Law firm brochures are a waste of time and resources, usually poorly written with plenty of “me”, “us,” “our” law firm is just terrific and does fabulous stuff. Not enough about the prospect’s issues and the value that the client will receive.
Worse they are too wordy, and NOT READ. Think about it, would you honestly read your brochure? Okay, the ten partners who drafted it read it, and changed it, and changed it again. But, seriously, if you received your brochure from a company or another law firm, would you read it? I don’t think so.
Nathan Burke at has a post commenting on Seth Godin’s take on corporate brochures; to wit: “People won’t read it.” Why would anyone think that a law firm brochure is any different?
Okay, now you are thinking of chucking that brochure project since you concur that it is a waste. NOT SO FAST. You have to have a brochure, simply because clients or prospects will ask for one. It doesn’t mean they’ll read it. But it is a way of getting a feel for your law firm. As Seth says, “a brochure is begging someone to judge you.” Thus, unfortunately, it is a necessary tool of legal marketing.
If you don’t have one, that sends a message. If you do, but it is cheap looking, that sends (possibly a worse) message. So, what’s a lawyer-marketer to do?
For starters:
*Hire a professional to design and write your brochure (yes, write it),
*Could be a simple tri-fold,
*Keep content to a minimum (save the content for your website. You do have one of those, don’t you? If not, see my post from December 30 of last year),
*Use attractive, quality paper, and
*Have lots of open space and relevant pictures (no, not a gavel, columns, courthouse, law library, or of that lawyer who is planning to leave next month. Rather use pictures of client industries, art work, meaningful pictures of your community, etc.).
Brochures do not have to be expensive, elaborate, or, heaven forbid, verbose. A simple but attractive one should do nicely for that occasion when you are asked for one.