Two essential elements of your law marketing armoury

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The two essential elements of your law marketing armoury

90% of the solicitors I work with ask if we have a law marketing pack they can adapt and use. It's a sensible question because if you are launching a new product to your clients, or trying to get into new markets, such as a commercial client base for the first time, then you need some law marketing collateral.

However, as soon as you mention law marketing collateral the marketing experts tend to go into a huddle in their offices. The process of designing brochureware and so forth can be expensive and time consuming and although it's very nice if resources are not at a premium, I find the reality for most lawyers is, they need to keep spending under control. If that is the case, then a simple law marketing pack is perfectly adequate and in many cases, I think they are more effective.

We do provide lawyers with a law marketing pack when they license our service and it consists of the same things that most lawyers need when launching a product into a market. That is....

1. A core text that describes the features and benefits of the product or service and also some soundbites to help you sell it. I find this body of text really useful because you can refer to it time and again and it keeps you 'on message' whether writing for your website, communications and/or promotional campaigns.

2. Next you need a 'leave behind' that uses some of the core text to remind the lead about the product and gives them contact information and possibly also offers them an incentive to get in touch. It will need some graphics and a professional looking lay out so it's a good idea to involve a designer and a professional printer unless you are really good with desktop publishing

A 'leave behind' is a form of advertising and starts with the more inexpensive flyer or postcard and ends with the more expensive, glossy brochure. You can distribute these items in many ways, for example hand them out at networking events, send electronic versions by email following phone calls and seminars and display them on your reception desk in a prominent position. The idea is to get them out to your target audience.

You may find, as I do, that the more simple the 'leave behind' is, the better it works. This is probably because like the rest of us, prospects don't have time to leaf through page after page of your law marketing material and so you have to be clever when it comes to catching their attention and maintaining their interest in legal products and services. Plus it leaves something to the imagination which means you will have a reason to get in touch and convert them into clients.

If this was all the law marketing collateral you had in your armoury, I think it would be enough to do the job of generating leads and satisfying the demand that most leads have for 'something in writing'. Simple but effective.