Marketing should be a natural fit for attorneys. From website design to blogging to advertisements to word-of-mouth, each piece of an integrated marketing strategy has the basic goal of helping to convince prospects they should become clients. Marketing is storytelling. And effective marketing combines good storytelling with the right persuasive elements.

Attorneys earn a living through persuasion. The art of persuasion is most clearly on display during jury trials but is also a factor when a business attorney guides an...