The library · Law firms · Planning and positioning

Write a value proposition

Clients cannot judge legal quality in advance. They judge clarity, speed of response and whether cost is predictable.

The prompt
I work in marketing at a law firm. Help me write a value proposition for one service.

Context: Clients cannot judge legal quality in advance. They judge clarity, speed of response and whether cost is predictable.

Before you start, ask me for anything missing from this list:
- The service
- Who buys it and why
- What they would do without us

Then:
1. State the problem in the client's words.
2. State what changes after working with us, using proof I supplied.
3. Write three versions at different lengths.

Give me:
- One sentence
- One paragraph
- Three proof points

Rules:
- Use only the facts I give you. Where something is missing, write [detail needed]. Never invent a number, a name, a quote or a source.
- Give general legal information only. Never write anything that reads as advice on a person's own situation, and never suggest an outcome is likely or guaranteed.
- Write in plain English, in our voice if I have given you a sample.
- Do not tell me what the rules or regulations say. If something may be restricted, flag it and I will check.

Finish with a list headed "Check before this goes out". Include these, plus anything else our compliance officer or the partner who approves marketing should see:
- Promises about speed or availability we can keep
- Outcome claims
- Fee statements against published prices

Paste it into Claude, ChatGPT, Gemini or Copilot. It will ask you for what it needs.

Check before this goes out

  • Promises about speed or availability we can keep
  • Outcome claims
  • Fee statements against published prices

The prompt gives you a first draft. Someone qualified still approves anything a client will read.

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