Shareable content is the currency of the internet, and creating a viral video, story, or article is the visibility lottery few companies are able to win. Law firms tend to only win in comedic, slapstick way (think of the over-the-top local ads you may have seen on tv). This method may lead to a memorable name for consumers but doesn’t do much for credibility. As any advertiser knows to get people to see and remember the ad is one thing, getting them to purchase the product is another. That’s where it’s important to know your brand.
As explained by Greg Jarboe of Search Engine Journal, humor is an easy way to elicit an emotional response from a consumer. The other way to get attention is through drama and sincerity.
The Type of Story You Should Tell
As a law firm, you fight to get people what they deserve every day. If you’re a personal injury lawyer you help people get back on their feet. If you’re an immigration firm you get people working and reconnected with their families. There are few things that get internet users as teary-eyed as family reunions, especially if there was a struggle involved. DUI lawyers can focus on rehabilitation after a mistake. You get it: you stand up for the little man, let the little man help you stand taller.
How to Tell Your Story
Let the focus stay on your client. They are the star, and they’re who you focused on during their case. Have the story be strongly based on a true story, if not fully true. People respond to honest stories and honest struggle.
The Story doesn’t Have to be Universally Relatable
A very small percentage of America’s population are dogs with owners who are serving in the military. That doesn’t stop large numbers of people from crying when they watch videos of dogs reacting when their owners return from service. People connect with the feeling of reunion and relief. You, as a law firm, provide at least one of those things every time you win a case.
Keep It Simple
Your story has one goal: get people to know what you do and that you care about your clients’ stories. This means that it should follow a basic narrative arc, wrap up nicely, and leave the viewer knowing that your firm resolved the conflict. No need for b-plots or side characters.
Designing a compelling story is the oldest art known to man, but that doesn’t mean it’s easy. Emotions can be complicated and, occasionally, controversial. Ask clients for their thoughts on if they would like to be featured in one of your stories. You help people every day and it’s time you showed the world the effects of your work.
If you feel like your brand needs help with advertising or digital marketing, contact us and we can discuss your options.