Stories appeal to the right-hand side of the brain, bypassing the logical and judgemental left-hand side. We make decisions quickly and emotionally, then try to back them up rationally. Using stories in your legal pitches will give you access to that emotional decision-making centre.
As Maya Angelou said, people will forget what you say and do, but they will never forget how you make them feel. Data is hard to remember, but emotions stay with us.
That’s why Budweiser’s puppy adoption advert became the most shared of all SuperBowl ads. It tugged unashamedly at people’s heartstrings by telling a powerful story. Facts get forgotten; stories get repeated.
Within the short duration of your legal pitches, stories enable you to form a compelling, emotional connection with your prospective client.
You almost certainly already have stories you could tell about your law firm, but you might not be using them yet.
Are you still listing out your accomplishments as bullet points?
Instead, select your firm’s most impressive achievements and change the details from cold facts into unique, memorable stories. For example:
Relive the stories as you tell them. Convey the consequences of the problem your client was having and the impact of your solution.
As a result, you will connect with the prospective client on an emotional level. You’ll also show them that you solve problems like theirs, rather than just telling them you can.
If you aren’t sure what stories to use, or how to use them, we can help.
We work with law firms such as Olswang and Proskauer to help them win legal pitches. Our knowledge of the legal sector combined with our expertise in crafting narratives and coaching for persuasive pitches ensures we deliver fast, effective results.
Call Louise on 020 7193 0130 or email email@example.com to find out more.
Fundraising presentations are hard work. You're bombarded with challenging questions from investors, worn out by long days, and struggling to...
Investment decision-making is not a wholly rational process. Are you using all the tools at your disposal to create and...
Do your public speaking skills enable you to inspire, motivate and influence others? Many leaders in the corporate world are...
You could shoot to fame for all the wrong reasons if a bad media interview goes viral. Unprepared, rude or flippant comments...
Better Body Language We all know that body language is important in business. But how important? And does is really...
We all feel nervous when we talk in public. This is a good thing. If we didn’t feel nervous, then...
A weak elevator pitch is a wasted opportunity Last month I chaired the Quickfire Showcase at Berlin’s SuperReturn, the annual...
Better Media Interviews The excruciating Newsnight interview with Treasury Minister Chloe Smith this summer is just one example of how poor preparation...
“This training has contributed directly to new business – including a new FTSE100 client.”
Michelle Elstein Head of Business Development, Olswang LLP
“I can honestly say our investment in coaching has paid for itself many times over.”
Ed Coulthard CEO, Blast Films