Succeeding as a lawyer or on a career path outside the legal sector now requires extraordinary performance. Partners, associates, law students, and displaced lawyers know that.
That's why they aggressively ask their executive coaches, shamans assigned to them at some law firms, search firm contacts, and their professors and mentors: How do I get the edge?
One way is to harness, reconfigure, and then leverage your verbal skills as well as attention to detail. No surprise, in this era of specialists there is an expert in just that. He's Lee Gutkind, dubbed by VANITY FAIR as the "godfather of creative nonfiction." His most recent book is "You Can't Make This Stuff Up."
That makes the count more than 25 books that he has written or edited on creative nonfiction. Gutkind has appeared on programs ranging from "Good Morning America" to "The Daily Show with Jon Stewart." I asked Gutkind to share his thinking on how just about any lawyer can create a niche as high profile and lucrative as that of Scott Turow. He graciously agreed to pen this bylined guest piece as an exclusive for Law and More.
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Yes, You Can Be Scott Turow 2.0
Submitted as an exclusive to Law and More by Lee Gutkind
Lawyers are verbal and articulate. They pay attention to every detail. That's what makes them so successful. So too with writers - except that they go one vital step further and focus on the elements of narrative - what we call "creative nonfiction."
When pitching a complex service to a client, don't just tell them what you think or what you can do. Be cinematic and show them. Demonstrate with a case history, an illustration, a story that they can see, feel, and have empathy with.
Research shows that people remember information longer and are more likely to be persuaded when ideas are presented in narrative or story.
What's in a story? First and foremost real people, facing serious problems. In life and in the law, there's always something at stake. Present characters vividly, just like lawyer and literary writer Scott Turow would, describe the challenges they are facing and the possibilities of succeeding. But don't give away the store. Create suspense so that your prospective client will want to hear what you are suggesting or what you have accomplished.
Then show how you and only you can provide the service and the answer.
There's mystery in every great true story - and then there's the resolution. When stories are well told you create a client hungry for an answer - your answer. The resolution of your story can be the point of sale.
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Lee Gutkind is currently a professor at the Hugh Downs School of Human Communications at Arizona State University. He provides workshops on how to leverage the mindset and tactics of creative nonfiction for marketing and closing sales. You can reach him at leegutkind@gmail.com.