Storytelling in Law Firm Marketing

In the age of the web and social media, it isn’t enough to give customers the standard “you-should-hire-me-because-I’m-a-good-lawyer” sales pitch and call it a day. When you’re marketing your law firm, you aren’t just pitching your services. You’re also selling your brand, the unique personality of your law firm, and you as a lawyer. You want to capture the attention of potential clients and make them wish you were on their side. One way to do this is by telling a story.

Why Leverage Storytelling in Your Marketing?

People remember stories. With the help of a good story, you can develop a lasting, trusting relationship with your audience that is more likely to develop into a professional, working relationship. By accomplishing that level of trust and authenticity in your marketing, you capture the attention of potential clients and grow your law practice in the process.

What is a Story?

It seems like an elementary question, but it’s worth going over what differentiates a story from any other piece of marketing material. A story has a distinct beginning, middle, and end. It presents a conflict that the protagonists must push through in order to grow as characters.

In the context of marketing your legal services, the ultimate goal of your storytelling is usually to sell your services, but your stories should not read like sales pitches. In the end, your audience values authenticity over anything else, and you’ll win points for spending time and resources trying to establish a relationship with potential clients before demanding they give you their money.

As with all marketing, you should keep your audience in mind. Show empathy for the legal problems that your target audience is facing. When you create content, ask yourself what they want and need rather than focusing on what you have to offer. Where do these demands and services intersect, and what story emerges?

How to Tell Stories In Your Legal Marketing

You get to be creative and have fun with it when you’re coming up with a story for your law firm. You can write a story profiling the lawyers in your law firm, the spirit of the space, and the things that happen there. Write about the huge legal victory your lawyers spent months working towards, or the time your office took on a new lawyer. Write about why she got into law.

In short, let potential customers get to know you as people. Talk about your founding. Write lawyer bios that highlight your quirks and passion for law. What got you into law, and how can you relate that back to what your audience is looking for in an attorney?

Client testimonials can be hugely important to keep on your website, and they work even better when accompanied with video, infographic, or other great visuals. Case studies can also be a valuable marketing tool, but use them wisely so as not to violate client confidentiality.

Add emotion – what’s it like to be convicted of something you didn’t do? How does it feel to find a great attorney to stand by your side through that scary trial? Take a famous case, or make up a hypothetical scenario, and dramatize it as a way of explaining the nuances of a certain law.

Whatever your tone is, make sure it’s consistent. Maybe it’s somber but reassuring. Maybe it’s cheerful and confident. Maybe it’s hilarious. But it shouldn’t be all those things at once.

Check out more tips for using content marketing for lawyers.


Maya Martin

Maya Martin

Maya Martin is a content writer at Paramaya Web Consulting and a student at Agnes Scott College in Decatur, GA.

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