Brochures for lawyers can be a complex topic. I wrote about how to decide if you actually needed a brochure in another article thus you might want to read that one. To summarize briefly, a brochure is rarely a major aspect of a law firm marketing plan. Other marketing activities are often, if not usually, able to get you business faster or better than a brochure. That said they could have a role in your marketing plan so don’t rule them out totally either. Do remember you may need more than one brochure depending on your practice areas and the size of your firm. In this article I promise to give you the specific “how to” on creating effective brochures for lawyers. Lets get right to it.
First do remember in making brochures for lawyers you do not want to make design the major focus. A well-done design does not persuade I fear. The purpose of a brochure is to communicate a marketing message with compelling copy that causes action. Design in law marketing is supposed to complement the copy. Not distract from the copy or overshadow the copy. Put most of your time, energy and money in focusing on the copy. The design needs to be pleasing for sure and appropriate to your practice area, however, it is the words on the page and the layout that is going to impact the reader the most. In consulting on developing brochures for lawyers I have found there is heavy focus on the design element and not enough focus on copy.
Where can you get good design and a good copywriter? I recommend guru.com. It is an international marketplace for service professionals. I have used their systems for years with great results and usually at low or very low fees. Whatever design you use be sure it includes at least one picture of one key person in the firm. Sometimes more than one picture would be appropriate depending on the size of the firm, your practice area and the size of the brochure. Using inserts about individual lawyers placed into a “generic” brochure can solve the picture issues as well as some copy issues. That said, in creating brochures for lawyers this is a conversation for your graphic artist and copywriter experts. Bottom line here is the design does not “sell”. Just because a designer comes up with a wiz bang, incredible design that knocks you socks off does not mean it will “sell”. In fact it can detract from the “sell”.
Second you want your brochures for lawyers to be written with “you copy” not “about us” copy. In other words don’t use the words “we” or “I” if you can help it. Do use “you” frequently. Maybe so much that you think “you” is used too often and then it is probably used enough. You want your copy to be about benefits to the reader, their interests and how you help them reach their goals in making brochures for lawyers. You also want your copy to distinguish how your firm is different from other firms (within bar constraints of course) as well as how those differences benefit the reader. Above all you don’t want the same tired language every other law firm uses. Don’t try to say it all in the brochure. Better to deliver one or maybe two messages very well and don’t try to say your whole story in the brochure. Be sure you write about solutions when creating brochures for lawyers and know who your audience is so you are writing to their needs with solutions to those needs. Where possible (space granting) write about actual representative case examples. In addition if you have some firm policies that are perceived as beneficial to the client, like returning all phone calls the same day, be sure to put that in the brochure. I do think it is likely you can write the first draft of a brochure if you desire. That said; do have a professional copywriter make the final copy (again finding one at guru.com is a good option).
Third put a lot of thought into the “headline” and sub-headings in the brochure. With brochures for lawyers if you can put a benefit statement or a question in the headline it is best. You need a headline that “grabs” the person thus pulling them into the piece. Then you need sub-headings that are “grabbers” as well. Why? Most people do not read a brochure when they first look at it. They skim the brochure reading the headline and then the sub-headings before they make a decision about reading the brochure. If you don’t get them at the headline they won’t even read the sub-headings. Poor sub-headings you won’t get them to read the brochure. You certainly don’t want your brochure headline to be something like “Law Offices of Henry M. Harlow and Associates” or something similar.
Fourth do remember in attorney marketing that things change over time in firms. In designing your brochures for lawyers you need to think of a time frame of one to three years. Staff changes, practice areas change, offices moved or added, credentials added, market conditions etc. all change. Write your brochure and order your brochures with that time frame in mind.
Fifth, be sure you have what marketers refer to as “a call to action” in your brochures for lawyers. By a call to action marketers mean an offer of some sort. This call to action might be calling you, emailing you or going to your website to download a copy of a white paper on a topic of particular interest to your market. Maybe a free or discounted consultation would work for you if not in person then by phone. Maybe a free teleclass or seminar monthly or quarterly on topics that interest your market would work. Think this one through carefully. You want them to take another action as a result of reading your brochure. At the very least be sure you have a person’s name with a phone number and email address to contact for further information in your brochure. It does not have to be an attorney and it needs to be a designated person in your firm who is good at dealing with incoming prospective client inquiries.
Sixth, OK so maybe you do need to put something about yourself when creating brochures for lawyers. If you don’t use the insert method discussed above then it needs to go in the brochure. Do include something about your experience, education, background etc. If possible something that makes you come across as a caring person. Perhaps that you are married with children, belong to a community organization with a couple of hobbies or avocations. This will make you more human and people can unconsciously or consciously relate to who you are from this information.
Seventh, in creating brochures for lawyers I would be sure you put client comments, testimonials, recommendations in the copy if your Bar association allows them.
Eighth, be sure you send several of your new brochures to all of your referral sources so they can give them to people. Do send them to your client base as well with a cover letter. In the letter thank them for their trust as well as saying you would be grateful for their referrals. You just might have a special offer for them in the letter as well. Get the copywriter to help you with this one when creating brochures for lawyers.
Well, there you go. I trust we got the job done. Save this email for when you are ready to make your next brochure. Do send it off to your graphic artist and copywriter so they see what you need. I think you will get a better outcome doing so.
You can download free now the 125 page Report titled “31 Proven Law Firm Marketing Strategies” by Henry Harlow and much more. You can increase your income; reduce your work hours as you serve your clients better than ever – guaranteed. http://www.Law-Firm-Marketing-Coach.com
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