We have all read about the importance of telling a good story as part of any trial strategy, whether in an opening statement or a closing argument, but what about in our own personal marketing or when promoting our law firm? Yes, you have the 60 second elevator speech that you can use, but what about a story that informs others about what you can do for your clients or what your law firm is capable of doing for its clients?
I recently read a Wall Street Journal article by Susan Credle, global chief creative officer for FCB, one of the largest advertising agency networks. In the article, Credle says “data and technology dominate the conversations.” There is creativity but it is often formulaic. Credle laments the absence of “bright moments when someone creates a piece of work that captures our imaginations and our hearts.” Credle’s theory is that the advertising industry has “forgotten that first and foremost we need to be storytellers.” She says the best in their industry are “relentless storytellers” whose brands are purpose-driven and whose stories are authentic. The story is told and retold, over and over again, in “new, surprising and creative ways.” As Credle notes, this storytelling is an investment, and with each new investment, “the brand becomes more valuable.”
Credle encourages others to seize the opportunity, even the responsibility, “to create famous, lasting brand stories.” She asks if we are dreaming big enough, if we are walking away from what could be some legendary stories. Credle concludes “It is about a relentless and lasting commitment to a brand’s story, and the elation of waking up every day with an opportunity to help write the next chapter.”
Credle’s premise is that our stories create the most valuable brands. Have you thought about what stories you can tell? Can you write a story about your practice that is memorable and effective? I have been inspired by Susan Credle’s emphasis on storytelling. So, I am going to work on some of my stories. I think I will start with the story of how I decided to become a lawyer.
Until next time . . . .