The Power of Storytelling in Your Legal Practice

During February's Super Bowl, sports buffs, approximately 97 million, according to news reports, witnessed not just a great game, but also a great story. The New York Giants were the underdogs, while the New England Patriots were favored to win. The underdogs won! The story, essentially of the underdogs winning, connected and resonated with millions of viewers and supporters. The game had drama, tension, conflict, beginning, middle and end. In sum, all the ingredients of a great story!

Elements of a Good Story

The ancient Greek philosopher Aristotle defined three rhetorical proofs ' pathos, ethos and logos ' that are fundamental to the art of persuasion.

Pathos is the ability to evoke in an audience or another person a desired emotional state. It is this area where audiences are receptive to speeches because they have connected with the speaker on some level.

Ethos focuses on the credibility and reputation of the communicator, his or her perceived trust and position in society.

Logos appeals to the rational reasoning mind; this is all about facts supporting the premise of the speech.

When all three of these elements cohesively work together, they inspire, motivate and persuade the audience into action.

In recent years a multitude of books such as Story: Substance, Structure, Style and Principles of Screenwriting, by Hollywood screenwriter Robert Mckee, and The Story Factor: Secrets of Influence Form the Art of Storytelling, by Annette Simons, have espoused the importance of storytelling in all commercial activity.

Robert Mckee, in a Harvard Business Review article entitled 'Storytelling That Moves People,' argues says that stories 'fulfill a profound human need to grasp the patterns of living-not merely as an intellectual exercise, but with a very personal, emotional experience.'

Writers have been stressing this factor because most business activity is about the art of persuasion, whether it's converting prospects into clients, selling the services of practice groups, gathering support for new strategic business plans or inspiring employees to do their best. All of these goals require some form of persuasion and action. At the heart of all this activity is communication. In business settings, well-constructed stories serve a multitude of functions. They inspire, convince, motivate, mentor, entertain and educate.

How Should Attorneys Connect?

So the question arises, how do attorneys when giving speeches and business presentations connect with their audience without losing themselves in legal-speak?

Facts and data have an important role to play, but when compared with storytelling, the latter is considerably more effective in establishing rapport with the audience; engaging the listener as a participant, rather than a spectator; bringing forth an open-mindedness, as witnessed in children; and, most importantly, reducing resistance and cynicism.

For law firms, often rooted in technical and legal bookish jargon, this means returning to the basics: connecting with clients, prospects and other important alliances. On a basic level, that means crafting messages for the firm's Web sites and in all other marketing materials that essentially move and motivate.

Connecting on a Human Level

At its core, this means showing and sharing emotion. This demands both generosity and vulnerability, which can be challenging for many attorneys. Paradoxically, though, by exposing fears, anxieties and shortcomings, the presenter is able to connect with the audience and bring the listener to a place of understanding, which often results in action.

In the final analysis, regardless of who your audience is, the task of the attorney/speaker is to enter the hearts of that audience, even though the information they are looking for typically lives in the brain!

This also means that you have to be credible and trustworthy to your audience. They already know you are qualified. In today's fast-paced technological world, where most of us are up to our eyeballs in information, that trust you will convey through your story renews hopes and belief that your ideas DO offer what you promise.

Power Points can have an important role to play, but don't let your technological equipment detract you from making eye contact with your audience. This is probably one of the few times they get to see you up close and personal. Your brief notes are supposed to be a guideline for your presentation or speech; they should not make you invisible to the audience. Making that eye connection is imperative.

Where to Start

When preparing for a speech, start a notebook and jot down stories from real-life situations and current events that support and inspire you. When you know have a good story, sooner or later you will find a way to weave it into a presentation. Characters in films and popular literature all help. Films such as 'Mr. Smith Goes to Washington' capture your audience's attention immediately. We know this is a film about people taking their power back.

Learn the characteristics of a good story. Review your own favorite films and books, whether it's 'Jane Eyre' or 'Citizen Kane,' and ask yourself why you like them, and what it is about them that resonates with you.

Consider the following:

• Is the story told well?
• Does the plot involve a transformation?
• Is the storyteller sincere?
• Does the story fit the occasion? Is it appropriate for your audience?
• Do the characters come alive?
• Can the audience relate to the story?
• Does the story address the issues at hand?

Analogies, anecdotes, metaphors and idioms are all storytelling methods for conveying wisdom and illustrating points. Since no two clients are alike, attorneys should reflect on some of the their current and former clients and what nuggets of information they can share with their audience.

On a practical day-to-day basis, pay more attention to personal experiences with clients. Which of their case histories, particularly war stories, especially reinforce your speech's key points? Start from the beginning of the story and move through it chronologically. When doing this make sure you answer the 'w' questions: 'Who, What, When, Why and Where.'

Conclusion

Finally, leave your audience with something to think about. This could be achieved, for instance, by recapping your main points may indeed give an audience something to ponder, but perhaps, alternatively, concluding a speech with something that's dramatic/inspiring would be even better for thought provocation? Since I'm writing about giving good presentations, I'm going to end this article with a quote from the great Roman philosopher Cicero, who said many centuries ago, 'The skill to do comes with the doing.'

Paramjit L. Mahli is with The Sun Communication Group, a boutique public relations firm, positioning law firms as thought leaders and experts in their target markets. Paramjit can be reached at [email protected] or 212-661-9137. She blogs at http://www.profitingwithpublicrelations.com.

