If you're a lawyer, you should know something about persuasion. In fact, it's essential to your job. You persuade judges. You persuade jurors. You persuade other lawyers. You persuade your clients. And you persuade potential clients to hire you. And one of the best ways to persuade is through story.
Storytelling has been around longer than writing. However, the web is making effective storytelling much more doable. Popular tools like YouTube, Instagram, Slideshare and even Vine, provide business owners new ways to tell their stories online. But using these tools for effective storytelling takes more than setting up a profile and posting your heart out.
You see, like everything else, storytelling is a skill. Some people are more innately adept at it. Others have to work at it. If you're a trial lawyer, you're probably already very familiar with some of the most basic components of effective storytelling.
But when it comes to effective online storytelling, it seems that most lawyers are missing the mark. Here are a couple quick things to think about when telling your story:
I recently came across this brief introduction to using storytelling from Bianca Cawthorne:
While not everything in there is applicable to lawyers, I think there are some valuable takeaways.
On April 22, 2025, Google sent an email updating Local Services Ads Additional Terms for Providers: Subject: Action required: important updates to Local Service Ads Additional Terms Many people are arguing that lawyers cannot participate in Local Services Ads, as this would constitute a per se violation of the Rules of Professional Conduct related to […]
Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. […]
As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But here’s the kicker: instead of keeping users within its ecosystem, […]
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I'm grateful for my friend, Charley Mann of Law firm Alchemy. If you're a lawyer, subscribe to his Free Email List. In a recent email, Charley calls out bad guru advice on hiring: "Trying to execute a major SEO improvement? You need to find people who will help you, instead of trying to DIY it […]
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Meh, links! All things being equal, links still tend to move the dial more than any other factor in legal SERPs. Maybe links are having a diminishing impact internet-wide. But in my experience, quality links, especially relevant links (both topically and geographically), tend to improve law firm visibility in search more than most everything else. […]
When you think of "marketing," what's the first thing that comes to mind? Ads? SEO? Social Media? What about: Helping others?Taking the lead? Rallying around your community? Need an example? Learn from Bart Siniard at Siniard Law Injury Attorneys efforts to help rebuild Mary's Pit BBQ. These efforts aren't about marketing. They're about supporting a […]
