Marketing pieces pose unique challenges because you never know who is going to receive them, when, or where. It’s impossible to put them in a broader context. They have to stand alone, and have impact, in a variety of unpredictable settings and audiences – perfect examples of creativity within a tight framework.
Our goal is to create marketing that are compact, effective positioning and branding vehicles. That tell the story of a practice group, an industry or an attorney (we include attorney bios in this category) effectively and compellingly, within the very real limitations of the medium.
The key to this is, first of all, in graphic design. Design organizes information, and communicates a lot about the subject. Photography is particularly important. We work very closely with designers and photographers to conceptualize, plan and deliver marketing materials with impact.
Another critical factor is research. A bad marketing piece is one which would work for any firm, anywhere. To create a great one, you have to dig. If you do, you can uncover the specific, concrete facts and details that make a piece credible, and that resonate with your target audience. As an example, labor and employment lawyers need to simultaneously handle workplace issues and help make sure day-to-day operations are unaffected. That kind of specific observation tells the reader that you know what you’re talking about.
Finally, a great marketing piece has to be completely self-sufficient. It tells the entire story, omits details that don’t move the conversation forward, and clearly communicates the information the client cares about. If a firm’s website is a symphony, a marketing piece is a sonata.
Give us a call, and we’d be happy to help you compose one.