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June 28, 2021

How to create a brochure of a law company: main ideas and principles

A law firm’s brochure is seen as a tool for passive communication about the company and its values to clients.

It is important to remember that the brochure and the booklet are not the same. The brochure is a printed publication in the format of a small book, ranging from 4 to 48 sheets. Whereas a booklet is an attractive flyer for printing.

If the purpose of the booklet is clearly advertising, the purpose of the brochure is to inform as much as possible about the company, its services without obvious advertising features. In other words, when speaking of the brochure, we are always referring to information material, not advertising material, with a clear offer of services and a call to action.

Preparation for the brochure is much more important than the process of creating the brochure itself. Because during the preparation phase you must clearly present and formulate the main messages that you want to convey to clients or potential employees about your company and its services.

1. Define a goal

• Define the main message you want to convey through the brochure:

• Create a corporate image for potential clients;

• Describe each practice for cross-selling to existing customers;

• Provide a certain set of services for businesses your company serves;

• Attract the attention of potential staff;

2. Identify audience and message

80% of what a law firm says in a brochure is about itself and its competitors. Almost everyone speaks of professionalism, high quality of legal services, but clients are well aware that there is no law firm that can provide 100% quality and professionalism in everything.The main task is to identify the 20% that distinguishes the firm from the others and to develop this message to the required volume.

Distinguishing characteristics may be:

• Certain aspect of the service (e.g., average time or speed of work on client assignments);

• Usage of legal technologies that, for example, improve the quality of solutions for the client;

• Unique specialization.

Anticipate possible client objections

For example, if a firm believes that its small size can be an impediment to receiving client assignments or complex projects, it should not write about many practices in which a firm of 3-5 lawyers specializes but should «compensate» this fact, focusing on the advantages of a small firm.

In other words, the main messages of the brochure should be aimed at possible criticism of the doubtful audience.

3. Organize the text

Make sure to include an introductory page or paragraph into the brochure in which you summarize the main messages about your company. The information must be as structured as possible so that the reader can quickly find the information he is interested in. Place contacts so potential clients can easily find them.

Focus on value, not just information

Many law companies list banal information in their brochures, for example, «The combined experience of our team is 100 years», «We have offices in cities…». It would be better to write, for example: «More than 10 years we provide services for private entrepreneurs» or «Our offices in cities … allow us to represent our clients in … region».

Unfortunately, these recommendations, while obvious, are rarely consistently used by law firms. The CEOs of law firms often believe that marketers are better at revealing the benefits of their own company, which usually leads to the simple copying of brochures from other law firms.