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How to Create a Letter for Direct Mail Marketing
Most Attorneys in Virginia have a website. Your website is the “face” of your law firm. The same concept goes for those Virginia Attorneys that do direct mail marketing. Your direct mail letter is the firm’s image and, if done properly, you can advertise both your brand and your services.
What Should go in Your Direct Mail Letter?
Always have your firm’s letterhead on your letter. This should clearly show your firm’s name, address, and phone number. It is also advisable to have your website and an email address. Many people are shy and don’t wish to call initially. Provide them an avenue to contact you with the option of either going on your website and using your contact form or to simply sending you an email. Be sure all of your contact information is clear and easily readable.
In terms of the content, what stands you apart from another Virginia Attorney? Are you a former prosecutor and have a clear understanding of what both prosecutors and the court expects from your client or the case? Are you a former public defender and have, therefore, handled thousands of cases? If you have been in practice for a longtime that is also certainly something a potential client would find advantageous to them. Perhaps you don’t have much prior experience but are willing to meet with them on weekends for appointments. Decide what sets you apart from other Attorneys and be sure to clearly explain that to the potential client.
Additionally, your client is facing a certain charge. In your letter, you want to have their particular charge listed on the letter as a type of case you regularly handle. You can simply list the types of cases you represent on the letter so that when the potential client reads your letter they will see their charge on it (as well as others so it appears you are knowledgeable on related types of cases and, most importantly, their particular case).
Prior Reviews
In the modern era of Amazon and Google, many people want to read reviews of products and services before they purchase them. Your potential client who needs an Attorney is no different. Because your letter should be eye catching and needs to get their attention right away, give them a taste of your prior clients’ reviews. List where the reviews came from and, if possible, use reviews that may pertain to that potential client’s type of charge (or at least a related charge) and be sure to include the appropriate disclaimer. Reviews can be a powerful tool and they should be used.
Practice Region (Location)
Let your potential client know where you practice. Many Virginia Attorneys practice in more than one jurisdiction and, as a result, send direct mail to multiple counties. Rather than simply having your office listed (which is typically in one particular county), let your potential client know you practice in the county in which they are charged.
For example, if you practice in Northern Virginia, you can have a note in the bottom of your letter as to what counties, towns, and/or cities that representation includes. Your potential client should feel confident that you have not only been to the county in which they are charged but that you have experience in that particular county (and hopefully know the Judges and Prosecutors there too).
Make Yourself Approachable
When reaching out to a potential client it is important to make them feel comfortable in contacting you. Attorneys have been trained to speak to a court and not exhibit any personality. Your letter should advise them that they can contact you at any time and that you won’t bite. If you offer a free consultation, let them know there are no strings attached and that they can simply call to ask questions. Make it appear you want to help (because you do) and that you care about your clients and their cases. If they think you would care about their case and that they feel like they can talk to you then that may be exactly what they will do.