You may have heard about “visual storytelling” before – but how and what does it have to do with your law practice? Visual storytelling is a clear and visual description of stories, beliefs or ideas that are shown through emotions and insights.

Storytelling your business is one of the most effective marketing tools. Through storytelling, you are connecting with past, present and future clients by visually telling them a story or experience to build trust and rapport. Trust can lead to consultations, free trials, referrals, and even becoming a client.

The practice of law is the business of persuasion, and storytelling is the most effective means of persuading. A credible lawyer capable of telling a well-reasoned story that moves the listener will always beat the lawyer who cannot.

Before you can tell your story, you will want to consider the following:
– Who your target audience is and their challenges so you can relate to them in a way that is meaningful
– Discover something that is unique to you and your firm – why would they want to choose you over another law firm?
– Think about a meaningful experience that you can share and pass on to prospects, clients, or past clients
– Collect testimonials about you and your law practice

By understanding your audience, you are sharing your story, a challenge or a solution in a way that makes sense to them. They understand where you are coming from, why you founded or joined the firm, and how you can help them in a way that is memorable and makes sense. This story can be shared through a video, social media post, email, webinars, or face-to-face.

How do you differentiate yourself from other law firms? What do you offer that is unique? Here at Atticus, we are a legal coaching firm that prioritizes a great practice and a great life. Building a great practice is more than just legal skills. It’s using your business skills to move your law practice forward – all while balancing your practice and doing the things you enjoy. Atticus is named after Atticus Finch in “To Kill a Mockingbird” – a courageous lawyer who used storytelling, empathy, and powerful actions and words to sway his audience – even when all odds were against him. Atticus Finch was an extraordinary lawyer and devoted family man who was a pillar in his community.

Think about a meaningful experience that you can share and pass on to your potential clients. How did you get to where you are? Who helped you along the way? Did you go through a situation that your clients are going through? How did you solve the problem? What provided you with hope or courage?

Testimonials have always been a great way to establish trust. If you have the opportunity to share a positive review, or have a client share a video testimonial, you can use those to build credibility and confidence.

• 93% of consumers read online reviews before making a purchase.
• 58% of consumers would be ready to pay more or travel further to visit companies with good reviews.
• 62% of consumers are more likely to purchase if they see photos and videos of other customers.
• 2 out of 3 consumers say they’re more likely to make a purchase after watching a testimonial video.
• When you replace your landing page reviews with video testimonials, your conversion rate can increase by 80%.

You can read more about 2022 online review statistics HERE.

Good stories are memorable. By using pain points, emotion, problem solving, and education, you can tell a powerful story that the client won’t forget. When they are in need of your services, you want to be top-of-mind. Humanize your law firm through storytelling and see how your customers respond.

• Author Details

Abbie Guerrero

Abbie Guerrero

Assistant Marketing Manager/Resource Advisor

Abbie joined the Atticus team in 2021 with more than a decade of digital marketing experience. She is results driven and has an extensive background in content creation, lead generation, understanding the customer development process, solving problems, and advertising. She is an expert at building relationships and sets high quality expectations. She loves to set and exceed personal and professional goals.

Abbie is currently the Resource Advisor for Atticus livestream webinars and workshops. In addition to her Resource Advisor role, she is the Assistant Marketing Manager. In this role she leads the strategy for digital marketing, creates content for weekly newsletters, all advertising campaigns and executes many ad hoc marketing projects.

Abbie has her bachelor’s degree in Marketing from Utah Valley University. She is a blogger and published author and enjoys spending time with her family in both Utah and California.