Storytelling is a powerful tool. It gives us the ability to reach out and connect through words, creating content that connects to clients. But you don’t have to be a writer – or even love writing – to become a good storyteller.
Why should lawyers use stories and storytelling techniques in their content marketing? It turns out, researchers have found that most decision-making, including in business, is driven by our emotions. We like to believe we are logical, but in reality, we use data and facts to post-rationalize the decisions our emotions have already driven us to make.