Many attorneys tell me that direct mail doesn't work for legal marketing. I believe this is true FOR THOSE ATTORNEYS. However there is a way to ethically use direct mail to enhance your legal marketing plan.
This process is called a reciprocal mailing strategy and this video explains it in detail.
Here is a summary of how a reciprocal mailing strategy works:
- Find a lawyer in a practice area that is not competitive to yours.
- Ask that lawyer to write a letter introducing you to his clients.
- Allow that lawyer to offer his clients a subscription to your newsletter free of charge.
- You do the same thing for that lawyer to your client base.
This strategy works well when you are sending direct mail letters. It is an introduction from someone the client trusts and you are offering valuable information.
Please note that you are sending a newsletter and not a direct mail solicitation. But you can now send a newsletter to that prospective client every month.
This is just one of the ways you can make direct mail work for you. I highly encourage you to take advantage of this opportunity.