Recent studies from the Direct Marketing Association (DMA) indicate that 56% of Americans enjoy receiving mail, opening a window of opportunity for law firms to gain fresh clientele. With those odds in your favor, you’ll want to put in real work to solidify those customers! Want to know how? The legal marketing experts at beMarketing are here with three practices that make direct mailers successful for law firms.
Lay Down the Law with Effective Content
Your objective is to obtain new clients, so it’s important to remember that time is of the essence with direct mailers. The majority of people go through their mail almost directly after pulling it from the mailbox, allowing you only a few seconds to grasp their attention. No matter what type of law your firm focuses on (IE Family Law, Medical Malpractice, Criminal Defense, etc.), what you put on your mailer should align directly with what your firm represents. To ensure your direct mailers draw in new customers, be sure to incorporate the following:
- Clever uses of color
- Eye catching graphic designs
- Persuasive branding
- Well structured fonts
- Informative and concise content
Call Simplicity to the Stand
The phrase “less is more” is the message successful mailers embody. Just as people tend to quickly scroll through Terms and Conditions information, mailers also get a quick scan. However, if people see something they like, they’ll keep reading. This is why using clear language and short sentences are easier for people to digest, increasing the chances of them actually taking action. Instead, keep your lengthy descriptions of who your firm is and what your services entail for your website.
Win the Case with Repetition
Ask yourself: “What do I want people to take away from my mailer?” Choose key phrases or words that emotionally resonate with your clients and place them strategically throughout your mailer. For example, if your law firm specializes in family matters, you may want to consider incorporating words such as:
- Children
- Fair
- Custody
- Divorce
- Hardship
When it comes to direct mailers, your first impression is everything. The art of effective direct mailers, when well planned out, can generate astounding leads for your law firm and help you get your business where you want it to be. If these three practices that make direct mailers successful for law firms have left you wanting to take action, contact us today!
