Use a Story to Grab Your Reader

Once upon a time; it was a dark and stormy night; the cell was 8 feet by 10 feet--these are opening lines to a story--lines the writer hopes will keep you reading on. Since the beginning of time, stories have been used to entertain,
teach lessons and pass on the values of a culture.

Today, businesses and professionals use stories to connect with their audience. Readers appreciate a story that can make complex laws or court decisions understandable and relatable. Simply stating the facts of the matter loses readers, but stories with characters with identifiable problems engage more of the brain and keep the reader on the page.

Why use stories?

• Stories can simplify complicated issues.
• A story helps consumers adopt a new idea.
• Stories make concepts memorable.
• A story can inspire consumers to act.

What makes a good story?

Here’s where the realm of fiction comes to aid of the world of non-fiction.

Each story has a beginning, a middle and an end. The main character is challenged in the beginning, tested in the middle and solves the problem in the end. Assume your article is about how consumers find lawyers. You could start with Candy Consumer staring at her computer, trying to decide what search terms to put in the Google search box. She types in some words and soon is on her way. The story gives a background for you to move into a discussion of how to find a lawyer on the Internet.

In the world of the law, all cases start with the facts, the story or problem the client brings to you. You take those facts and search the law to find resolutions to the client’s problems.

For example, perhaps many of your clients ask about Wills and Powers of Attorney. So, when you write a new blog post for your website, create a fictional couple in their late 50’s with grown children who want to know the difference between a will and powers of attorney. You have set up the problem using a story format, now you can define a will and a power of attorney in general terms thereby helping readers to understand what they are and when each is used.

Not all blog posts need to start with a story, however, every once in a while give it a try. Stories can build trust around the writer, draw the reader in, making them willing to learn a little law and motivate a consumer to contact you.

What is Your Brand of Lawyering?

The other night Geoffrey Feiger and Sam Bernstein both ran ads on the evening television. Feiger stressed the fight; “you don’t want Geoffrey Feiger across from you in the courtroom.” Bernstein was more about our family helping your family.

Both are personal injury firms, however, the difference in branding is clearly apparent. Both offer large awards—Feiger through aggressive confrontation; Bernstein portrays a calm, tough litigation style.

Their marketing approach supports their brand. Feiger emphases the battle—clients expect a fight. The Feiger Law Firm font, colors and style are harsh, tough, confrontational. Bernstein, on the other hand, uses warm colors, pictures of the family and the message is clients are family and we’re here to help.

Branding

Branding is the cornerstone of your practice. It is the framework, the basis of all your marketing decisions and the way you communicate your values as a lawyer. It tells consumers what you are and how you practice law. And, if they like what you are and how you practice, they will hire you and refer others to your door. Your particular brand is what pulls people to you.

Branding v Reputation

Brand is not the same as reputation. Brand focuses on what type of service the firm promises to its clients. The brand is how the customer differentiates your service from that of another firm. Your brand helps communicate that your firm’s services are uniquely qualified to meet a client’s needs. Its strength depends on how well you fulfill your promise to your clients over time.

Reputation is a concept that focuses on the credibility and respect your firm has with employees, other lawyers, the community as well as customers. Your reputation is affected by your financial performance, management skills, treatment of employees and handling of ethical issues. A strong reputation is important because you depend on the goodwill of the local community in which you operate to be successful.

Consistency protects brands

To protect your brand, it’s important to be consistent. Successful law firm brands will be those that provide a consistent client experience. Law firms also need to be consistent in the physical expression of their brand such as using the same colors, logo, imagery and promotional language over a period of time so as to be easily recognizable to their present and future clients. Placing the firm name or using the wrong words in the wrong place can damage the firm image. An elder law firm would not use the same images or words as a litigation firm. Brand consistency is a factor in achieving recognition.

How do I find my brand?

Spend some quiet time thinking and you will discover your brand. A brand that will complement your marketing strategy, reflect who you are and be consistent in how the firm is perceived. The right brand is the foundation of a successful practice. It will resonate with your target clients. Be sure to understand and protect yours.