Practice Management

I was reading an article in the Austin Business Journal about Sweet Leaf Tea and its marketing lesson, and I wondered how that can be adapted to legal marketing.

Sweet Leaf Tea is one of the fastest-growing makers of ready-to-drink iced teas and sells its products on a national level through grocery chains such as Whole Foods Market, Kroger and Safeway.  The company just received $18 million to expand marketing and in doing so it had to consider its marketing and image on everything from packaging to business cards.

What the company discovered is that product and packaging has to be approachable.  It cannot be so slick or so professional that it scares people away.  I think that is true for many lawyers that especially deal directly with consumers.  Many of these lawyers are so concerned about their staid image that it just screams painful meetings, confrontation and money.  So, the marketing needs to be more personable.

This includes stationery, note cards, envelopes and business cards, especially in regard to those lawyers that market primarily through networking.

In the case of Sweet Leaf Tea, each business card card lists the employee's information, title and favorite flavor of tea, with the image of a full bottle on the front of the card and an empty bottle on the back.  The image is not what would typically be on a business card, and the company points out that they do not see a lot of business cards that has a product image on it, which is a shame if you fully believe in the product or legal services you are providing and the quality of your work.

The lessons learned by Sweet Leaf Tea is that business cards and letterhead can be valuable advertising tools and that simple messaging is best.

But, is not the problem for law and legal service that the product is intangible?  How do you picture a bankruptcy or a divorce or an injury or a real estate closing or a contract or an arbitration in a way that is not often gruesome?

In thinking about it I believe the way is to present to people your clients and success stories on your business card, stationery and the like.  How?  Why not on the back of business cards, note cards, stationery and other paper place quotes from your clients as to how you helped them.

"Attorney Bill Bob closed on my new home in 36 hours without a glitch".

"Ida Smith got me out of that confounded marriage and got the kids the money they need".

"Cooter Jones got that no count insurance company to pay me $36,567.24 for my injury without even goin' to court".

"I was in bad straights, but Big Billy Bower got those creditors off my back ... quick".

We put some of this stuff in TV ads and we put a little on websites, but why not put it on the document the potential client or referral source is likely to keep.

Just because of the work that I am in, I have seen tons of letter mailed to those facing foreclosure or being sued on a debt for bankruptcy services.  These are not nice moments for people receiving this mail.  Also, they do not get mail from just one attorney.  What sets you as the attorney out from the rest?  What makes you appear less ominous?  Would this not let them know they are not alone?  Would it not show them that you are approachable and can help and understand?  It is a little something that can help personalize the situation and you as the lawyer.

The point is that it helps make the intangible tangible.  It helps humanize the process.  And, it makes the lawyer and legal service seem approachable and doable.