STORYTELLING TO CONNECT AND BUILD MEANINGFUL RELATIONSHIPS
Facts tell, stories sell. So let’s discuss how you can share your unique attributes and accomplishments, by storytelling to connect! And, everyone has a story, but no one else has your story…I tell my story all the time. I tell it on my website, in my client conversations, in my workshops, in my bio, anywhere anyone will let me or listen! Why? Because it helps my potential clients connect with me. The goal in telling my story is to show people that you know what it feels like to build a firm, a business, a life – having been in their shoes in a legal environment, and then doing it daily as a marketing business owner, I know exactly how they feel.
LAST WEEK
Last week I talked about WHY ATTORNEYS SHOULD BOLDY SHARE THEIR UNIQUE PERSONAL ATTRIBUTES (TO STAND OUT BEYOND THE COMPETITION) – 5 THINGS YOU LOVE/FEEL STRONGLY ABOUT (quirks, passions, hobbies, hidden talents). KNOW YOUR SUPER POWER, and understand that WHERE YOUR PERSONALITY + PROFESSIONALISM INTERSECT, YOUR PRACTICE WILL THRIVE. THIS WILL SET YOU APART, and there simply is NO COMPETITION!
THIS WEEK WE’LL TAKE A LOOK AT HOW YOU CAN STAND OUT FROM THE HERD THROUGH STORYTELLING TO CONNECT…
And, here is The Social Lawyer Show podcast version of this blog for easy listening on your commute, while walking your dog, or even yourself…
Now, let’s continue with this week’s story about storytelling…If you really want to stand out from the crowd, then you have to connect with people on a deeper level. It’s not enough to tell people about the features of your service or all your accomplishments.Believe it or not, they really don’t care that your client service is better than the firm down the street. Or that you can get them a better settlement. Discussing the benefits your clients will receive when they hire you as their lawyer is important, but even more important, is that your clients need to believe you have a way to change and improve their lives.
Nowadays, in this crazy, competitive world you need to connect and relate your story somehow to your prospective client’s pain points. Show them that you either have experienced similar pain points, or relate a story of another you’ve worked with who had similar issues and how you resolved this. Let clients know you feel their pain, know what keeps them up at night, and that you have a way to get them back to happily bouncing out of bed in the morning. We all have a story to tell.
Here’s a simple 5-step process in order to use your story to add power and storytelling to connect in your outreach marketing:
1) Discover the personal story hidden behind your firm. Why did you start your firm? What problems are you resolving? What hurdles did you need to overcome – and how did you successfully come through on the other end.
2) Tell your story authentically and with passion. Obviously, your story needs to be a true rendition of what you personally experienced as a firm owner. If you are passionate about your story, your prospects will be passionate about your story.
3) Connect your story to your prospect’s pain points. It’s vital that your story zeroes in on the problems that your prospects are currently facing. Your story should create an immediate and lasting bond between you and your prospects.
4) Show them the solution. It’s important that once you connect to your prospect’s pain, that you immediately show them how to alleviate this pain. Show them that you have personally discovered the solution and, as a result, your problem has been solved.
5) Convince them to take action. Once you share your story, what do you want your prospects to do? Should they call your or visit a website for more information…Each time you share your story, make it incredibly easy for your prospect to take the next step.
So, on that note, if you’d like to connect with me to talk about how you can update your content to a story that builds connections, the best way to reach me is by emailing me viveca@hessconnect.com
I’ve reviewed thousands of online attorney profiles, and there are so few that have managed to actually share their unique attributes, experiences and accomplishments through a story that captures attention! And, this really relates regardless of whether your looking to connect with individuals or corporations (remember those larger businesses or corporations consist of human beings that also need a delightful break in the day by reading something other than reports, spreadsheets, and filings)…
Just these last few weeks I’ve been reading through a few hundred attorney LinkedIn summaries that are simply a resume or account of their accomplishments, and little effort to weave those accomplishments, settlements, certifications into an easy and enticing client-facing story….
Remember, all you really have is your brand and along the way we’ve all made mistakes, learn, pivot. Use these learning lessons well, be transparent and share that experience and how you got through it. This transparency will make you relatable, personable, human. I’ll be honest with you, most lawyer marketing looks the same, but it you are bold enough to share your story you will distinguish yourself from nearly all attorneys. After all, as humans we are hardwired to learn and listen through stories. The more open you are with your prospects and clients about who you are, the more comfortable they will feel opening up and sharing their story with you…
WEEKLY TIP, TOOL, TRANQUILITY FINDER…
This week I want to remind and refresh on the most important aspect of sharing your unique brand through storytelling. BE AUTHENTIC. This is key to building meaningful connections.
Your business’s story doesn’t need to be elaborate, but it does need these elements:
- A hook as an opener/attention getter (and yes, the more off the wall, curious or mysterious the better)
- A series of questions you hint at or raise for your audience, and that you eventually answer in some way
- Know your reason for sharing your story, help your audience understand what they are supposed to get out of it. I can be subtle, but it must count.
Speaking of what counts…Once you’ve shared your story and have engaged your target audience, don’t drop the ball there. It is crucial to have a follow up and nurturing structure in place so you have an opportunity to continue building this relationship.
Much of what I address, raise, or explore for you here in this blog post are all areas I teach, and together we implement through my live A3 virtual workshop, so if you are ready to implement and step your visibility, authority and position in a qualitative and authentic way, find out more here…
If this sounds like something you’d like to implement to grow your practice, email me directly: VIVECA@HESSCONNECT.COM and I will then reserve your seat to implement your customized LinkedIn Marketing Plan, all in one day!
IN THE NEXT POST…
Thanks for taking the time once again to join me and next week I’ll be talking about how to communicate, follow up, and establish nurture sequences so you have a familiar system to lean on while you continue to focus on your current clients.