Legal Marketing & PR

Valorem's Law Firm Marketing says "We killed the billable hour."

By Larry Bodine, Esq.

If you’re going to create a brochure, it’s best if you make it distinctive.  My latest favorite is the Valorem law group’s brochure.  They show a clock (from their building in Chicago) shot through with bullet holes.  You open it up and it says, “we killed the billable hour.” 

Not only is it memorable and different but it expresses a powerful unique selling proposition.  It contains no lawyer bios or practice descriptions, and is designed to prompt readers to visit their website: www.valoremlaw.com.

I love their selling points inside the brochure:

• Every invoice contains a "Value Adjustment Line" where a client can mark up or down the firm's fee.  "If you don't believe the value we deliver is worh our proposed fee, you adjust the bill," the brochure says.
• A page that says "We listened. (Carefully). Client complaints: Hourly billilng only. Annual rate increases. Unpredictable fees. Boiling the ocean to make a cup of tea."
• "We created a new business model: You define success, we achieve it, you know exactly what it will cost."
• A reprint of a letter to the firm, addressed to "Cool Law Firm."

They also show their sense of humor, saying, "We take our work seriously. Ourselves, not so much."  They have a picture of their boardroom, with "Bored Room" etched into the glass. There's a picture of a hallway sign that warns, "Beware of Brainstorms." And the fine print on the back says "In creating this brochure, no real clocks were injured or killed."

The brochure designer is Jon Heiniger in Chicago. For more info call Nicole Nehama Auerbach at 312.676.5469, Nicole.auerbach@valoremlaw.com

Full post as published by Larry Bodine's LawMarketing Blog on February 11, 2009 (boomark / email).