What Law Firms Really Want - Essential Skills for

In this third instalment of the Ask the Experts series, Erin Lawler and Sean Sweeney dive into one of the most underutilized yet impactful skills in legal business development: the power of storytelling.

With extensive experience across marketing, communications, and BD leadership, they unpack how stories can transform the way professionals connect with clients, inspire internal teams, and differentiate law firms in a crowded marketplace.

Whether you’re presenting a pitch to the C-Suite, preparing a client alert, or introducing yourself at a networking event, this session offers practical insights into crafting narratives that resonate and drive results.

The discussion centers on how legal marketing and BD professionals can weave storytelling into their strategies to create lasting impact. Erin and Sean explore fundamental principles—clarity, authenticity, and emotional connection—and share practical advice on:

Using storytelling to strengthen client pitches and proposals
Aligning stories with firm values and client needs
Building credibility and trust through authentic narratives
Leveraging digital platforms to amplify storytelling impact

Erin and Sean also draw on industry examples, personal anecdotes, and common missteps, making this session both engaging and applicable.

Watch the full webinar below, then read on for a concise summary, actionable takeaways, and transcript excerpts.

Key Takeaways

1. Storytelling Creates Connection, Not Just Communication
Facts inform, but stories inspire. The most compelling professionals go beyond data to craft narratives that connect emotionally with their audience.

2. Every Pitch Is a Story
Whether it’s a new client proposal or an internal presentation, frame your message with a beginning (the challenge), middle (the strategy), and end (the solution). Structure makes it memorable.

3. Authenticity Is Non-Negotiable
Stories don’t have to be grand. Small, authentic anecdotes—about client successes, lessons learned, or firm culture—build more trust than rehearsed scripts.

4. Stories Must Serve the Audience
The best stories put the listener first. Tailor examples to your audience’s priorities, using language and themes that reflect their world.

5. Digital Storytelling Is Here to Stay
From LinkedIn posts to webinars, firms must use online platforms to share stories that reflect thought leadership, culture, and client value.

Transcript

Sean
Hello, everyone. Thanks for joining us for the third instalment of Ask the Experts. Today we’re going to focus on storytelling—something you don’t always hear about in the legal business development space, but something we believe is a critical differentiator.

Erin
Exactly. We often hear from clients that law firms sound the same: “We have deep expertise, global reach, we’re client-focused.” Those are all good things, but they don’t stick. What sticks is a story—something that makes the client feel you understand their challenge and can help them solve it.

Why Storytelling Matters

Sean
Let me share a quick anecdote. I was helping a partner prepare for a large pitch. The first draft was 50 slides of bios, matter lists, and charts. It was thorough but overwhelming. We reworked it into a narrative: the client’s problem, the strategy we’d apply, and the positive outcome. After the meeting, the GC said, “I don’t just remember your credentials, I remember how you told me you’d help us.” That’s the power of story.

Erin
Yes—and research backs this up. Neuroscience tells us our brains process stories differently from facts alone. Stories light up both the language centers and the emotional centers of the brain, which is why they’re more memorable. For BD professionals, that’s huge. You don’t just want to be heard in the moment—you want to be remembered a week later when decisions are being made.

Storytelling in Pitches and Proposals

Sean
So, how do we apply this practically? Let’s take proposals. Too many are what I call “credential dumps.” Long CVs, endless deal lists. Those prove capability, but they don’t differentiate. A better approach is to tell a client story: “We worked with an organization facing X challenge. Here’s what we did. Here’s the result.” Now you’ve given context and impact.

Erin
And notice the framing there—the client is the hero. The firm is the guide. That shift is subtle but powerful. It shows empathy and positions you as a partner rather than just a service provider.

Sean
I’ll add—don’t underestimate small stories. A partner once shared how a junior associate caught a mistake before it went to the client. That simple anecdote demonstrated diligence, teamwork, and quality control more effectively than any bullet point could.

Authenticity and Vulnerability

Erin
Let’s talk about authenticity. Clients can tell when you’re reciting a script. Stories don’t need to be perfect—they need to be real. Sometimes, even vulnerability works in your favor.

Sean
Absolutely. I recall a matter where a partner admitted that the first approach didn’t work out as planned. Instead of hiding it, he explained how the team pivoted and ultimately achieved success. The client appreciated the honesty—it showed adaptability and resilience.

Erin
Exactly. Vulnerability, when handled thoughtfully, builds trust. You’re showing that you’ve been through challenges and can help clients navigate theirs.

The Core Elements of Effective Storytelling

Sean
We often teach a simple framework:

Clarity: Keep it structured—beginning, middle, end.
Authenticity: Share genuine experiences, not marketing spin.
Emotion: Make people feel, not just think.

Erin
And I’d add a fourth: Relevance. The best story is the one that resonates with your audience’s world. A billion-dollar deal story might impress some, but if your audience is a startup GC, it won’t land. Always tailor.

Digital Storytelling

Erin
Let’s not forget digital. Platforms like LinkedIn are powerful storytelling tools. I’ve seen posts from associates about pro bono work get more engagement than a formal press release. Why? Because they’re authentic and human.

Sean
Consistency is key, too. One story is nice, but a series builds a narrative over time. When clients consistently see stories about collaboration, innovation, or empathy, they start associating those qualities with your brand.

Fundamentals

Erin

You need to master the fundamentals. There are different fundamentals for different roles. However, there are consistent needs across all aspects of marketing and business development roles.

One is effective communication. This refers to not only your written and your verbal communication, but also your nuances.

The other piece is your ability to tell a story. You're taking the facts and you're creating a story. You're connecting the dots.

You also need to understand your law firm ecosystem. This differs from firm to firm. So in order to be successful, you need to have an understanding of the structure of the firm.

Soft Skills

Sean

Soft skills play a pivotal role in culture and how you get on with certain people that you work with day in and day out.

They help build trust, influence, and credibility. You're able to foster a reliance within your team.

Some core soft skills include problem solving, teamwork, time management, and conflict resolution.

Erin

Soft skills extend beyond the team that you work with and also with your stakeholders. You may have to manage expectations.

Career Growth

Sean

Achieving upward mobility is very core. You’ve got to perform well, be reliable, and have a solid work product.

It’s not always a straight path. Lateral moves can yield positive results.

Relocation may unlock new opportunities in high-growth markets.

Erin

Collaboration with fellow business services teams can be very impactful in terms of how you matriculate.

Closing Thoughts

Erin
So, if you remember one thing from today: every pitch, every conversation, every post is an opportunity to tell a story. Stories don’t just communicate—they connect.

Sean
And remember, storytelling isn’t just external. Internally, stories inspire teams, reinforce culture, and help align everyone around a shared vision. It’s one of the most versatile tools you can use in BD and marketing.

Erin
Thank you all for joining us. As always, feel free to connect with us on LinkedIn, and let us know what topics you’d like us to cover in future sessions.

About the speakers

Erin Lawler has over 20 years of experience in Am Law 100 firms, having held progressive roles in M&BD at WilmerHale, Norton Rose Fulbright, and Hogan Lovells, leading global teams and creating BD and client retention strategies. Thanks to her extensive experience in legal M&BD roles, Erin brings a unique perspective to the search process.

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Sean Sweeney is Senior Recruitment Consultant and exclusively focuses on Legal Business Development, Marketing and Communications recruitment within the wider US market. Sean prides himself on building strong relationships with candidates and clients and going the extra mile to deliver a high quality, personalized service.

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