I want to talk about soul.
Scratch that. I want to talk about Soul.
After having my four-year-old watch Cars, Encanto, or Monsters Inc. about 10,000 times, it was time to expand his horizons a bit.
And look, let’s be honest, he didn’t really understand the core of the movie. But he laughed at the funny accents of Jerry and Terry, the talking cat, and the guy spinning the sign.
But honestly, Soul might be one of the best philosophical movies ever made. For anyone, not just kids.
And while your passion or purpose may not be the spark that makes you want to live, I hope you find a ton of passion and purpose in the legal work you do. Even more so in the life your legal work allows you to live. Or not, but that’s another discussion for another time.
That said, this is not the purpose of this email.
In his book Building a StoryBrand, Donald Miller outlines the seven steps found in almost every great story:
- A hero who wants something
- Encounters a problem
- Meets a guide
- Who gives them a plan
- Calls them to action
- Disaster is avoided
- The hero succeeds
And spoiler alert, he’s right.
Famous examples
Luke has Obi-Wan and then Yoda to help him destroy the Death Star, turn a Sith Lord back to the light, and defeat the Emperor.
Katniss has Haymitch to help her survive the Hunger Games and eventually overthrow the government.
Every superhero has a mentor or a special tool they need to finally defeat the big bad villain.
Hell, Rey had Luke help her destroy the Death Star planet, turn a Sith Lord to the light, and defeat the Emperor. Again.
What is dead can never die, am I right?
Quick tangent before we get to what your firm can learn from this.
Soul is the weirdest one to fit this mold, in my opinion.
Joe Gardner is the focus of the story, but he is really the guide to 22. At the same time, he is guided by the Grateful Dead shamans and overcomes not only his own death, but also being a bad guide to 22.
So you really get two stories in one. All while helping parents explain to their kids how to find the things they love and make those things part of who they are.
How does this apply to your firm?
Because your clients, whether they realize it or not, expect this story. It’s hardwired into our brains, even subconsciously.
So let’s apply the seven steps to your firm.
- A hero who wants something
This is your ideal client. If you’re not sure who that is yet, check out the free worksheet we offer. - Encounters a problem
This is the legal issue they are facing. - Meets a guide
This is you. You are the guide. - Who gives them a plan
This is how you actually help them. - Calls them to action
What do they need to do so you can do your best work? - Disaster is avoided
You win, or at least the outcome is far better than it could have been. - The hero succeeds
What does their life look like afterward?
Some examples
Example one
A young kid gets arrested for stealing.
He doesn’t want to go to jail.
He hires you.
You get discovery and argue that he stole because he lost his job and his mom is sick.
He provides letters of recommendation and completes community service hours.
He gets probation and later seals the case.
His life goes back to normal, and he learns not to repeat the mistake.
Example two
New parents have a child.
They worry about what happens to their kid if they die.
They hire you.
You create an estate plan that addresses their concerns.
They provide asset information and guardian preferences.
The documents are completed, and you connect them with a life insurance professional.
They hopefully live a long life, but now have one less thing to worry about.
One more for good measure
A mom wants to divorce her deadbeat husband. Goodbye Father’s Day.
She’s worried he’s going to be difficult throughout the process.
She hires you.
You outline the process and explain how you’ve handled similar situations.
She provides financials and information about the kids.
You handle temporary orders, discovery, and negotiations.
When he acts up, you get the judge to shut it down.
She makes it through the divorce stronger and ready for what’s next.
So how does this help you grow your firm?
Once you understand your story, you can use it everywhere.
Can you create a one-liner that clearly explains what you do?
We help good people navigate the worst moments of their lives by fighting insurance companies for the money they deserve.
We help real estate investors close on the right properties without the hassle.
You get the idea.
Then put that one-liner everywhere. Your website, networking events, emails, marketing materials, all of it.
What else?
Create the right lead magnet for your ideal client.
Trade their email for a guide they actually need.
Follow up with a solid email sequence.
Explain their problem clearly.
Show how a lawyer helps.
Share similar situations you’ve handled.
Help them see you as the best guide for them.
Then make it easy to hire you.
Bonus tip. If you do this really well and tell the story the right way, those clients turn into referral sources.
They share their story and how you helped change their life. That brings you more people who need the same help.
Like a snowball. But the good kind.
And it all comes back to the same structure:
- They want something
- There’s a problem
- They meet you
- You give them a plan
- You call them to action
- Disaster is avoided
- They win
As always, if you have questions, just reply and I’ll send you a personal response.
And if you know anyone who would benefit from weekly drops of my musings, insights, or whatever we’re calling this now, please send them the link.