From an Attorney Business Strategist with 10+ years of wins in court
As you grow you online Changemaker brand, consider treating your messaging strategy like you’re building a case to win in court,
1. Develop a theory of the case.
The best legal arguments and cases have a theory of the case:
The bird’s eye view of how to frame the problem at hand – from the lens that makes winning undeniable 
That’s why successful and impactful Changemaker brands don’t just know their content pillars & how to get social media engagement…
They have an actual clear positioning and messaging strategy –
– the online brand version of what is a legal theory of the case.
It’s immediately clear what they stand for, what their expertise is, who they help, and how they make a specific impact in people’s lives.
2. Allow your intro to decide the outcome.
In a legal brief, the 1st paragraph frames the whole case.
It lays out the positioning and messaging of your argument for the judge at the very top – before they even read the details
– just like the first words your dream client comes across on your page.
This is why I am so precise in helping my clients nail the copy in their website home pages, social media bios, podcast descriptions, and content –
because it is the lens that shapes your entire body of work.
We go deep on what exact words, phrases, and substantive messaging to share at first blush
so your dream client can stop the scroll and immediately dive into your work.
3. Define your argument to the specific judge (aka target audience) before you.
The best arguments in court are completely tailored to the beliefs, thoughts, and preferences of the particular judge before you.
It’s the same with your dream client. You are here to talk to them: not please everyone.
As a Changemaker, there are specific people you’re meant to help – your dream clients.
The hidden gems that are dying to find someone like you who can help address their exact specific problem…
….Speaking to them directly – rather than anyone willing to listen – is how you find those needles in the haystack
4. Stacking the evidence = results.
Lawsuits that win – including on appeal – have undeniable evidence to back up their claims.
It’s the exact same with your online brand.
Without evidence, your content becomes fluff – vague, generic, and even confusing.
By building the record with tangible examples of how you make a difference in client’s lives & what it’s like to work with you – your message wins.
5. Build a powerhouse team
One of my top strategies in building big lawsuits is putting together a powerhouse team of advocates and stakeholders.
Collective action has a power beyond what any individual can accomplish.
In your online impact business, you also need collaborators.
Think podcast guests, referral partners, coaches, mentors, and mastermind co-conspirators who can amplify your impact & catch your blindspots
6. Leverage comms and social media
There are two courts: the court of law, and the court of public opinion.
Lawsuits and Changemaker brands that pair their work with a media strategy gain support, momentum, and public influence.
And today, that must include a strategic social media presence.
The purpose is not just for likes, follows, and sales – it’s also for building community, long-term relationships with your dream clients, and a larger movement for your mission.
7. Leave space for intuition
There are lots of rules of how you’re supposed to litigate a case – from procedures to follow to strict approaches to legal writing to how you structure your arguments.
But the best litigators? They know they’ve mastered the rules, so now they get to break them. And then they flow with intuition.
It’s the same as you build your online Changemaker brand.
Just like the best legal arguments – your most aligned messaging, content, and thought leadership come not from what you’re supposted to do. They come from the divine.
This is the deep strategy & intuitive work we do together inside my private 1:1 mentorship program for the world’s next leaders building what comes next online
