Role Of Brochures In Attorneys Marketing Program

Role of brochures in attorneys marketing program

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Role of Brochures in Attorney's Marketing Program
Brochures are powerful devices to summarize in writing and design an attorney or firm. But, to be effective,
they must be viewed for what they are: a small piece of the attorney’s total marketing program. To write a
brochure successfully, the attorney must undertake a comprehensive approach to production. A common
flaw in most attorney brochures is their lack of focus and clarity of language to leave a strong impression in
the minds of readers

This article discusses
the role of brochures in the attorney's total marketing program

how to resolve internal disagreements on the importance of brochures and how to get them produced

the "internal" benefits of the brochure preparation process

the seven steps to brochure production

the four objectives that effective brochures can accomplish

A brochure is not a goal by itself-it is a means to another end. Brochures usually strive to provide full and
accurate information about an attorney or a firm, leading to opportunities for additional practice

Brochures project an image, conveyed not only through design features but also through content,
organization, and flow. They are powerful devices to tell the attorney's story, document achievements, and
showcase capability. Brochures and other marketing tools such as seminars and newsletters do not alone
sell a potential client on an attorney or firm. They are the kind of things that are important in their absence

They are a piece of a total program that helps develop new clients and generate more work from existing

Value to Attorneys
Brochures have other useful purposes, not the least of which is internal. Many times, the process of writing
the brochure has provided immeasurable benefits to individuals and groups of attorneys. It forces them to
articulate their thoughts on their current and future practice of law

As with other forms of promotion, brochures are of value for the client- focused attorney in reinforcement
for existing clients, prompting the "That's my attorney" response. Brochures are useful in recruiting and in
helping to develop the firm's identity. But if the process is not handled correctly, brochures can be costly to
produce both in terms of attorney time and outside expense for writers, graphic designers, and printers

Successful Approach
Here are the seven steps to preparing the text for an attorney brochure. Because of the unique needs of
attorneys, this method works best:
1. Decide that the objective of the brochure is clear. This is a decision of the managing partner or
management committee

2. Decide the firm's self-perception. This information may already be available from earlier firm
analyses. If not, it can be obtained through interviews of key partners, associates, and staff

Remember that all levels within the firm have a stake in the success of the brochure and other
marketing activities

3. Decide the firm's desired image through interviews with managing partner and other key attorneys
in leadership positions

4. Decide the firm's desired target audience and specific targets by name. Ensure that these targets
mesh with individual practice area objectives

5. Interview the target audience to learn, not only of their legal and regulatory problems, but also of the
concerns in their lives and business outside the legal arena. Questions should uncover legislative
(both federal and state) actions that are real or pending

6. Present findings to the managing partner, then to the business development committee. From their
responses, strategy recommendations can be developed that address client concerns in the

7. Write the brochure text to address client needs, both current and future. Minimize attorney "I" or
"we" usage and demonstrate focus on reader by using "you." 1
Text Writing Dilemma
A tough issue that brochure teams face is this: Does a brochure, created for business development and
marketing, represent the firm as it is? Or does it represent the firm as it wants to be? Most firms use
brochures for dual purposes-to describe the firm as it presently exists and to position the firm for other
services as well. Of course no firm can misrepresent itself. Yet, for example, do a few real estate contract
reviews qualify the firm to claim it offers land use planning services? Aggressive staff will assert that it does

Conservative partners will be uncomfortable, finding the statement of these services indefensible. Yet the
firm wants more land use and real estate work. To list or not? Discussion on this issue will reach
fundamental levels of vision, direction, and growth

Once issues of substance are resolved, the actual copywriting and design are easy

Single Purpose
The best brochures are those where everyone involved understands the brochure's single purpose, that is,
the brochure does not try to do too much. In other words, a law firm brochure will generally have one of
four purposes:
1. To introduce the attorneys and their particular skills and areas of emphasis
2. To identify the firm's services, providing sufficient detail so that new clients can fully understand the
scope of the firm and existing clients can be "cross-sold" additional services
3. To describe the special character of the firm
4. To describe the benefits the law firm offers in a specific area of legal practice
It may be easy to say "My brochure does all these things." But there is an old axiom of advertising that says
"Everything emphasized equals nothing emphasized." In other words, the narrower the purpose of the
brochure, the more effective it will be

Multi-purposes can sometimes be addressed by designing brochures in component parts. Various pieces
can be assembled or arranged to meet several objectives. An example is a "basic" brochure with a pocket in
which other information can be placed. The "basic" may fulfill the purpose of describing the scope of the
firm's services, with pocket inserts that describe the firm's services in detail. Another insert may introduce
the attorneys and their areas of emphasis

As the brochure production process is underway, attorneys should frequently ask themselves: What is the
purpose of this brochure? In doing so, they’ll stay narrowly focused and avoid the "everything emphasized
equals nothing" flaw regularly seen in many brochures

Responding To Client's Interests
The final word on brochures is this: Brochures and the information in them are of most value, according to
survey results of recipients, if they highlight three things: (1) the specific area of expertise of the attorney(s),
(2) the outcome of cases, and (3) the success rate with certain types of cases. Brochures are also most
effective when accompanied by a capability statement that responds directly to that client's particular legal

It's hard to resist writing "everything to everyone" but the more care fully focused, rifle-shot versus shotgun
approach to brochure writing is the better solution 2

The role of brochures in the attorney's total marketing program. how to resolve internal disagreements on the importance of brochures and how to get them produced. the "internal" …

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Frequently Asked Questions

What is a marketing brochure and how to create one?

Marketing brochures are very useful tools for promoting a company, brand, product or service. Brochures, unlike flyers, are more elaborate, larger in size, contain several pages for more informative content, and are delivered to a specific number of audiences.

Why is it important to focus on the elements of brochure?

That is why, it is important to focus on elements which should be included in the brochure. To function as an effective marketing tool, a brochure should include the information on the facts which are interesting for the customer.

What is the role of brochure in tourism marketing?

According to Bhatia, “since tourism is an intangible product which cannot be pretested by the prospective consumer prior to the purchase, the brochure becomes the important channel of informing a customer about the product and also motivating him to buy the product” (Bhatia 2006, p. 247).