Does your firm have a story? Do you have a personal story?

People connect with stories more than anything else, so it is important for you to make sure you cultivate a story about yourself and your practice that connects with your potential clients.

There must be more of a focus on "why" you are in this field of practice as opposed to "how" you are in this field. Inside your digital assets such as your website, Facebook page, YouTube page, etc., this story has to be compelling, consistent and captivating.

Remember - people buy based on emotion and justify it with logic. Clients will retain you as their attorney based on the emotion you can evoke in them - whether it is pain or pleasure - and they will justify that decision based on the math inside of the money you can save them or the life changes you can affect by helping them.

When it comes to telling your story, practice makes perfect and emotion rules.

How can you cultivate your story to be more compelling, consistent and captivating to your audience, both within the digital and offline space?