I love a good story, don’t you?
In my last video, I talked about a quick and easy way to develop content for all of your firm’s marketing needs, by answering your clients’ frequently asked questions. Today, I want to talk about another kind of content – case studies.
Most people love a good story, so why not take advantage of that by telling the stories of your clients in your marketing materials in case studies?
Why Should Lawyers Create Case Studies?
- Case studies help to educate your potential clients by showing them what you do and who you do it for.
- They give examples of outcomes you’ve achieved with other clients in the past, and show how you did it.
- They help build trust – a potential client will see that you have already handled a similar problem successfully.
- They’ll see that you’ve already helped people like them achieve their desired results.
- They illustrate your expertise, rather than just telling people about it.
- They offer concrete evidence that the firm can do what it says.
- They help demonstrate your approach and how you provide value to your clients.
- If written properly, case studies are more engaging and entertaining than long explanations of legal concepts; they show how those legal concepts work in the real world.
How Can Lawyers Use Case Studies?
Case studies can be used to pitches or proposals for new clients, in addition to websites, blog posts, newsletters, and more.
And case studies don’t have to be just written text – consider having the lawyers in your office record video case studies, talking about matters they’ve handled for their clients. You might even use Videosocials to record them! (That’s how I record almost all of mine – email me if you want to come as a guest to a Videosocials meeting).
Watch Out for Ethics Pitfalls
As always, if you don’t have consent from your clients to talk about their case, you should be sure you don’t include client names or other identifying information in your case studies, and you should include any disclaimers that might be required in your jurisdiction.
I’m Allison Johs from Legal Ease Consulting, and if you want to learn more about how to create compelling case studies for your law firm, stay tuned for my next video. In the interim, you can see more on legal marketing at any of the links below:
- Why “Best Practices” May Not Always Be Best
- Why I’m Not a Fan of “Best Practices” in Legal Marketing
- How to Create Compelling Case Studies for Your Law Firm
- Use Case Studies to Demonstrate Value
- Do You Know Where Your Best Clients Come From?
- Quick and Easy Content: FAQs
- Counteracting Negative Online Reviews
- What Should You Do When You Get a Negative Online Review?
- Negative Online Review? Avoid These 3 Mistakes
- Think Marketing is Unprofessional?