Given the challenges that business has faced the world over in the past year has revolved around an obscure virus that has ravaged most aspects of daily life, it is unsurprising that many firms in the legal industry are looking at their communications effort in 2021 for the type of “cut-through” that will elevate key messaging related to their service offering and brand identity across a multiple of practices.
In the U.S. for example, Martindale Statista reports that almost a third of lawyers believe generating new business is their biggest challenge for the coming year thus making the new communications effort critical. It would be an anomaly if the APAC region didn’t find this a challenge too. So, what can law firms in 2021 do differently? There are a number of initiatives that could be recommended that practices should adopt that aren’t typically used at present. Human-related stories, for example, help the interested reader identify with the firm’s brand. Prospective clients don’t just want to know what you say you can do, but they want to know who you’ve helped and why. Singing from the rooftops about this is a positive thing that helps to build equity between you and those you want to help.
“There are a number of initiatives that could be recommended that practices should adopt that aren’t typically used at present. Human-related stories, for example, help the interested reader identify with the firm’s brand. Prospective clients don’t just want to know what you say you can do, but they want to know who you’ve helped and why.”
Similarly, rather than talking about “we could” or “we can,” the narrative instead should relate to how our employment and HR practice has helped its clients navigate through a really tough year; how we’ve represented M&A clients through complex cases and which partners have demonstrated particular expertise in winning challenging arbitration disputes. Direct and relatable examples help the reader to connect with you and what you offer. It offers a window into imagining outcomes – albeit successful ones – and can help lay the ground for what may be a significant and life-defining process.
Clio’s Legal Technology Trends for 2021 report outlines two key trends this year that will focus on data and the use of digital products. In addition to human stories and relatable case studies, the thirst for what is read today has to be backed up by core data to define a narrative or paint a picture. The more data that is shared, the more “cut-through” one’s content will have thus helping form that compelling differentiator that most law firms will pursue over the coming year. Demonstrating that you’re ahead of the game when, for example, you talk about the adoption and use of digital interfaces when dealing with government agencies, or demonstrating advanced knowledge in existing tech tools, shows current and prospective clients that you possess a belief in pursuing superior internal and external engagement.
Painting a narrative can be done in other ways such as showing the market who you are. Profiling members of your practice from associate level through to senior partner is a great way of putting a human face on your organisation and drawing the reader further into your business. Not only that, but people generally like to read about other people. This includes people like them and perhaps people like their friends and colleagues.
Finally, interacting with your audience by asking them what they think may sound simplistic but can be the type of effective tactic that enables the cut-through you’re looking for. Sending out surveys, social media polls and requests for opinions on certain topics helps with engagement and can captivate an audience over time which leads to repeat visitors to your pages creating a habitual and loyal following.
Robert John Tasker is associate director for APAC Operations at Within International in Hong Kong. Robert has worked across the globe in four different markets serving industry-defining clients and executing large-scale issues-based campaigns in both PR and Marketing. His experience includes working at a government level in both the Foreign & Commonwealth Office, New York City, the European Parliament, Brussels, and latterly at agency level in Dubai and Hong Kong.
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