A standout bio ... needs to tell the story of who you are as a person, and how that contributes to your professional skills.

I’ve always been fascinated by ads. When I was a kid, I would look forward to commercial breaks. One of my favorites was a Tootsie Roll commercial. In it, cartoon kids are playing outside, and everything starts to transform to Tootsie Rolls – trees, houses, the airplane, the train.

In the background, a catchy jingle plays “Whatever it is I think I see, becomes a Tootsie Roll to me.” That song would play in my head throughout my childhood, and I would later come to realize that the reason the ad was so effective was because it made me feel something: It transported me to a magical world where I was happy and carefree. To this day, I associate Tootsie Rolls with positive feelings.

Most law firms don’t run television or print ads. Instead, they develop content. After spending two decades in law firm marketing and business development, I’ve learned that the Tootsie Roll strategy is rarely used by law firms when selling their core product – their lawyers.

Clients don’t hire firms – they hire lawyers.

Your bio is your ad and an effective bio makes the reader feel something positive.

We all have a unique story. Yet most lawyer bios have content that looks similar, with bland language touting the “breadth and depth” of experience, education at a prestigious university, and a collection of matters. While all of this is important, it doesn’t make that commercial litigator stand out from all the other commercial litigators who play in the same sandbox.

...foster a human connection with a potential client who is considering a range of similarly experienced professionals.

A standout bio needs to dig deeper. It needs to tell the story of who you are as a person, and how that contributes to your professional skills.

• Why would a client want to work with you?
• Are you a natural teacher who can break down complex things and make them easy to understand, as some of the world’s best trial lawyers can?
• Or perhaps you grew up in a big family, which honed your hustle and your negotiation skills from a young age.
• Maybe you played competitive sports and have a knack for tapping into a teammate’s individual strengths and skillsets.
• In addition, what inspired you to become a lawyer, and what do you find most fulfilling about it?
• What’s your purpose?

By focusing on emotion, you can foster a human connection with a potential client who is considering a range of similarly experienced professionals. Emotional associations enhance memory and encourage bonds. So, when your bio is personal, it will be memorable.

Making a potential client feel something positive is a highly effective strategy. In a world with too much noise and ever-shrinking attention spans, you’ll stand out. Your law firm will benefit from all of this. Bios are the most viewed pages on any law firm website.

Check out my bio for some pointers. I’m not a lawyer, but I hope to capture your attention.

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Seema Desai Maglio is the founder and CEO of The Found Word, a consulting firm that develops high-impact marketing content for law firms. She can be reached at seema@foundword.com.