Posted by David Zimbalist on 5/03/10

More | Report Post

Perhaps you might say about your law firm:

"I offer big city talent with a small town feel." "I truly
care about each one of my clients." "This isn't just a job
for us, it's a mission."

YAWN. I don't need to explain how I came up with those
three examples -- they, and dozens like them, are all over
every law firm website out there. They tell your potential
client or referral source absolutely nothing unique about
you.

As professionals, we offer professional services. That
means we SELL professional services; and any good
salesperson understands the value of telling stories. If
the point that you want to make is "I really care about all
my clients," don't just say that because it rings hollow.
Tell a story about a client, or your upbringing, or
something that left an indelible mark on you -- a story
that by the end shows the point you want to make.

Not surprisingly, video can do this very well -- or very
badly, depending on how it's done. Email me if you'd like
to see some examples.

P.S. Want to receive my periodic marketing post?
http://www.FacesMedia.com/monthly-marketing-note

The Power of Stories, 5/03/10, by David Zimbalist.

Lawyer Marketing Chatboard

LATEST POSTS | BY TOPICS | SUBMIT A POST