I dislike lawyers. I really do. I can say this in spite of the fact that my three best friends are lawyers. It has taken me some time, but I can grudgingly admit that maybe not all lawyers are evil.
I came across an article in the AJC that was actually a nice, inspiring story about a former lawyer who decided he wanted to make an impact on kids’ lives and made a career transition to teaching. In his previous profession, this man used to “tell stories” to try to keep prisoners off of death row. He realized that judges need to see each client as a human so he changed his communication strategy to telling humane stories instead of just spouting legal jargon, which was boring his audience. So instead he talked about how one of his clients served in the Army or how another client had suffered wrongdoings earlier in his life. Let’s forget for a second the victims and their family members who may have suffered at the hands of these criminals who were now getting off easier due to the finesse of this lawyer. This story is not about that and it does seem like Mr. former lawyer is more than making up for it.
This storytelling method he used actually succeeded in helping some of his clients and just goes to show how important targeting your message is to the correct audience. It applies to all small businesses and entrepreneurs. If your audience isn’t responding, change your communication tone and message and it just may prove effective.