I remember my eighth grade history teacher, Mr. Fourgis, these many decades later, because he did something most history teachers don’t do or don’t do well. Most teachers talk about the facts and recite the dates looking backward through time. They talk about history. Mr. Fourgis talked about the historical figures as though he knew them.
He told us what they did, how they felt about their decisions, and how they felt about what happened. We heard about their fears and struggles and their hard-fought victories. Sitting in Mr. Fourgis’ class was like sitting in a movie theater and watching history in real time.
The difference, the reason I still remember him and am telling you about him today, is that he didn’t just tell us the facts about long-deceased figures with powdered wigs and long coats. He told us stories about people as though they were still alive.
Facts tell but stories sell. Which is why you should tell more stories in your marketing.
Don’t just tell prospective clients about your services, tell them what those services have done for real clients. What problems did they have and how did they feel about those problems? Describe their pain and desires, what you did to help them, and how they felt about what you did.
Tell stories about cases and clients they might relate to or at least find interesting, stories that illustrate what you do and how your clients are better off when you do it.
The facts are important, but stories make prospective clients feel something. That emotional experience is what makes them pay attention to you and hire you. And maybe tell others about you, decades later.
One more thing. Unlike a history class, you were there. You witnessed some of what happened and were instrumental in creating a better outcome. So, when you tell client stories, remember to talk about yourself.
Your story is an important part of their story.
Subscribe to the Attorney Marketing Letter. It’s free
