The Atlanta Lawyer December 2016 / January 2017 | Page 28

5 Ways Attorneys Can Use Storytelling to Convert Cases Michael Mogill CEO, Crisp Video Group [email protected] With 1.3 million attorneys in the U.S. (that’s 1 for every 265 people!), the biggest challenge isn’t always faced in the courtroom, but rather in the marketing department. With hundreds of thousands of attorneys competing for the same clients, how can your firm stand out and attract more high-value cases? Your specific practice area alone won’t differentiate your firm. What can, however, is sharing your firm’s story through legal video. People hire law firms based on trust. By visually telling your story to connect with potential clients, you humanize your firm to build trust and rapport. Once that trust is built, the stage is set to turn a lead into a ence. What are their demographics, pain points, values, etc.? Once you understand your audience, you can tailor your message to communicate specific solutions to their goals and problems. Is your typical client looking for the most affordable solution to their legal problem? Or, does your client base look for the best solution? How familiar are they with the legal process? What emotions are they feeling when they call you? These things vary greatly across firms and practice areas, but once you understand your audience, you can use your unique story to appeal to them. Your “why” helps build trust with potential clients by establishing the reasons for doing what you do and communicating that through your message. Why should they hire you over every other attorney out there? In one of our legal brand videos, personal injury attorney Gregory Herrman begins with the statement, “What I’ve always wanted to do is help injured people. I feel like that’s my mission in life.” He immediately connects viewers to his story by focusing on the “why” of what he does (helping people), rather than the what (practicing personal injury law). In two sentences, he cuts to the core of his audience’s need— getting help. He establishes trust by identifying with potential clients’ problems, and emphasizes this through his “why.” Would his message be as powerful if he focused on years of experience or accolades? Perhaps it would matter to other attorneys, but likely not as much to potential clients. Connections are often driven through stories, and less through ye a r s p r a c t i c e d a n d h o n o r s achieved. Tailor your content to reflect this, and you will create video content that drives viewers to engage with your practice. consultation and then into a client. Here are 5 ways attorneys can use storytelling to attract more cases: 1. UNDERSTAND YOUR AUDIENCE The first step of any marketing strategy is understanding your audi- 28 December 2016 / January 2017 2. HIGHLIGHT YOUR “WHY” NOT YOUR “WHAT” With hundreds of thousands of attorneys offering similar services, what you do may not be enough to differentiate your law firm. Strive to communicate your unique value proposition through your “why.” 3. DRIVE AN EMOTIONAL CONNECTION The art of marketing is the interplay between the logical mind and the emotional heart. When it comes down to it, people make most of their decisions based on emotion, not logic. This is because: • Emotion requires less effort than