Building trust with potential clients through story.

3. SHOCKER / SPOILER:
Website traffic means NOTHING if your
site doesn’t make a potential client
want to pick up the phone and call
you...

4. People trust PEOPLE
(photo of home page with attorney on the front;
maybe adam diamond or someone who has a nice
looking above the fold photo? OR ideally a female
lawyer if you can find a good one…)

5. People remember STORIES
As the daughter of a Louisiana rice farmer, I know first-hand how important natural resources are to our legacy and
livelihood.
I also know there are a lot of people out there who don’t care.
In their eyes, the destruction of our groundwater, topsoil, and everything in between is collateral damage in the wake
of multibillion dollar business ventures…
but for Acadians, their actions are lasting and painful in more ways than one.
- Environmental Attorney

6. EMPATHY: They want to know that you really
understand and empathize with their problem
The unsettling truth: 52% of all California employers will face employment-related claims.
Most of them are completely illegitimate.
I understand how unfair and infuriating this can be for someone who has worked hard to build a successful
business, only to have opportunistic former employees attempt to take them down.
That’s why my practice is focused exclusively on helping California employers get these cases dismissed – so
they can move forward and get back to work.
-Employer Defense Attorney

7. AUTHORITY: They need to know that you have
solved problems like theirs before, and feel confident
you can help them too.
I’ve spent the past 15 years working in diverse areas of the music industry…
I’ve helped musicians plan releases, break into new countries, get song placements
in tv and film, sign endorsement deals, connect with co-writers and producers, grow
their fan base, and build long-lasting success.
And I’d like to help you too.
- Entertainment Attorney

8. Your story should include:
1. Who you are and why you do what you do
2. Empathy for what your client is going through
3. Authoritative proof that you can solve their problems
4. What their lives will look like after you’ve solved that problem
5. How they can work with you

9. Your potential clients want to hire the BEST attorney
for their SPECIFIC problem.
“A Jack of all trades is a master of none.”
S

10. Examples of Niche Law Firms:
(photo grid of 4 sites including Jet Stream, CCLaw, Lisa Sherman, Dani)

11. Don’t just tell them YOUR story.
Tell them THEIR story.

12. MyStoryBrand.com

13. Free Tool: MyStoryBrand.com
Log into mystorybrand.com as me
and start a new one and just
screnshot the middle part (not the
sidebar on the left with client
names)