There’s a simple way to get more people to read what you write, listen to and engage with your message, and contact you to learn more.
But most lawyers don’t do it. Or do it enough.
Most lawyers do a good job of presenting facts and logic, and that’s certainly important, but you can’t rely on the left side of a reader’s brain when you want to persuade them to do something. For that, you want to stimulate the right side of their brain, i.e., their emotions.
The best way to do this is to tell stories.
Tell them about someone they can relate to and what happened to them. A client, a friend, someone you heard about, or even yourself. Tell them in your articles, blog posts, emails, and presentations. Tell them when you’re talking to them on the phone or in your office.
If you want bring in more clients and keep your clients coming back, if you want your clients talking about what you do to their friends or business contacts, include stories in everything you write or say.
Stories dramatize the facts and make readers feel the fear or other emotions of your “characters”.
Facts tell but stories sell.
Besides making the logical case for hiring you or following your advice, tell your reader or listener about people who did or didn’t follow that advice.
The best stories involve people who are “like” your audience, with a similar background or circumstances. You want clients and prospect to see that the people in your stories are “just like them”.
Stories don’t need to be lengthy. A brief anecdote or mention is often enough. Neither do stories need to be overly dramatic. You can use irony or satire or a bit of fun to make your case.
Clients and prospects often want to do what you’re telling them and are just looking for an excuse to do it. A simple story with a happy ending is often enough to give them that excuse.
