Storytelling is a core component of human nature. It is, according to Yuval Noah Harari author of the award-winning Sapiens, the distinguishing feature that allowed us to band together and triumph over the much more powerful but less community-oriented Neanderthals, thereby making us the globe’s dominant species. It is no surprise, then, that a good story continues to exercise a profound influence on our thinking.
The best marketers know how to use the power of storytelling to grow a business. Google, for instance, exploits relatable narratives to bring data about the company’s positive social impact to life. Likewise, Coca-Cola draws on relentlessly optimistic storytelling to promote positive associations with its brand. In the legal world, storytelling is a crucial feature that allows law firms to distinguish themselves from competitors and nurture trust with clients. Investing your firm with a relatable, engaging narrative is the backbone of successful marketing and a subject worth serious consideration.
How to Transform What You Do into a Powerful Story
Folks in search of legal services are, above all, looking for someone they trust. Authentic stories build your firm’s credibility by bringing your humanity into view. By pulling back the veil and showing potential clients where you come from and why you care about what you do, you allow them to see you not as a service but as a member of their community. There is no more powerful basis upon which to build a relationship and this is how you get there.
- Be Relatable
Every good story needs a protagonist and so as you think about your own, you need to think about who will take center stage. Does sharing your firm’s vision mean talking about yourself? Your partner? A family member that got you started? A client that inspired you to keep going? Whatever the story, it is important that it resonates with clients and allows them to see you in what you do.
2. Show Your Vulnerable Side
Empathy is a powerful force of connection. This is why every great story involves some element of overcoming. As you tell yours, then, be sure not only to articulate a problem but to expose the personal struggle it implies. Once more, you might approach this from a personal perspective or that of a third party that inspires your work. What matters most is that whatever the angle, your story portrays your own empathy and nurtures that of your potential client.
3. Craft a Powerful Conclusion
Your firm’s story should not only breed trust and connection but should model your capability. A conclusion illustrating how you bring the central problem to a close says a lot about how your firm problem solves in general. This means more than a happy ending. It means an ending that remains genuine and which portrays the values with which you operate.
Clients who read your story should come away not only with a sense of confidence in your firm but with a sense of connection to you. To learn more about telling your story, don’t hesitate to reach out Legal Marketing F.L.O.W., legal marketing consultants with 25+ years of experience helping law firms stand out from the crowd.