Humans are story-telling and story-processing engines. The best “content” is a story.
I recently downloaded a “Link Building” book by Eric Ward, thinking that there has to be something I am missing. I found a nugget in the Foreward (before the Introduction, even).
“Ask yourself this question: If I can’t think of [three] good reasons to link to my website, what makes me think other people would?”
This is a show-stopper question for most attorneys, and for most of us non-attorneys, frankly. Let yourself be stopped by it for a week, while you search for an answer.
But then, Bill White came up with this answer: “content” may go stale, but a story can last a long time. So tell me a story about a case you handled, a problem you solved. Not caselaw, but a story. Brilliant and simple idea: tell me a story. With the interviewing that I do, I still didn’t seize this simple answer: tell me a story.
Think on that. Are you creating stories?
Read Pixar’s “22 Rules of Storytelling:” http://aerogrammestudio.com/2013/03/07/pixars-22-rules-of-storytelling/
“Tell Me a Story” by Roger C. Schank