Two weeks ago, the country music world honored and awarded some of the industry’s top artists. Just a few weeks before that, I was in Nashville at the LMASE conference, where we were entertained by an award-winning country music songwriting duo. Shortly after that, I was in Dallas attending the Texas LMA “Think Tank.” Having been exposed to the country music genre so much over the last month, I had an opportunity to appreciate how mundane and, in some cases, depressing things we experience in our lives could be expressed in such clever, funny and catchy short stories.

Out of all the music genres, country music is the reigning champion of storytelling. You don’t have to like country music, the twang or the fiddling, but you should appreciate the creative writing and wordsmithing of a country hit. Country music composers write about everyday life, everyday things. And while it’s nothing earth-shattering, we can relate to the messages since we have lived or are living them. Young, old; married, divorced; blue collar, military; girl power, drinking with buddies and, of course, a dog – all are recurring themes in the genre. Country music playfully and emotionally talks about what matters in life, specifically our lives.

Storytelling is a hot topic and trend in today’s marketing best practices across all industries. We are consistently advising our law firm marketing leaders, managing partners and attorneys to write, tell and share stories, even though we know being transparent and open in public forums goes against the grain of most legal professionals.

The legal marketing industry, by and large, lacks creative storytelling and is begging us to strike a chord with our audiences and raise our creative thinking up an octave or two. As a champion for creative thinking and right-brain activities, I want our industry to better understand how we can break through the noise, grow our fan base and deliver chart-topping content through effective storytelling. 

Brand Storytelling in Action

Storytelling for branding and marketing purposes has been amplified by social media and the digital revolution, while website design has changed to better support the art of storytelling. Although the legal industry is still several chapters behind in this book of marketing best practices, I predict big success for those who adapt to the changing demands of today's marketing requirements and embrace creative storytelling for and about their firms. It’s open mic night in the legal arena, and those who take the stage and connect with their audiences first will, without a doubt, become the new artists of the year.

So what does good storytelling look like? What if we ask what it sounds like? Here’s Cole Swindell’s take on breaking up, “Ain’t Worth the Whiskey.” All you family law lawyers: listen up. Or for you employment attorneys, give a listen to Lee Brice’s salute to the working class, “Drinking Class.”

There are many other great examples of successful storytelling in business for us to tune into. I find that the more areas I explore outside the legal industry, the more ideas I get on how to apply their creative thinking to legal storytelling solutions for attorneys and legal marketers.

So I say, think like a country music songwriter and tell your story, y’all.

Want to discuss storytelling in your law firm? Contact Terry M. Isner at