Lawyers naturally want to avoid risk. It’s in their training, and it’s a significant part of their profession. The problem is that marketing is a risky endeavor. Those who decide to break from the pack are the ones most likely to succeed, but they are also the ones most likely to fail. So how do we rectify these two oppositely aligned endeavors? The answer is storytelling.

Yes, it might be a shock to hear that storytelling is a low-risk marketing tactic, but the proof is in the science. And yes, there’s a significant body of work that empirically shows storytelling is one of the most effective means of affecting your audience. In fact, one of the underlying reasons why storytelling is so powerful is a process known as “neural coupling.” Neural coupling is when parts of the brain are triggered that allow a listener to feel the experiences of a person’s story as if they were their own. Think Leonardo DiCaprio in the movie Inception

Want to learn more about storytelling? Here are a few helpful resources:

How can Jaffe help you tell your stories?

Jaffe’s experienced marketing consultants are storytelling experts. Our cross-disciplinary team of content strategists, art directors, writers, designers and digital strategists works collaboratively to ensure that your story resonates deeply with your audience to inspire the desired action. Every day, we help law firms develop authentic, compelling stories to strengthen their brand identities, convey their thought leadership and acquire media attention. In fact, it’s safe to say that storytelling is part of everything we do.

Are you ready to tell your firm’s story? For more information, contact Terry M. Isner at