Kelso Consulting's blog for lawyers

Successful marketing is all about storytelling... but how do you make your stories stand out?

By Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

"Successful marketing is all about storytelling" is an idea who's time has come... or a bit of a fad, depending on your perspective. Certainly the amount of articles about it seems to have risen exponentially in recent months.

It wasn't always thus. I remember an occasion some 12 years or so ago when my colleague told the CEO of a tech company that standing out and being memorable "was all about stories"... well, the blank look he got back certainly told its own story.

Once upon a timeIntuitively, lawyers know that real life stories are powerful and compelling.

At trial there is nothing more compelling than a victim's testimony, while in marketing case studies work better than brochures, testimonials are marketing gold dust, top tier press coverage brings huge credibility, and a personal recommendation puts you in pole position on proposals and may even avoid having to contest an appointment.

But with all these stories out there, how do you ensure your ones are the remembered.  This article from the March edition of Director magazine neatly provides 10 ways to dramatically improve your story telling, complete with some great examples.  Storytelling secrets of 10 great leaders.

Do read the full article on the magazine's website, while the 10 key points are listed below ... and all of them are easily applicable to sales presentations, client meetings and even your website and marketing material. 

Director magazine's 10 storytelling secrets:

  • Being passionateTop_tips_3.jpg
  • Craft your own personal legend
  • Repetition
  • Surprise
  • Focusing on challenges
  • Humour
  • Simplicity
  • The rhetorical "rule of three"
  • Strong visual images
  • Emotion over data

Good luck with working in at least one and probably a few into your next presentation, whether it is to colleagues, clients or prospects.


Topics: Marketing, Legal Marketing, Storytelling, Presentations

Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Written by Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Director of Public Relations agency Kelso Consulting. We specialise in working with B2B tech companies, management consultants, financial and professional firms to help them build business-winning reputations. We do this through award-winning PR skills and a proven approach to creating high-impact thought leadership campaigns. I am the author of The Thought Leadership Manual: