Marketing 101 - There are Five Benefits, Pick One

I’ve been meaning to link to a post by Skip Lineberg titled The Five Benefits.  In it, Skip recalls an important lesson he learned from a PR consultant:

… it does not matter what the product is or what industry one inhabits, you have to present your case so that you tell your audience within the first ten seconds of your message which one of the five possible benefits you are offering.  There are five, period. F-I-V-E.

Are you ready for them?  Here goes:

1. Make me wealthy
2. Improve my appearance
3. Help me to be more well-liked by my family or friends
4. Make me live longer
5. Get me laid more often

Money, looks, popularity, health and sex. That's it.

So, what benefits do lawyers offer?