Boston: Unleashing Creativity and The Power of the Story to Grow Markets Program Recap

By Victoria Kaulins

On February 15, members of LMA Boston gathered at Brown Rudnick LLP in downtown Boston for its February luncheon program, “Unleashing Creativity and The Power of the Story to Grow Markets,” presented by Chuck Goldstone.

Mr. Goldstone provided insight on how to use creativity and storytelling to convey your firm’s message. He opened the program by sharing that at the core of every successful business is how well you can talk about what you do. He explained that as marketers, we are our organization’s story.

The fundamental question you must answer in order to be successful: “What do you do?”

  • The reason messages do not land or adhere is because the message does not fit the audience needs, it is not relevant, or sounds like everyone else.
  • Marketers must be able to communicate internally and externally.
  • You want people to say, “Tell me more.”
  • Simplistic way to communicate involves 3 steps:
    1. Listen – “If you listen to your audience, they will always tell you how to sell them.”
    2. Your audience needs to like you.
    3. Do – what is it you want your audience to do?

Mr. Goldstone stressed the importance of storytelling and explained why it is necessary to succeed in today’s competitive environment.

  • Stories engage us.
  • He defined a story as a narrative with an emotional link.
  • Through storytelling, a business, especially a law firm, can define a unique persona and link it to their target audience.

15 Best Practices and Important Takeaways

  1. Make it a story. But most importantly, make it their story. It’s not what we do, but how we can help them.
    • Start by looking at their problem, need, pain, or fear then make them feel.
    • Your audience needs to think about the consequences of your services.
  2. Know your audience.
    • Do not assume. “One size doesn’t fit all.”
  3. The Big Picture First.
    • Do not be too detailed. Make sure you express the fundamental thing that your firm does. 
  4. Focus on what you're like, and then why you're different. 
  5. Do not say too much too soon.
    • Do not be afraid that you are saying too little. As long as your audience is engaged, they will ask questions.
    • Cognitive Load Theory tells us that we remember only 5-9 things at a time. Therefore, be sure to layer information so your audience remembers the important details.
  6. Tell a real story/narrative – you want your audience to insert themselves emotionally.
  7. Just because you say it, does not mean it’s heard.
  8. Be memorable.
    • Leave people with an image, thought, and a story.
  9. Always have a story.
  10. Collect and share institutional stories.
  11. Telling is also about listening.
  12. Remember, they are buying you.
    • Make sure you have a balance between you (i.e. personality, appearance, etc.) and the information.
  13. Exploit the Q&A.
    • Determine what is important or what your audience took away.
    • Anticipate questions.
    • Lay the seeds for questions.
  14. Share your passion.
  15. Make everyone in your organization a storyteller.
    • Make them comfortable being storytellers.
    • Teach your attorneys these tools.
    • As marketers, we need to be the catalyst.

Chuck Goldstone left us with a final thought... Our stories need to be engaging, capture attention, be clear, memorable, and drive action. As marketers, we are able to change the way individuals think and pave the way to change and better results.



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