Storytelling in professional services
Heike O’Leary
by Heike O’Leary
Heike O’Leary is the Group Chief Marketing Officer at Haines Watts. Contact Heike.
A common misconception in our sector is that storytelling is not relevant, because what we do is too technical. But the technical focus of our work makes it even more critical that we explain what we do, why it matters, and how it can make a difference. Storytelling is how we make sense of things. It’s human and our sector is made up of humans who need to establish trust with one another.
We are all storytellers. We all have those colleagues who appear quiet and withdrawn during meetings but spring to life when talking about their kids, holidays, pets, or their last round on the golf course.
Disney Pixar has made over USD 15 billion by sharing stories, and each film uses very similar rules – some of which are incredibly helpful to follow when building professional brands. Let’s have a look at some of these:
1. Use one core message
Most people forget that less is more. Avoid detours, cut the fluff, and drop any technical jargon. You have a few seconds to make an impression, otherwise the audience will scroll past your piece.
2. Make characters relatable
Remember, we don’t sell services – we sell people who deliver services. And we need to make our own people likeable. When audiences can relate to characters, they become invested and feel they are part of the story. This boosts engagement and means clients don’t just buy from us, they buy into us.
Write about how you solved a client’s problem, how you went the extra mile, how it mattered to the client, and also how it mattered to you. Share wins, traits, losses, and, yes, emotions too. If you are a natural overachiever, remember that most people like to support the underdog, so be humble.
3. Leverage visual storytelling
They say a picture is worth a thousand words. AI makes it easy to add visuals to your writing. There is no excuse for bad images anymore, so make sure your LinkedIn profile picture is your best visual business card. Google algorithms reward good visuals, videos, and authentic footage.
4. Focus on engaging your audience
Look at your story from the perspective of your target audience. Is it engaging? Is it relevant? How do you want them to feel about you? Show something about yourself and your own transformation, even if that makes you vulnerable. Audiences connect with real people as they can see a reflection of themselves.
5. Don’t be afraid to add some humour or wit
Laughter breaks the tension in a boring feed and stops mindless social media scrolling. Show some personality.
6. Keep your story believable and authentic
Be raw, be real, and don’t be afraid to reveal some twists and turns in your story. It keeps the audience engaged and will bring your firm’s values to life. The most successful brands are true to themselves.
And finally, remember who you are writing for and why. Professional services professionals often like to write about their own pet projects, but that’s not always what the client audience is interested in. As my grandpa used to say, the bait must be tasty to the fish and not the fisherman.
GGI member firmHaines WattsMore than 60 offices throughout the UKT: +44 207 025 4656
Advisory, Auditing & Accounting, Corporate Finance, Fiduciary & Estate Planning, Tax
Haines Watts was founded in 1930 and is a UK top 20 firm of chartered accountants and business advisors with over 40 offices throughout the UK and employs over 1000 people. However, we are more than just an accountancy firm, we are known for the personal touch when it comes to helping aspirational owner-managed businesses go from strength to strength, and we pride ourselves on being the “business people, for people with a business”.
