I recently received some mail from an attorney. It’s in kind of a “newsletter” format, so I want to go through it with you briefly.
This piece of mail misses the mark in a lot of ways. I’ll tell you why.
Honestly, however, our internet marketing agency does not recommend using physical mailers. You get much more bang for your buck by marketing effectively on the internet, and we help attorneys and law firms do exactly that.
Still, if you’re interested in physical mailers, here are some ways to hit the mark a little more accurately.
TARGET YOUR MAILER
You must target your audience more precisely. I’m ninety minutes from this attorney’s Orlando office, in another county. I do not know this attorney, and I did not sign up for his newsletter.
If people are wondering “Why did I receive this?” that is probably not a good way to introduce your law practice.
Secondly, the content is, well, just plain wrong. The mailer is from a personal injury attorney, and its newsletter format features two pieces of content.
DO NOT – REPEAT, DO NOT – USE LONG BLOCKS OF UNINTERRUPTED TEXT
One is a lengthy piece of writing about an award going to a community safety activist – which is fine, but I do not know the person, and it’s not my community.
The second piece is an even longer, essentially autobiographical article about the “lessons” of divorce, although the attorney is advertising as a personal injury lawyer.
Both pieces of writing feature almost unbearably long blocks of almost unreadably small solid text. The second page of the “newsletter” is nothing but text.
It’s too long and I didn’t read it. But if I did, I still would have no idea who this attorney is, why he is contacting me, or what he can do for me.
I simply do not see how this mailer helps this attorney in any way.
WHAT ARE SOME MORE EFFECTIVE ALTERNATIVES?
If you are going to do a mailer, have something attractive designed by a graphic artist.
We’ve had a number of infographics created for us – inexpensively – that provide useful information in an “easy-to-digest” and visually appealing format.
Those infographics receive plenty of good comments and a considerable number of shares.
WHAT ARE YOUR OWN EXPERIENCES? WE’D LIKE TO KNOW
That’s just one of the ways the mailer that I received could be substantially improved.
If you’ve had good – or bad – experiences doing mailers, we’d like to know. Our internet marketing agency is always ready to discuss advertising and marketing ideas.
Email us – firstname.lastname@example.org – or call us at 619-607-4300.