You probably know that the difficulty in marketing services lies in their intangibility. Services are intangible – they cannot be seen, touched. It raises doubts among potential clients about the quality of service provision. How to prove that you are indeed a professional and can provide a high-quality service? Probably one of the few tools is a good case brief. This material will teach you how to use a case brief to promote your legal services.
What Is a Case Brief?
A case brief is a description of your practice or a specific case for your potential client in an understandable form to him or her. It helps your client to make sure of your professionalism, to understand whether you have experience in his/her case or not. For additional information and case brief template, see this article.
What Are the Forms of a Case Brief?
Imagine you did a good job and won a case, and you want to tell your potential clients about it. You have already taken a review from a satisfied client, which has already been distributed on your website. But a feedback is a subjective opinion about your work. Where are the facts? The facts are precisely what you will show in your case brief.
You can present your case brief to a potential client in different ways:
1. Case brief pictures.
In other words, this is an infographic. You need to depict the result and your work process in the form of a design diagram. You can draw the scheme yourself, but you will have to involve a professional designer to make it beautiful and understandable.
2. A video case brief.
Quite an expensive way to film the process of work + order editing + graphics. Not all companies can afford such a case brief scenario, but the tool still exists.
3. Written case brief.
The most accessible method is to describe your court decision in a concise form.
Where to Use a Case Brief in Legal Practice?
1. On the website
Create a separate section, “Practice,” and link it with the primary services so that a client can see a suitable case for each service. For example, if the client reads an article on family law, there should be a case brief on family law, not arbitration.
2. In presentations
If you use selling presentations in your practice, be sure to use written case briefs in them so that the reader can evaluate your experience in this area of law.
3. In booklets
Same as with presentations, but since the volume is quite limited to 1 A4 page, in this case, mention only the result of your work.
4. On a Youtube channel
If you dare to shoot a video case brief, use it on your YouTube channel and also post it on the website.
5. In your speeches
If you are conducting professional seminars, always include case stories in your presentation to help your audience form an impression of you as a professional.
6. In expert articles
Suppose you write articles for the media and your blog, always use real case briefs from your practice as examples, and talk about the results. They will raise your expert status.
As a result, in any material you prepare to confirm your status as an expert, use case briefs. They will help illustrate your knowledge with a concrete example of their application in practice.
How to Prepare a Selling Case Brief?
- Always follow the rule that a case brief should be at most half or full A4 page of printed text.
- Use the “before/after” technique. Today, it is the most popular and working technique. The bottom line is simple: you describe what happened at the beginning of the case, when the client just contacted you and what you got at the end. It is essential to describe only the meaningful facts to your potential client in a simple, understandable form, and most importantly, briefly!
- Any case brief should show benefits for your future client. When creating a case brief, operate with the final facts, what will happen when you already help the client.