The Law Firm Brochure … Why bother?

I wonder how many hours are wasted talking about brochures and marketing literature?

“Shall we have this font for the front cover?”

“Is the logo too big?”

“Who will write the copy?”

“Do we need to cover all the practice areas?”

And there is the cost of production and mailing it to clients.

But why?

Why bother?

How much of what you produce in hard-copy form do your clients read?

Go on, admit it, you have no idea.

Most brochures tend to be given to new clients. There is a strong argument to say that this is wrong. Wrong in the sense that the client who has instructed you in one area is not immediately going to be in the market for something else. If they were, it would be a sad state of affairs if they had to read about it in a brochure and couldn’t ask you about it.

If you are committed to your web presence then that should guide, inform and dictate how your clients interact.

Saying that your clients aren’t on line is going to look stupid if you don’t ask. And how many of your elderly clients really want to read a densely-packed, 10 point size brochure? Please…!

If you must have material then surely the starting point is to ask your clients what they would like to read. How about doing some mock ups and assembling a focus group? It might just mean the difference between success and failure.

But isn’t this all a bit last minute? Shouldn’t you as well be asking them about the website content, their use of the internet and if video or MP3 files might not work just as well? You could just as easily have a viewable document on line (check out this site which I like YuDu)

And then there is the game-changer of all game-changers: the iPad2. This or something like this is where firms should be plotting a course. I have mentioned it before but why don’t you have an iPad in your reception to showcase your material? And what about an App? Here is one I like from Valorem Law (http://valoremlaw.com/).

If you haven’t got the ROi firmly nailed down for the printed brochure then what have you got to lose?

Oh and lastly what about using QR codes on your business cards or even on some of the next stock of printed matter? Check this article out.

I say:

Out with the Old, in with the New.

~ JS ~

10 responses to “The Law Firm Brochure … Why bother?”

  1. Simon Nash says:

    I have been thinking the same about that old stalwart the Law Firm Recruitment Brochure. Go to any milk round law fair and collect an armful of these things – cut out all of the pictures and copy out all of the text and I defy anyone, even the recruiting partners of the firms that wrote them to identify their images and their own text from the mass of me-too guff that serves as employment branding. And how much time is wasted every year or so tweaking the words or refreshing the look. Yes, change “our people are our most important asset” to “our people are our most valuable asset”, that’ll make all the difference to the kind of people we can attact…

    The only useful purpose I can see is to give slightly nervous and probably untrained (for this) staffers at the firm’s recruitment stand something to grip onto and to break the ice as they start a conversation about what its like to train / work here. Perhaps this could be served by printing out a few copies of their firm’s ROF review or some other independent comment and, more importantly, selecting and training those staff who man the stand – to be more comfortable about striking up interesting conversations about life in the firm.

    I’ll add a few rec brochures to the bonfire you are building Julian!

  2. Simon Nash says:

    I have been thinking the same about that old stalwart the Law Firm Recruitment Brochure. Go to any milk round law fair and collect an armful of these things – cut out all of the pictures and copy out all of the text and I defy anyone, even the recruiting partners of the firms that wrote them to identify their images and their own text from the mass of me-too guff that serves as employment branding. And how much time is wasted every year or so tweaking the words or refreshing the look. Yes, change “our people are our most important asset” to “our people are our most valuable asset”, that’ll make all the difference to the kind of people we can attact…

    The only useful purpose I can see is to give slightly nervous and probably untrained (for this) staffers at the firm’s recruitment stand something to grip onto and to break the ice as they start a conversation about what its like to train / work here. Perhaps this could be served by printing out a few copies of their firm’s ROF review or some other independent comment and, more importantly, selecting and training those staff who man the stand – to be more comfortable about striking up interesting conversations about life in the firm.

    I’ll add a few rec brochures to the bonfire you are building Julian!

  3. Off topic slightly, but that law firms idea of letting clients adjust their bill is a great idea. Here’s what we agreed the bill should be, but wha was it worth to you.

    I’d steal that!

  4. Off topic slightly, but that law firms idea of letting clients adjust their bill is a great idea. Here’s what we agreed the bill should be, but wha was it worth to you.

    I’d steal that!

  5. Thanks Steven. I think it is something we will see more of but it is the letting go that will be so hard for law firms.

    Regards
    Julian

  6. Thanks Steven. I think it is something we will see more of but it is the letting go that will be so hard for law firms.

    Regards
    Julian

  7. Simon

    Great comment and I hadn’t even thought about the recruitment process. Why don’t firms get some iPads? That would be a little different.

    Julian

  8. Simon

    Great comment and I hadn’t even thought about the recruitment process. Why don’t firms get some iPads? That would be a little different.

    Julian

  9. 子宮肌瘤 says:

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  10. 子宮肌瘤 says:

    Thank you for taking this possibility to discuss this, Personally i think strongly over it and I reap the benefits of learning about this subject. When possible, when you gain data, please update this site with new information. I have discovered it extremely useful.

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