Storytelling has become a core element of professional brand and branding. And storytelling, we often hear, involves some element of the personal, even if we’re trying to be professional.
“Be vulnerable” has become conventional wisdom. It seems like every day someone’s telling us, “Make sure you come across as human,” or, “They want to believe there’s a real person behind your website.”
[Read more…] about How Your Personal Story Supports Your Professional Brand
Whenever I send out a broadcast with a strong sales message, I’ve learned not to worry when someone opts out. That’s because when some subscribers feel so strongly that they leave the list, I get sales.
The very thing that drives some people to walk away is often exactly what attracts others with equal strength.
That’s why many marketers find they get more clients from their tribe when they write edgy copy. That’s what we call copy that sorts your audience into those who join your tribe from those who walk away. [Read more…] about Why You Get More Clients When Some Prospects Walk Away
Lawyer marketing can be especially challenging because lawyers (at least the ones I’ve worked with) genuinely care about their clients. They want to show how they can help yet still come across as totally professional and ethical.
Additionally, lawyers (like many other service professionals) aren’t always at home in the world of online marketing. So they feel unsure about what to expect. [Read more…] about 7 Questions Most Lawyers Ask About Website Marketing