CBA Record May-June 2025

Everyone has a story, according to Mel anie Herschorn, who recently presented her seminar “How Storytelling Can Trans form Your Legal Practice” at the CBA. Telling your unique story can help you position yourself as a trusted authority and bring in both clients and high-value opportunities, according to Herschorn. Why does storytelling work? The idea of using stories is not new. We have long talked about using the State ment of Facts to tell a story and humanize our clients. (See, Kathleen Dillon Narko, Tell Me a Story: Crafting and Effective State ment of Facts, 21 CBA Record 55 (April 2007).) Using storytelling elsewhere in our professional lives is not necessarily intui tive. But given scientific support for story telling’s power, it makes sense to add it to more of our writing, including marketing. Storytelling works because it grabs your reader’s attention, and the message stays with them long after your story is over. Herschorn describes the scientific basis for this. Storytelling literally lights up our brains. Several regions of the brain are activated as we listen to stories. “Stories cause our brains to release chemicals that create connection and deep engagement,” says Herschorn. This builds trust and prods the listener or reader to feel empathy for the characters in our stories. Hence, the reader has a stronger reaction to stories than they will have to an analytical argument. Why do we need to tell our story? Storytelling makes it easier for attorneys to stand out. With over a million law yers in the United States, how can we use our writing skills to gain attention from potential clients? Telling stories about ourselves and our work will help us get noticed, Herschorn explains. She consults with attorneys to improve their marketing through publication. She also assists with writing books, as well as shorter pieces and social media posts. If done well, using a story as an anchor to a publication about your practice engages your readers. It can lead to speak ing engagements, teaching assignments, or client referrals. Herschorn reports many of

NOTA BENE BY KATHLEEN DILLON NARKO Everyone Has a Story: Using Storytelling to Engage Your Reader

H ere’s a story from an estate planning lawyer:

She died a day before she signed her will. The family argued about it for years. Sons and daughters sued each other over the distribution of assets. Family relationships soured, and they never spoke to each other again. But here’s what should have happened. She should have had a will long before old age. I believe everyone should have a will and here’s why [… Insert reasons for a will.] —Adapted from a story by Melanie Herschorn

Did this story grab your attention? If you’re an estate planning attorney, can you relate this to your own practice? The listener or reader wants to know more about the char acters and the battles within the family. After describing the conflict in the family, you could share your insights about what should have happened. It could help you explain why everyone should have a will. This is an example of using storytelling, or narrative, to engage your audience— whether in person, or in a book, article, blog, or social media post. Learning how to tell a good story is a skill we all can use to enhance our writing, especially when reaching out to potential clients.

Kathleen Dillon Narko is a Clinical Professor of Law at Northwestern Pritzker School of Law and a member of the CBA Record Editorial Board.

42 May/June 2025