Writing a Better Case Study
Mel Brooks once said, "Tragedy is when I cut my finger. Comedy is when you fall in a sewer and die." Like all great comedians, he understands that people react differently when they feel something directly involves them. Every communicator has to ensure that their message resonates personally with their audience without striking the wrong chord.
How do we apply this while marketing our law firms to potential clients? One way is by taking extra care in selecting and writing the case studies you highlight on your website. Potential clients expect to see case results when they visit an attorney's website, according to LexisNexis® Martindale-Hubbell® research in the "2013 Law Firm Website Conversion Study." But if done carelessly, these can be counterproductive.
Like inappropriate jokes, legal issues often touch on highly sensitive subjects. When a potential client contacts you, he or she is probably doing so because of some sort of personal difficulty. Even if it's business as usual for you, it's very likely that the matter is traumatic for the client. When writing your case studies to connect with potential clients, be thoughtful about the words you choose. People feel uncomfortable reading details of certain matters, especially if they have similar problems themselves, so focus more on your efforts to solve the problem.
Drafting short case studies will also help you hone your message to prospects and clients. Try crafting a narrative that includes a brief description of your client's problem and how your firm solved it. Most importantly, emphasize how your firm's specific knowledge and experience led to the favorable result. When you read it aloud, it shouldn't take longer than 30 seconds.
Developing a diverse online "portfolio" of cases allows you to tailor your "elevator pitch" to a particular type of website viewer, as well as potential clients you encounter in person. To learn more about writing case studies with maximum impact, contact a LexisNexis Law Firm Marketing Specialist.
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