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
Welcome, everyone, to the third instalment of Ask the Experts. Today we’re excited to explore how storytelling can transform your approach to legal business development. Storytelling often gets overlooked in professional services, but it’s one of the most powerful tools for building influence and trust.

Erin
That’s right. If you think about it, even the most technical conversations—RFPs, proposals, client pitches—are essentially stories. You’re setting the scene, highlighting a challenge, and offering a resolution. Clients don’t just want to know what you do—they want to feel confident you understand their journey.

Storytelling in Action

Erin
Let’s start with pitches. Too often, firms rely on data dumps—lists of matters, credentials, statistics. Those are important, but they don’t stick. What sticks is when you share a narrative: “Here’s the challenge our client faced, here’s how we worked alongside them, and here’s the impact.” That story is relatable and memorable.

Sean
And authenticity is key. You don’t need a dramatic story to make an impact. Sometimes, a short anecdote about collaboration or a lesson learned can resonate more deeply than a big “win.”

The Core Elements of Effective Storytelling

Sean
We like to break it down into three elements:

Clarity – Keep it simple and structured.
Authenticity – Stay real; don’t over-polish.
Emotion – Even in law, emotion drives decisions. Make people feel, not just think.

Erin
Exactly. And remember: your audience should see themselves in the story. If it’s all about you, you’ve missed the mark.

Digital Storytelling

Erin
We can’t ignore digital. LinkedIn, webinars, and even podcasts are opportunities to tell stories that highlight a firm’s culture and value. Professionals who lean into this build visibility and credibility at scale.

Sean
Right—and consistency is key. A single story is good, but a series of stories builds a narrative about your brand over time.

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 andexclusively 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.

Connect with Sean

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