The way you sound says everything about you. As AI makes comms more homogenous, having a distinct, ownable tone of voice is now a significant marketing opportunity, as Tom Chesher explains.
Competition amongst law firms is fierce. Stringent training and regulation make sure that what’s on offer (with the exception of niche specialists) is often much the same, or at least very similar. The majority of firms claim to reduce risk, unlock opportunities and increase profitability – backing it up with impressive figures and case studies.
Crucially, though, they’re providing intangible services that unlike, say, a chocolate bar, usually don’t have a distinctive flavour, shape or other quality on which to hang communications.
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