I read a recent blog post by Seth Godin titled: The theater of the mind. Like most of his blog posts, he makes a point that is very important for lawyers.

The most effective marketing story isn’t the one you tell to someone in your audience, it’s the one the person tells himself.

It reminded me of what a lawyer I coach told me he wanted his clients to tell themselves and tell him:

My lawyer is very busy, but he always has time for me.