Yesterday, I said that being boring isn’t necessarily a bad thing for a lawyer. Having a sober and level-headed countenance suggests that you know what you’re doing and are confident in your ability to help people.
But while you might be boring, there’s no excuse for having a boring message.
If your articles, blog posts, and presentations are boring, people aren’t going to read or listen, and if they don’t do that, they’re not going to act on them. From your headline or title all the way to call to action, your content must grab the reader by the collar and keep them engaged. It doesn’t necessarily have to be exciting but it can never be dull.
There are many ways to put life and energy into your writing and presentations. One of the simplest is to put people in your content.
Your written and spoken content should include stories about your clients and cases. Illustrate your points by talking about people you have observed or heard about. Provide quotes from experts and other people who have something interesting to say.
In a way, your content should resemble an appellate opinion. Present the facts and the outcome, of course, but drape the facts on the shoulders of real people.
Write a blog post about your client’s business or cause. Interview a colleague about their work or their life. Tell success stories about clients who had problems, hired you, and had a successful outcome.
It is often said that, “facts tell, but stories sell,” and it’s true. Stories sell because they have people in them.