Is ‘tell your story’ good advice?

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Who are you? How can you help me? Why should I trust you?

This is what prospective clients are thinking about you, even when you are referred to them by someone they trust.

It’s only natural. They want to know what you can do for them and what it will be like to work with you.

So, tell them. Tell your story.

Tell your story in your marketing materials. Tell your story to people who ask, “What do you do?” (My ebook, How to Sell Your Legal Services in 15 Seconds or Less shows you how to answer that question.)

So yes, it is good advice. But a word of caution:

Don’t be “that guy” or “that gal” who talks about themselves all the time.

Tell your story and be quick about it. A few sentences is usually more than enough.

Another caution: when you talk about yourself, some people may doubt you. So, do what you can to get others to tell your story, via testimonials and positive reviews.

What someone else says about you and how you helped them is much more persuasive than anything you say about yourself.

Testimonials and positive reviews aren’t the only way to do this, however. You don’t need clients to tell their stories, you can tell their stories for them.

When you write an article or blog post, when you deliver a presentation, when you speak to a prospective client or fellow professionals, tell stories about the clients you’ve helped.

Client success stories are a subtle but powerful form of marketing. Collect them and use them liberally, because while you may do the “talking,” it is the client’s story that delivers the message.

It’s not difficult to do this. In your next article or conversation, start a paragraph by saying, “I had a client who. . .” and tell their story. Describe the problem they had when they came to you, what they hired you to do, and what happened.

Tell your story. And tell client success stories.

How to Sell Your Legal Services in 15 Seconds or Less

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