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LinkedIn bios (focus on the customer’s transformation, not your resume) • Before: “Estate Planning Attorney with 15 years of experience. J.D. from State University, specializing in wills, trusts, and probate matters.” • After: “I help families protect what they’ve worked so hard to build. After seeing too many loved ones struggle through probate nightmares, I’ve guided over 500 families to create simple, effective plans that ensure their wishes are honored.” 💼
“Schedule your free family protection assessment and sleep better tonight knowing you’ve taken care of the people you love most.” 😴 Same firm. Different message. One forgettable. One engaging. 🔥 You can use the same structure in: Email campaigns (start with a relatable problem, walk them through the plan) • Subject line before: “Estate Planning Newsletter: Summer Updates” • Subject line after: “Most families make these 3 estate planning mistakes. Are you?” 📧 Sales calls (position yourself as the guide, not the hero) • Opening before: “Let me tell you about my credentials and our firm’s services ...” • Opening after: “I know thinking about estate planning brings up a lot of questions. What concerns you most about protecting your family’s future?” 📞 Proposals (remind the prospect what’s at stake if they do nothing) • Before section: “Service Options and Fee Schedule” • After addition: “Your Family Protection Road Map” section showing the contrast between leaving matters to chance versus having a proper plan. 📑 Direct mail (especially newsletters — story format is a natural fit) • Before: Legal-focused mailer about recent law changes • After: “How the Martins Protected Their Blended Family” — a story about clients (with details changed) who solved complex family protection challenges. 📬
🚫 WHAT NOT TO DO (COMMON MISTAKES) Even with the best intentions, a lot of business owners fall into these traps: Making yourself the hero: Talking too much about your own journey. Remember, your customer is Simba. You’re Rafiki. Using industry jargon: Your audience doesn’t care how many acronyms you know. They care if you get their problem. Not providing a clear next step: Every piece of communication needs a strong, clear CTA. Want your story to work? Avoid these mistakes and always put your customer front and center.
Even in industries that aren’t traditionally ‘fun’ — like accounting, IT, or home services — story creates emotional engagement. 💡
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