How to Make a Lawyer's Brochure

One of the effective means for lawyers or law firms to advertise their services is produce a brochure about their services. It is important that attorneys take some time to focus on putting together this representative document. They should not assume that simply spending more money for a glossy brochure will enable them to find more clients, which is purpose of this means of advertising. Therefore it is important that attorneys and firms think carefully about how to make their lawyer's brochure.


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    Understand the ethics involved with advertising. While it may be the case that each state has different ethical codes pertaining to advertising, in general attorneys should adhere to certain rules.
    • The information presented in a brochure should be published in an objective and understandable way which would help the potential client's ability to choose a lawyer. The style and advertising strategy should facilitate and not interfere with any client's intelligent decision in choosing the counsel which represents them.
    • Lawyers should avoid any and all claims or statements that could be considered deceptive, false or misleading, especially relating to an attorney's professional qualifications, experience or education. Lawyers who have been certified in a particular area of the law by an American Bar Association or state bar association approved organization, should be able to include that information in their brochures. However, the state may require a disclaimer that such certification does not necessarily indicate greater competence.
    • The brochure should not include promises as to the outcome of potential litigation or the implication that litigation could be influenced due to political or personal connections of the firm.
    • Inclusion of the name of an attorney in the brochure who has left, and no longer can practice law with the firm, be it through retirement, by obtaining a judgeship or election to political office should not be mentioned in the brochure. The exception would be the use of the name of a deceased or retired partner if the current firm is a successor of that or those persons.
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    Concentrate your time on the quality of information included in the brochure. Communicate to your prospective client why they should select your representation over that of another attorney or firm. Although very important, the brochure should have a complete message beyond that of introducing your history, philosophy, firm members, or areas of practice.
    • Focus on issues that your clients have been having and offer them ways to solve the issues. Give a complete list of your services. If a prospect doesn't see what they are looking for, they may assume you don't offer that service.
    • Offer information, helpful tips and advice for prospective clients to give the prospect reasons to keep the brochure for future reference.
    • Differentiate your services and abilities from competing firms and lawyers and explain to the prospective client why they should choose your representation over your competitors.
    • In addition to including a detailed biography regarding your experience and qualifications, present a personal message and offer a promise regarding your commitment to their case. Always include your picture.
    • Include client testimonies.
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    Find places to disseminate the brochures. Ask your past clients to use them for referrals or have them placed in an office where they would be seen by the type of clients your office caters to.


  • Lawyers should consider the brochure in the same way they would present a case. Ask, were this a trial, would a jury be convinced to render a verdict on your behalf, or was some of the evidence left out.


  • Lawyers who advertise in multiple states should be aware of the rules governing such advertising in those states. This could apply where the firm

has offices in multiple state or send brochures to prospective clients in other states.

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Categories: Legal Careers