New York - Attorneys are divided when it comes to marketing their legal services. While many established legal practices rely on strict word-of-mouth and referrals to ensure a steady stream of clients, the majority of attorneys engage in some form of advertising.
According to the American Bar Association, in 2023 nearly 9 out of 10 attorneys said their firms on are social networks. Among the 82% of lawyers who use social media, virtually all of them (96%) are on LinkedIn.
That presents a challenge, according to Melanie Herschorn, founder and publisher with Big Impact Books. “It’s tough to get ahead doing exactly what everyone else is doing,” Herschorn says.
Herschorn is the author of Lasting Legal Impact: Write A Book That Builds Your Brand, Grows Your Practice, and Positions You As The Trusted Expert. She works with attorneys to help them grow their practice with persuasive storytelling that attracts clients and high-value opportunities.
Herschorn’s expertise as a bestselling author, celebrity publicist, award-winning journalist, and entrepreneur uniquely positions her to help attorneys leverage the power of narrative in their profession. “Examples of effective storytelling abound,” she says. “Stories can cause our brains to release chemicals that create connection and deep engagement. The stories you tell are unique to you, and this is what makes you stand out favorably in a sea of lookalikes and soundalikes.”
For attorneys who wonder if they have enough material to publish a book, Herschorn teaches Six Power Stories for Authority. These stories, combined with subject matter expertise that solves the legal problem clients are trying to solve, creates a powerful combination of authority positioning with human connection.
Here are the Six Power Stories Herschorn recommends for attorneys.
- The Origin Story. According to Herschorn, telling the story of “how you grew up, where you went to school, and why you became an attorney” create powerful human connections with prospects and clients. “Think of the immigration attorney who immigrated here as a child, the divorce attorney who has a co-parenting plan for her own children, or the criminal defense attorney who started out as a prosecutor.”
- The Practice Story. Create a narrative that explains the type of legal work the firm practices, who the firm helps, and the types of clients the firm typically works with.
- The Differentiation Story. Tell this story to show “what makes you different from other attorneys in your space, what special things you do for your clients, and how you go above and beyond,” Herschorn advises.
- The Case Study. It is perfectly acceptable to share client success stories within the bounds of confidentiality and with the appropriate “past performance no guarantee of future results” disclaimers. “Share about clients you have helped and the transformations you created,” Herschorn says. “Not just monetarily, but in quality of life. The Case Study is essentially a Before-And-After story.”
- Cautionary Tales. Negative stories have power as well, and there is plenty of material to work with. What are the consequences of not having legal representation – or hiring the wrong attorney? “Tell a story about someone who did not hire you, or went against your counsel, or went with another firm,” Herschorn says.
- Behind the Scenes. A common complaint is that attorneys have no sense of humor or seem aloof or unemotional. “Humanize your practice with stories of funny or memorable events or interactions,” says Herschorn. “A lighthearted moment with a client can relieve tension and put them at ease.”
“You can use these stories everywhere – on your website, in social media, in your marketing, in a blog post,” Herschorn says. “But turn your story into a book for maximum visibility, credibility, impact, and profit. The goal is not to sell millions of copies, but to attract million-dollar clients.”
“I have worked with Melanie for the past several months and it has been a phenomenal experience!” says author Lynsi Eastburn. “She has saved me so much time and energy, freeing me up so that I can focus on other aspects of my business and not have to tend to everything myself.”
Melanie Herschorn is a bestselling author and the founder and publisher at Big Impact Books. With a comprehensive background as a celebrity publicist, Edward R. Murrow and AP award-winning journalist, clothing designer, and entrepreneur, Herschorn supports authors in stepping into thought leadership and making a difference with their books. She is a Certified Book Publicity Professional with the Non-Fiction Authors Association and holds a master’s degree in Broadcast Journalism from the University of Southern California.
To learn more about author marketing and publishing services from Big Impact Books, or to purchase Lasting Legal Impact: Write A Book That Builds Your Brand, Grows Your Practice, and Positions You As The Trusted Expert, visit https://YourBigImpactBook.com.
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