Attorney Direct Mail Marketing: 6 Best Practices to Follow
Even in the world of websites and social media, attorney direct mail still performs for law firms. That is, if you know the rules to follow.
Attorneys using direct mail are subject to ethical challenges on top of understanding what it takes to create an effective campaign. If you’re using attorney direct mail marketing to grow your firm, follow these six best practices before sending your next mailer:
#1 – Attorney Direct Mail Should Tailor Each Mailer to a Specific Subject
The law field is a broad one, covering everything from worker’s compensation cases to auto accidents to divorces and estate planning. If you offer a variety of services, they don’t all belong on the same postcard.
Instead, choose a single niche to promote on each mailer. For example, you can create a campaign that targets those who may have been involved in a car accident recently. The more succinct and specific your message, the better chance you have of reaching the right people.
Market the work you’d like to be doing, not the work you have to do to pay the bills.
Source: The American Bar Association
#2 – Hone Your Mailing List
The individuals you target with your mailing are just as important as the mailing itself. For example, if you’re trying to promote your estate planning services, you might purchase a list that targets local residents in a particular age bracket, new parents, or those who have just started a new career.
Companies who specialize in mailing lists may be able to help you target individuals in other demographic areas, such as income level, gender, length of time at their current resident, and other criteria to help you reach your target audience.
#3 – Put the Prospect’s Needs First
Legal issues are sensitive subjects. People who need attorney services are likely experiencing undesirable situations. The last thing they want is to hear a sales pitch. What they’d rather hear is how you can help them.
Attorney direct mail should sympathize with the prospect. Show them you understand what they’re going through and that there’s something they can do about it.
Talking about your awards, amount of time you’ve been practicing law, and the number of cases you’ve won can help build trust, but these self-serving facts shouldn’t take priority over building an emotional connection with your prospects.
#4 – Time Your Attorney Direct Mail
Timing is everything in legal matters. Someone who has just been arrested wants a lawyer on their team as soon as possible, not next week. If you’re proactively searching arrest reports or legal notices in newspapers, sending a mailing quickly should be simple.
It’s helpful to have a backstock of evergreen postcards or other direct mail materials that you can send out in a moment’s notice. Opt for a design that won’t look dated in a couple years, so you can order in bulk and save money on your mailings.
#5 – Opt for High-Quality Materials
When it comes to hiring an attorney, people want to partner with someone who will give them the best chance of a positive outcome. High-quality paper, raised lettering, or luxe embellishments can go a long way in building an upscale brand image that gives off a vibe of success.
People realize these little extras don’t come cheap (otherwise everyone would use them), and they’ll feel confident your firm is doing well enough to spring for the extra impressions. High-quality mailers also enhance your professionalism and can make your prospects feel more confident about doing business with you.
#6 – Hire a Professional Copywriter
Law school may have covered everything you need to know about navigating the legal system, but it may have failed to teach you how to write effective marketing material. It literally pays to hire a professional copywriter who can not only make your brand sound polished and professional, but also use the right words to spur your prospects into action.
A professional copywriter will add a little extra expense to your mailing campaign, but it can make all the difference in its success.
Every direct mail campaign is different, even for attorneys using the same strategies and best practices. What works for one firm doesn’t always work for another. It’s important you consider your own target market and services when designing your direct mail campaign to get the best results.