Brochures for lawyers can be a complex topic. I wrote about how to decide if you actually needed a brochure in another article thus you might want to read that one. To summarize briefly, a brochure is rarely a major aspect of a law firm marketing plan. Other marketing activities are often, if not usually, able to get you business faster or better than a brochure. That said they could have a role in your marketing plan so don’t rule them out totally either. Do remember you may need more than one brochure depending on your practice areas and the size of your firm. In this article I promise to give you the specific “how to” on creating effective brochures for lawyers. Lets get right to it.

First do remember in making brochures for lawyers you do not want to make design the major focus. A well-done design does not persuade I fear. The purpose of a brochure is to communicate a marketing message with compelling

copy that causes action. Design in law marketing is supposed to complement the copy. Not distract from the copy or overshadow the copy. Put most of your time, energy and money in focusing on the copy. The design needs to be pleasing for sure and appropriate to your practice area, however, it is the words on the page and the layout that is going to impact the reader the most. In consulting on developing brochures for lawyers I have found there is heavy focus on the design element and not enough focus on copy.