, you have to do it with big pictures of dollar signs, big houses, fancy cars, and a Hugh Hefner coterie. Right? I don’t think so.

You do, however, have to use your imagination and focus your keen powers of observation on how great marketers make emotional connections so you can make yours.

There’s no reason for you to apologize or downplay the great things you can do.

There’s no reason why what you bring to the table shouldn’t inspire people to succeed.

There’s every reason to make an emotional connection with buyers in the market.

All this starts with not being afraid to break out of the same-old same-old “efficient and effective solutions with people, process, and technology” copywriting mode. Start connecting!

Do so and you’ll find you’ll win more than your fair share of new clients, you’ll help them succeed, and you’ll make money beyond…well…you know.