We recently received a physical mailer from a lawyer here in Florida, and I think we can learn some important legal marketing lessons from it.
For starters, our own internet marketing company never recommends mail marketing. The internet is far more cost-effective. That’s an absolute fact.
But if you are going to do a mail marketing campaign, we offer here some tips for hitting the mark somewhat more precisely than the attorney who recently sent us mail
WHO RECEIVES YOUR MAIL?
Targeting the right recipients to receive your mail is imperative for a mail marketing campaign.
The piece of mail we received was from a lawyer in Orlando – ninety minutes and a county away. We don’t know this lawyer, and we did not sign up to receive his “newsletter.”
When people wonder “Why is this lawyer contacting me?” it may not be the best way to get their attention.
The newsletter’s content is wrong as well.
The attorney handles personal injury cases, but there’s nothing in the content about this attorney’s practice, cases, or clients. There are no verdict amounts listed, no endorsements for this attorney, and no client testimonials.
SOLID TEXT BLOCKS ARE A BIG MISTAKE
One piece of content – a lengthy article about a local safety activist – has nothing to do with us or our distant community.
The other piece of content – even longer – is a ramble about divorce, but this attorney does not handle divorces.
Unacceptably long blocks of text – in unreadably small type – is always a wasted effort. No one will read it. And one full page of this “newsletter” is solid text in small type.
Nothing in this piece of mail tells us who this lawyer is, why he’s contacting us, or what he will do on our behalf.
This piece of mail cannot help this attorney – at all.
WHAT WORKS BETTER?
If you do a mail marketing campaign, it’s almost imperative to use a graphic artist. They’re not expensive. You want to send people something attractive.
We find that infographics are attractive, popular, and useful. They can offer important information and value to the consumer in a form that’s easily “digestible” and appealing.
Your mailer should include at least one infographic. Ours get positive comments and substantial numbers of shares.
TELL US YOUR EXPERIENCES WITH MAIL MARKETING
While our internet marketing company discourages mail marketing, we’re still interested in your experiences.
Tell us in the comment section below about your own mail marketing campaigns, and we’ll share your experience here with other attorneys.