HessConnect: A Story Narrative for your Law Clients

Content Marketing to Your Law Client Through a Story Narrative

A content marketing strategy which is what I’ve been chatting about on these last three shows is nothing without a story narrative that weaves us in, that makes us feel, that makes us willing to take a journey away from our day to day schedules.

Just like the point of content marketing, story telling is not to so much selling as it is building strong, loyal relationships.

People want more than data, they want to be transported, they want and love stories. Why?

  1. Stories are interesting, and people are basically curious, it’s how we grew up, and generally stories are entertaining even for asocial people.
  1. Stores gain trust because you don’t walk around telling and sharing stories with just anyone right? It makes you feel special and closer if someone shares a story with you.
  1. Finally, people are more open and receptive to any information in the form of a story. It’s been shown time and again that people are influenced by the structure of content, and turns out people like the story format the most.

Today, the biggest and brightest brands tell stories to connect with their audience, and often in an emotional or inspirational way. I don’t know about you, but these last few years I’ve been seeing more and more tv ads where I find myself asking “hmmm. Wonder what this is about or what they are selling?” But, I continue to watch, it grabs my attention by a heart-felt, emotional story….and of course I find out what they are selling but it almost seems tangential to their product or service.

Here’s what I think the point is, through this story, you have an opportunity to show how you offer your services. If people align with the story you’ve chosen to share, and the way you share this content, people imagine correctly we hope that there is a correlation between the story and how you will take care of them if they choose to hire you for their particular needs.

So, if your with me so far, let’s talk about what it takes to make stories engaging and meaningful for your audience, and for the return of your investment…

  1. Personalize. People don’t like abstracts – and as lawyers we can certainly relate to this – agreed? I’ve read briefs and I’ve read briefs. Some are dry and drab as can be, and sure I’d recall the most crucial aspects of it for future use. However, do you recall those briefs that – even momentarily – swept you away from the boring abstracts? Sure you do!

Tell the story from either your own or someone else’s point of view and share in a way that will allow your audience to identify and associate with the story teller.

And, note, the story teller does not have to be human, it can be an animal or even if positioned properly, an otherwise inanimate object. If you can pull this one off, and I have in the past for the appropriate situation and clients of my own, it really resonates with emotion and humor. You will position yourself scores above 99% of all attorneys in memory, in duration!

  1. Now infuse EMOTION, whether nostalgia, humor, admiration or even fear to warrant an emotional reaction. As an example, I was attending a conference last year here in San Diego, and one of my fellow marketers also worked closely with attorneys and law firms. We were discussing the many benefits of video and various tools, techniques for showcasing attorneys in this way. He then shared a video his company created for a personal injury client attorney from Texas – and I’ve seen many. This one got me balling right then and there, capturing the story of a young man who was in a car accident and sharing the pain, but also the joy of rediscovering the beauty of life as only one who’s been given  a second chance can see. So, thought it began in a somewhat predictable manner, this video left you with an uplifting feeling and also renewed sense of good fortune and possibilities. Very well done. It obviously went viral and this attorney has expanded his practice significantly and is thoroughly enjoying his practice once again now that he has nailed his engagement in a way that brings highly qualified clients his way.
  1. Offer a scenario that SOLVES a problem. Show your audience how in this story the hero (your prospective client) is saved by you/your service (guide). Here you also have an opportunity to share how you solved other client’s similar issues and how this made them feel either through testimonials and weaving these into the overall story.

Finally, as with any good story, make sure you are using the right accompanying visuals to enhance (and not distract) from the picture your words and story narrative are painting.

Today’s consumers and clients demand authenticity and integrity from brands, so while you’re at it either on your own or through a trusted marketing partner like HessConnect, create content through stories and in a way that resonates with your particular audience.

Most importantly, know your audience well. Too often there is a lack of understanding who you’re trying to reach. Have a documented, clear strategy not only for who your audience is but also how the strategy will unfold to benefit your audience the most.

If this is not something you either do not wish to spend time configuring, you’d like a co-pilot to help lay out a customized blue print for your practice, or you just want a consultation to get the ball rolling, I’m thrilled to now offer three variations of how we might work together, and get to know each other. CLICK HERE if you are interested in finding out more…

 

 

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