Are You Using Direct Mail For Your Solicitors Practice?

If you have never tried it, now is an excellent reason to try Direct Mail Marketing for your law firm. There are several key reasons for this, not least the folllowing:

• Fewer companies are spending money on marketing at all, let alone Direct Mail. They have decided to shut up shop and wait for the world economy to return to normal. That simply is not going to happen. The economy has changed and changed for good, so now is a great time for testing Direct Mail marketing for your law firm.
• Because fewer businesses are sending direct mail, there is less post on everyone’s doormat and therefore a much higher chance of your mail being opened and read (which is nice).
• Another reason that people have stopped using direct mail is because they are focusing their efforts on email marketing because of the obvious cost savings. The trouble is that with everyone trying this method, email opening rates are dropping all of the time meaning that fewer and fewer people are opening the emails they receive, particularly when they notice that they are receiving a sales email.

So it is a great time to test a Direct Mail Marketing campaign if you are looking to generate leads for your law firm. So if you agree with this, what steps must you take to ensure that your campaign is as successful as it can be and produces as many leads for your solicitor’s practice as you would like it to? Let’s take a look at your needs.

The Message Of Your Direct Mail Offer?

It is vital that your message is attractive, has a time sensitive offer and is sent to the right list of relevant people. This assumes that you know who the right people are, but this should not mean any more than looking at your existing client list and finding commonalities that you can use to purchase a new database for your direct mail marketing campaign. For example, if you are a commercial lawyer, you might find that your business clients share a turnover bracket and a geographic location. You can use both of those factors to ensure that any mailing list your purchase matches this criteria.

If you offer other services, such as conveyancing, you might want to target families in a certain geographic area in a set property value range. Again, this information is available to purchase.

What Is Your Offer?

The most important part of the entire campaign after a highly targeted list is to make the right offer to your audience, and to ensure that that offer is time sensitive. Members of my Marketing4Solicitors service will know my PASTOR system which I use to create all of my marketing advertisements and offers including direct mail. However, the AIDA system is nearly as good (of course not quite as good).

• A – Attention
• I – Interest
• D – Desire
• A – Action

You must attract the attention of the recipient with a headline that talks to your target audience. This must under no circumstances be the name of your firm, as this is really of no interest to your potential new client. It should either frighten or excite your recipient, but it must speak to them and answer the conversation that is going on inside their minds already. For example, in conveyancing terms this might be:

"You Can Still Move House In This Dreadful Property Market"

Once you have your headline, you need to expand their interest, before creating a desire for your service (you can see why I have created my own system for law firms as ‘desire’ and legal services hardly fit hand in hand). The only way to create desire for your services is to make an offer. My saying when it comes to making offer is that ‘No Deadline Equals Total Recline‘, meaning you absolutely must put a tight deadline on your offer or there is no urgency for the recipient to take action.

A is for Action, and this is your final call to the recipient to take action and either call you, visit your website, or to do whatever it is that you want them to do once they receive your direct mail piece.

Direct Mail Return On Investment

The final point is that you must first test a small run of your direct mail campaign to ensure that it can provide you with a return on investment. No law firm should undertake any direct mail marketing unless it provides an immediate return on investment for them in terms of instructions received and fees generated. Testing a small number (say 100) first also allows you to see how many returns you receive to show whether your direct mail list is current. If it is not, request another one and a refund from the same supplier and test again.

Need Help?

I am happy to write or edit your direct mail campaign for your law firm to make sure it has the best prospects of success of providing you with a return on investment. Please either complete my enquiry form, call 01275 855525 or obtain my contact details by downloading my free guide below.

Free Guide – 8 Ways To Instantly Attract New Clients

Are you using the methods ALL of my consultancy clients use successfully to generate new client instructions every month on auto-pilot? Download my free guide which will tell you:

• The fatal mistakes most solicitors make with their advertising along with a formula to use to correct them
• How to finally find out what is working for you so you can do more of what works and stop doing what is not working
• The best form of marketing for solicitors (and you will be pleased to hear it does not involve spending thousands of pounds)
• How to make more of your ‘free advertising space’ which most solicitors completely overlook
• Website marketing – what are you missing, how can you improve or even what is it?
• Creating your army of salesmen for your services
• The one tip that could instantly increase your profits with NO COST whatsoever

You have nothing to lose and much to gain, so download the guide now and start taking the action that will bring you huge rewards.

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