Rapidly evolving technology has led many law firms to think that marketing tools and methods hold the key to reaching their target audience, writes Jay Harrington in In a World of Tools and Technology, Story Remains the Great Equalizer in Law Firm Marketing. Because of that, lawyers tend to forget that the fundamentals of marketing are the same as they have always been, and that the connections they hope to establish depend not on the way they communicate, but on what they say:
The solution to the modern day law firm marketing dilemma lies in inviting your prospects into a story that reflects their challenges, struggles, and opportunities, and not your own.
Harrington reminds you that while technology is part of the solution, it’s not the solution. And then he walks you through the process of creating stories that engage your audience, that resonate with your reader, that lead to an emotional connection. Read it, then get writing.
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