Direct Mail can be a powerful way for lawyers to get information to potential clients. Even in the age of internet marketing, more and more companies are returning to direct mail as a method of reaching potential customers. Direct Mail can also be used to send important information to current clients. Here are 5 quick creative content ideas for a Lawyer’s Direct Mail piece;
- Free/Low cost legal seminar – remember the point is you are trying to grab the recipient’s attention. Offering a free 30 minute legal seminar, you have the chance to get multiple prospects in the same room. You could also direct people to register for a webinar (online seminar video). The subject could be an updated piece of legislation or even changes to tax rulings.
- Create a unique “bundle” of services, such as small business contract, insurance and company law set at a particular fee. You will find that if people want only one of these services, they will ask for it.
- Create/announce a partnership with another allied business or group. In New Zealand, the Musicians Association has a partnership with a music agent’s law firm. You could announce a partnership and create a unique service that goes hand in hand with that association.
- Promote a recent victory. Have you won a recent case? Have you been nominated for/won an award? You don’t have to name names, or provide excessive details, but promote your recent accomplishments!
- Announce the results of a recent survey or study. If there are new interesting statistics or findings that relate to your area of law or industry speciality, then you can use Direct Mail to inform your potential clients of the facts.
Whichever content you go with, here are some principals you need to adhere to when crafting Direct Mail.
Do not offer FREE CONSULTATIONS. This is your bread and butter, why would you give it away to new clients?
Do not make promises you can’t keep.
Target Target Target
Who are you sending this information to. Is it going to be something that could be very important to them? You can purchase lists that target people by suburb and area, but you can also get lists of people who have just bought a home, work in high risk jobs or a wide variety of other classifications. Your own marketing lists should also be segmented, so that you can broadcast the right message to the right people.
Think about the overall metaphore and imagery of the message you are sending out. People understand pictures faster than they understand words. Selecting and using the right image is as important as selecting the right headline. iStockphoto have some very good, low cost images you can use royalty free in your creative.
The headline is the second most important part of the creative after the image. Use the top right corner of the piece to plainly state your offer. Use short, regular, english expressions. Always use the “active present voice” throughout the creative.Use clever subheads to call-out important offers, benefits, and points of differentiation. The whole world is using SMS language, and you need to be adapting to similar attention span levels.
Including testimonials and case studies in your piece creates a trust bridge. One of the hardest things to do when talking to a potential customer “cold” is people have an inherent lack of trust in what they are reading.
Test Test Test
It is very easy to send out several different versions of similar creative. Each time you carry out a Direct Mail piece, you should try to send out at least 5 different types to test which one works the best. Direct mail marketing is the art of constant testing.
Provide an easy way to respond
1800 number, postage-paid response card, coupon or web site address. Make the final offer time sensitive. Make it imperative that they call you.
Creative Development is a marketing and web design agency based in Sydney. We offer direct mail services to any business around the world. Every month we create powerful leads for our clients using direct mail.