“The problem with marketing the practice of law is that the service we provide isn’t tangible,” Linda Lawyer said to her brother, Lance, as they enjoyed a cup of coffee in their firm’s break room. “It’s not a car you can drive or a book you can read. It’s a will or a trust that goes in a drawer and isn’t used until the future.”
“What are we marketing?” asked Lance.
“Our professional image,” said Linda. “It’s expressed by our logo, business cards, stationary, website, blog, and newsletter. Now we need a brochure.”
Why should you have a brochure?
Potential clients may be very wary about hiring a firm they’ve found online or through an advertisement. Printed material they can review while trying to make a decision can make them feel more comfortable. Brochures give firms credibility and supports the brands.
What should your brochure contain?
The best brochures have a single purpose determined by the firm’s members. Narrowly focused brochures generally fall into one of four categories:
- Introducing the lawyers and their areas of expertise.
- Identifying the firm’s services with enough detail so new clients understand what you do and previous clients discover services they could use.
- Describing the special attributes and character of the firm.
- Demonstrating the benefits your firm offers through its services.
How should you distribute your brochure?
- Cross-selling: If your firm has multiple practice groups, brochures can help cross-sell legal services, adding to your profit margin.
- Direct mail: Your brochure can be sent with a monthly billing statement.
- Response to inquiries: If you’ve run a newspaper ad, for example, you can send the brochure in physical or digital form in response to an inquiry.
- Office visits: Place the brochure in the reception area for clients to read as they wait.
- Electronic brochure: An electronic version of the brochure allows it to travel digitally. Include a link to your online profile in the SBM member directory.
- Event support: Include your brochure as part of your appearances at events, such as giving a speech or sponsoring a legal workshop.
Even in the digital age, lawyers continue to meet face-to-face with clients, prospects, and referral sources. A brochure keeps your law firm in the client’s mind after leaving a meeting and, ultimately, when the hiring decision is made.
After years practicing law, Roberta Gubbins served as editor of the Ingham County Legal News. Since leaving the paper, she provides legal content writing for lawyers. She is editor of The Mentor, the SBM Master Lawyers newsletter. Writing as Alexandra Hawthorne, she published a cozy mystery, Murder One in Midvale Corners.
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