According to Joe Lazauskas, co-author of The Storytelling Edge, “...human beings are programmed for stories.” He goes on to discuss the critical ways we use storytelling throughout history. Even before written language, people used storytelling to help find food, negotiate, and form relationships. Neuroscience shows that your brain “lights up” when it encounters a story, especially a really good story. That’s why story-driven marketing can be incredibly effective. Our brains are wired for stories! Here are a few ways you can use storytelling in marketing to connect with your audience, deepen relationships, attract prospective new team members, and help your clients envision reaching their goals with your firm.

The Basics

What should your favorite movie have in common with your marketing? The typical rules of narrative storytelling apply to both! First, consider your audience. Even if you are a B2B service provider, your clients are still people, so don’t shy away from eliciting emotion--or even infusing humor! Then, begin with the end in mind- what is the principle you are trying to get across with your story? Next, define a clear beginning, middle and end. Make sure the main character (client) experiences a change, they should be different at the end than at the beginning. Also, make sure there is a central conflict. What is the problem, obstacle, challenge or issue preventing them from achieving their goal? Just remember, the client is the hero of the story, and you’re the fairy godperson transforming pumpkins into carriages and rags into couture. So, don’t be shy when it comes time to talk about what your firm can do.

Got it? Now here are ways you can use storytelling in your marketing:

Case Studies

Case studies have many applications. Share them on your website, sales materials, ebooks and in other educational assets. If ‘case studies’ conjures images of research assistants crunching numbers and drawing tables, you can let that go. It’s easier than it sounds! Your case studies do not need to be a multi page term paper to make an impact. Tell the story of a client who approached you with a problem or need (pick one that you are really good at addressing), and how you helped them solve it. A good case study can be really simple. What was the client’s need, what was your solution, and finally, how did the client benefit? 

Vignettes

The main difference between a case study and a vignette is tone. Case studies are a bit more direct, clear and to the point. A vignette can be a bit more casual, and likely will be shorter. No need for too much backstory, you can jump right to the action. Vignettes can be really useful ways to add color and illustrate a point in blog posts and conversations. Your firm likely is approached to solve similar needs (and maybe even encounters similar obstacles in your sales process) time and again. This is also true in the recruiting process. Having a few good stories to turn to can help the client envision themselves where they want to be with the help of your firm. Practice telling your stories so you can bring them up or insert them in your writing with an easeful quality.

Testimonials

The only thing better than hearing about your capabilities from you, is hearing it from your clients! Testimonials can live on your website, within sales materials, or by connecting prospects with a trusted referral partner. Don’t include just any positive review on your website. Remember, you are trying to tell a story. If you’re trying to get across the strength of the relationship you have with your clients, “Smith & Smith Law Firm is the best in town! They really get us.” is not going to be as meaningful as, “The lawyers at Smith & Smith are integral to our success. Over the course of our long term partnership, I have turned to them for help in my darkest hour and to help with my biggest life goals. They have helped guide many key decisions and they always put our best interest front and center.” Admittedly, sometimes testimonials are long and boring. Sometimes asking a client for just two words to describe you or using graphic design to elevate keywords can transform a quote from something that gets scrolled past to a must read!

Bios

Bios, short for BIOGRAPHY--A story of a person’s life. So why have they become these boring mechanical longform resumes?  Thanks to the internet, anyone can look you up online and find out where you went to school, associations and where you used to work. How does that give a prospect the sense of what it would be like to work with you? Infuse some humanity and personality with your storytelling tools. If your firm has the capability, consider doing short video bios where team members can introduce themselves, and convey their experience and passion with vignettes 

Social Media

Users are on social media to connect, so this is a place where your storytelling can really thrive. No matter what platform you’re on, images and video take center stage. Take what we already discussed about storytelling and apply it to your videos, images and posts. For example if you’re using social media in your recruitment strategy, an image of someone smiling and standing in the lobby may not tell a viewer what it’s like to work at your firm. Why not interview them? Tell the story of why they chose your firm and how they feel about working there now. Create an image carousel or shoot a video to bring your story to life.

Conclusion

Feeling inspired? Now is the time to pick up your proverbial pencil and start drafting your own happily ever afters. Looking for your own fairy godperson? Let’s talk about how stories can bring your marketing to life. Contact me today!