Use your story to differentiate yourself and show how you bring in big wins for your clients.
You’ve probably been told to be sure your colors, fonts, and graphic symbols need to be consistent. So you choose a color palette, an image style, a set of fonts, and more.
If you go deeper you won’t just choose the visual components. You’ll ask, “Are my choices consistent with my brand?”
For example, if you want to be known for excitement and intrigue, would you want to use pastel colors?
Anita was a lawyer who needed some online content to build her practice. She helped clients collect overdue loan payments and also, taking the other side, defend themselves from illegal collection practices.
Looking for inspiration, she explored websites designed for spas and fashion — businesses targeting women in a playful, feminine way. Those websites appealed to her as a customer.
She needed to switch gears to ask, “What are my clients looking for?”
She knew the answer: They sought a tough, tenacious advocate who would fearlessly confront angry opponents who used bullying and intimidation tactics.
Anita needed an authoritative, confident website. Her clients were less concerned with her femininity than with her ability to win cases.
Her copy needed to communicate her strength and commitment. Her voice would be authoritative but not arrogant…although in her case it might be okay to err on the side of arrogance.
Anita needed a story that would demonstrate her mental toughness…someone ready to go forth and do battle as a Passionate Advocate.
Unfortunately, her marketing consultant encouraged her to share a story about her own struggles, her doubts, and her mistakes.
Anita’s clients don’t want to see her as vulnerable. They want to hire someone who will win cases.
A Stronger Example From Another Lawyer
Judy, a criminal defense lawyer. got a call from Richard, a bank officer. Richard had just received a surprise visit from federal investigators. He wasn’t concerned. He knew he was innocent.
Fortunately, Richard’s girlfriend wasn’t so sure. She immediately told Richard, “Get a lawyer — now.”
Judy began working with government officials to find out why they were visiting Richard. She made calls to insiders on her contact list, so she could identify exactly how the investigation got started. What tipped them off? How far along were they? Were they committed to action or was there room for negotiation?
Once she had this information, she knew exactly how to make a convincing case that would encourage the officials to move on. She could demonstrate that they were wasting their time with Richard.
“It’s absolutely critical to avoid getting indicted,” Judy explains when she tells the story. “If you can get to the investigators early, you avoid a lot of misery — not to mention legal fees.”
Judy’s story works on several levels. She shows what she does. She lets her audience know when they might need a lawyer. She shows the importance of choosing a lawyer who’s experienced and who knows the ropes.
She could use this story at networking meetings, in blog posts, and even as an introduction to a speech.
It’s a model branding story for an independent professional.
I’m Cathy Goodwin, an independent brand strategist, copywriter and storyteller. I’ve developed a special blend of storytelling and copywriter to help my clients conquer their most challenging marketing problems. Check out my website at CathyGoodwin.com and download my free guide to marketing with stories.
A lot of independent professionals report they’re nervous about promoting themselves. This short affordable course helps you develop your personal brand by telling stories — and avoid sabotaging yourself with Fear of Bragging. Click here to learn more.
Originally published at https://cathygoodwin.com.