Telling Stories to Market with Emotion
Telling Stories to Market with Emotion by Rick Skwiot (Published in Strategies - The Journal of Legal Marketing)
Telling Stories To Market
To market effectively, tell stories and sell with emotion. So said marketing maven Harry Beckwith, author of “Selling the Invisible,” in his keynote address at the recent LMA Annual Conference in Atlanta.
For law firm marketers, that means crafting dramatic narratives on your firm’s Web sites and in your marketing materials that move, motivate and connect with prospective clients. However, that’s a hard sell in a profession relatively new to marketing and historically conservative, generally presenting itself as formal, understated and unemotional.
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Authors: LMA and Rick Skwiot
Published Date: 05/01/2007
Attachment:
Telling Stories to Market with Emotion by Rick Skwiot.pdf
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