Tell Stories Not Bories
I always write in general terms about law firms, so please don’t take offence if your law firm already does what I write about very well.
I want to write today about stories and how you can develop your marketing to build greater rapport with your potential clients.
Law firms generally focus on telling people what they do, slightly better firms tell them the features and slightly better than that firms tell them a few benefits, but there aren’t many law firms that sell through stories.
Stories are not case studies, case studies tell you what the client bought and why. A story enlightens the way about how the client chose your law firm, why you were different to the competition, how the whole journey from start to finish went, what they liked and why and what they didn’t. It’s a piece of writing or video that connects with your prospective clients journey.
Law is emotive, it is not boring, it has huge repercussions for your clients, it worries your clients and this is why you want your clients to tell their stories about working with you. Bring the emotion to life in your marketing, it’s key to converting more clients. Train your colleagues to work with the emotion and bring it to life in a positive way.
One way that works for telling stories is through reviews, you’ll be amazed at how many clients leave a glowing review about their worry being put at ease. Ask for more reviews, and prompt them in the review invite about what they could mention.
For key clients and cases, it’s worth investing in video or professional writers who can interview the client to get a far better story about their experience.
Think about how you can promote the story, I work on my own marketing framework - create, distribute and validate and I’ll talk about that in another article.
ACTION
Pick one of your favourite clients and ask them if they would mind putting their experience into words that they wouldn’t mind sharing with your prospective clients. It may even be a bit of an eye-opener for you.
3 TIPS
At all times think about what the client is experiencing, could it be better, is there a bit of a story in there about the case, the issues and the outcomes?
Ask every single client for a review using some prompts
Look at your website and review it, does it tell stories or does it just list services?
Happy growing
See you next week
Chris
