How To Attract Clients Without Hard Selling

Effective Practice Growth Strategies For Intellectual Property Lawyers, By Eria Odhuba

Why Telling Stories Helps You Grow Your IP Legal Services Business

If you want people to remember the value that you bring to the relationship you have with them, then you must tell stories.

Storytelling is one of the most powerful tools you can use to communicate with prospects and clients. Many IP legal services professionals focus on the details of their services or the impact of changes in legislation on IP law, and forget about the personalisation that would get prospects more excited.

Storytelling is not difficult, and you don’t have to be funny either. Nobody expects you to start with “Once upon a time, three donkeys walked into a pub…”

This scares a lot of IP legal services professionals so they decide to stick to facts and figures which do not play on people’s emotions when they communicate.

What prospects want are stories they can relate to so that you make them feel better about choosing you for specific services that they really need.

So think about personal experiences you can share that gives prospects more information about what you have learnt and how that improves their lives. Or get customers to give stories about the pain they felt before buying from you, and the benefits they have gained as a result of working with you.

If you want to know the power of storytelling, check out Bill Clinton and Barack Obama’s biographies. You may not like their politics, but you have to acknowledge the way they personalised their communications and captured votes.

If every sales letter, email, postcard or fax you send to prospects has (or directs people) to a story, then you will find it easier to capture the conversation going on in their heads. That is the first step to gaining their trust and, ultimately, their business.

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