During February's Super Bowl, sports buffs, approximately 97 million, according to news reports, witnessed not just a great game, but also a great story. The New York Giants were the underdogs, while the New England Patriots were favored to win. The underdogs won! The story, essentially of the underdogs winning, connected and resonated with millions of viewers and supporters. The game had drama, tension, conflict, beginning, middle and end. In sum, all the ingredients of a great story!

Elements of a Good Story

The ancient Greek philosopher Aristotle defined three rhetorical proofs ' pathos, ethos and logos ' that are fundamental to the art of persuasion.

Pathos is the ability to evoke in an audience or another person a desired emotional state. It is this area where audiences are receptive to speeches because they have connected with the speaker on some level.

Ethos focuses on the credibility and reputation of the communicator, his or her perceived trust and position in society.

Logos appeals to the rational reasoning mind; this is all about facts supporting the premise of the speech.

When all three of these elements cohesively work together, they inspire, motivate and persuade the audience into action.

In recent years a multitude of books such as Story: Substance, Structure, Style and Principles of Screenwriting, by Hollywood screenwriter Robert Mckee, and The Story Factor: Secrets of Influence Form the Art of Storytelling, by Annette Simons, have espoused the importance of storytelling in all commercial activity.

Robert Mckee, in a Harvard Business Review article entitled 'Storytelling That Moves People,' argues says that stories 'fulfill a profound human need to grasp the patterns of living-not merely as an intellectual exercise, but with a very personal, emotional experience.'

Writers have been stressing this factor because most business activity is about the art of persuasion, whether it's converting prospects into clients, selling the services of practice groups, gathering support for new strategic business plans or inspiring employees to do their best. All of these goals require some form of persuasion and action. At the heart of all this activity is communication. In business settings, well-constructed stories serve a multitude of functions. They inspire, convince, motivate, mentor, entertain and educate.

How Should Attorneys Connect?

So the question arises, how do attorneys when giving speeches and business presentations connect with their audience without losing themselves in legal-speak?

Facts and data have an important role to play, but when compared with storytelling, the latter is considerably more effective in establishing rapport with the audience; engaging the listener as a participant, rather than a spectator; bringing forth an open-mindedness, as witnessed in children; and, most importantly, reducing resistance and cynicism.

For law firms, often rooted in technical and legal bookish jargon, this means returning to the basics: connecting with clients, prospects and other important alliances. On a basic level, that means crafting messages for the firm's Web sites and in all other marketing materials that essentially move and motivate.

Connecting on a Human Level

At its core, this means showing and sharing emotion. This demands both generosity and vulnerability, which can be challenging for many attorneys. Paradoxically, though, by exposing fears, anxieties and shortcomings, the presenter is able to connect with the audience and bring the listener to a place of understanding, which often results in action.

In the final analysis, regardless of who your audience is, the task of the attorney/speaker is to enter the hearts of that audience, even though the information they are looking for typically lives in the brain!

This also means that you have to be credible and trustworthy to your audience. They already know you are qualified. In today's fast-paced technological world, where most of us are up to our eyeballs in information, that trust you will convey through your story renews hopes and belief that your ideas DO offer what you promise.

Power Points can have an important role to play, but don't let your technological equipment detract you from making eye contact with your audience. This is probably one of the few times they get to see you up close and personal. Your brief notes are supposed to be a guideline for your presentation or speech; they should not make you invisible to the audience. Making that eye connection is imperative.

Where to Start

When preparing for a speech, start a notebook and jot down stories from real-life situations and current events that support and inspire you. When you know have a good story, sooner or later you will find a way to weave it into a presentation. Characters in films and popular literature all help. Films such as 'Mr. Smith Goes to Washington' capture your audience's attention immediately. We know this is a film about people taking their power back.

Learn the characteristics of a good story. Review your own favorite films and books, whether it's 'Jane Eyre' or 'Citizen Kane,' and ask yourself why you like them, and what it is about them that resonates with you.

Consider the following:

• Is the story told well?
• Does the plot involve a transformation?
• Is the storyteller sincere?
• Does the story fit the occasion? Is it appropriate for your audience?
• Do the characters come alive?
• Can the audience relate to the story?
• Does the story address the issues at hand?

Analogies, anecdotes, metaphors and idioms are all storytelling methods for conveying wisdom and illustrating points. Since no two clients are alike, attorneys should reflect on some of the their current and former clients and what nuggets of information they can share with their audience.

On a practical day-to-day basis, pay more attention to personal experiences with clients. Which of their case histories, particularly war stories, especially reinforce your speech's key points? Start from the beginning of the story and move through it chronologically. When doing this make sure you answer the 'w' questions: 'Who, What, When, Why and Where.'

Conclusion

Finally, leave your audience with something to think about. This could be achieved, for instance, by recapping your main points may indeed give an audience something to ponder, but perhaps, alternatively, concluding a speech with something that's dramatic/inspiring would be even better for thought provocation? Since I'm writing about giving good presentations, I'm going to end this article with a quote from the great Roman philosopher Cicero, who said many centuries ago, 'The skill to do comes with the doing.'

Paramjit L. Mahli is with The Sun Communication Group, a boutique public relations firm, positioning law firms as thought leaders and experts in their target markets. Paramjit can be reached at [email protected] or 212-661-9137. She blogs at http://www.profitingwithpublicrelations.com.