Elite Training “EZ” Series
EZ Lawyer Sales Tutorial
Lawyers, Attorney’s, Barristers, Solicitors, or whatever you want to call them … are one of the most attractive, yet toughest niches for marketers to break into.
In this “EZ” guide installment I’ll show you how you can bust your way into this seemingly impenetrable quickly and effectively, pitching a very simple product.
It’s a product so frequently used, in-demand, and obvious, but I bet you’ve never even thought of it! And it opens the door to so many more marketing services.
“Little Hinges Swing Big Doors”. W. Clement Stone
The #1 Easiest
Product to Sell To Lawyers
Can you guess what it might be?
It’s … Letterhead.
Lawyers LOVE nice letterhead and the vast majority have ones they wish were nicer.
Letterhead (and stationery in general) is a marketing product no one ever thinks to sell. Yet it’s so easy and effective for getting your foot in the door and opening endless marketing possibilities.
But is there money?
Yeah absolutely, both for immediate profit and potential profit.
Too many marketers try to pitch lawyers cold with offers like SEO, Web Design, and Reputation Management but that’ like expecting to hit a home run at every pitch. Impossible.
Consider these advantages:
- You can pitch letterhead to office staff — (and they love it) — making prospecting a breeze.
- It appeals to lawyers ego, making them typically very excited during the project.
- Letterhead is a critical part of their “brand”, which leads to more involved marketing like logo design, web redesign, print collateral, etc. It makes upselling natural and easy.
Plus, letterhead & envelopes are great recurring income because they often run out of them multiple times a year — giving you repeat orders that can last many years (or even decades).
To the uninitiated, it might seem like professionals in this day and age only use digital communications. A lot of marketers have this strange idea in their head that no one uses paper anymore, but it couldn’t be further from the truth. Lawyers use regular paper letterhead
Lawyers use regular paper letterhead every day for things like:
- drawing up drafts and contracts
- retainer agreements
- sending invoices and bills (as well as “paid” copies)
- letters and reminders to clients
- letters to other lawyers
- letters and statements to government officials
- letters to witnesses or people involved in various lawsuits, etc.
So as you can imagine, a busy lawyer can go through letterhead pretty fast and they need to have it printed somewhere. Might as well be you!
It’s surprisingly easy to become a letterhead “expert” and by the end of this tutorial you’ll know more about letterhead than any lawyer you’ll run into.
Stationery, by design, is very minimal and simple, which makes it a great product to start off selling. Even a teen or a senior with some extra time on their hands can sell it and see some fantastic profits.
There’s three common paper weights for letterhead (and envelopes):
Regular copy paper. Surprisingly, it’s not uncommon to find even lawyers using it as their letterhead and that can make it a REAL easy sale. They either just don’t think to buy better paper or they’ve simply been procrastinating until they figure out a design.
24lb (a step above crap)
Slightly heavier than standard office paper. It’s what most ‘letterhead’ paper is sold as in office supply stores like Staples, etc. I find personally it more suited to non-professional firms who just need something a step above copy paper for when they send letters out to their customers.
This is the good stuff and what you’ll want to sell 99.9% of the time. The “feel” goes a LONG way because it affects how the firm is perceived.
Imagine how you’d feel if you got an intimidating letter in the mail from a lawyer saying you’re being sued and it’s on cheap copy paper slapped together on microsoft word.
You wouldn’t feel nearly as ‘threatened’ as if you received it on a heavyweight, professional letterhead that was heavy and opaque with perfectly formatted text.
(tip: I use that line all the time when selling letterhead!)
Next I’ll share the EZ secrets to designing, pricing and fulfilling letterhead.
Design, Pricing, and Fulfillment
Unlike flyers, postcards, brochures, and even business cards, letterhead (and envelopes) hardly ever require complex design. It’s very minimalistic.
This means outsourcing design is generally quick and inexpensive, and you can reuse the same templates over and over forever. I’m even including the main template I use 90% of the time. Even DIY design is a perfectly fine avenue if you’re feeling adventurous.
Even DIY design is a perfectly fine avenue if you’re feeling adventurous.
You can source a designer almost anywhere (fiverr/freelancer/upwork/craiglist/friends),
but wherever you go make sure they’ve done print design before which must be in 300dpi CMYK.
If you need a designer you can trust, I’d personally suggest using any of these screened professionals:
Gregg Poserina …. [email protected]
Gary Hummel …… [email protected]
Karl Grabowski …. [email protected]
Jordan Andrews .. [email protected]
Font choice goes a long way with designing for attorneys because it has a such a huge affect on the perception of the firm. No one will take a lawyer seriously if his name’s in comic sans!
I personally always choose a combination from these:
- Adobe Caslon Pro
- Gill Sans
- Palatino Lintotype
TRY NOT TO USE: Times New Roman or Papyrus. Avoid those at all costs whenever possible.
Choosing the right font, particularly for their name, can make all the difference.
Attorneys LOVE Trajan. If they’ve got an Ego, this is the one that’ll appeal to it. The only thing I don’t like so much is that it doesn’t pair well with other fonts – but Attorneys do often go crazy over it’s commanding appearance.
I really love Garamond and try to use it as often as possible. Baskerville, Caslon, and Sabon are close-looking to it as well and are nice options if you have those available.
Palatino Linotype is all-around useful and I use it frequently for both headings and body text. It’s a really nice one that you don’t see used a whole lot. It’s kind of a “friendly” looking professional font.
Adobe Caslon Pro
I like using Adobe Caslon Pro, often in bold, for headlines (like their names), with Garamond as the body text. It’s a really classy pairing that works well int his niche.
If you’re looking for a more modern looking font, without looking too contemporary, Gill Sans is perfect. It’s the only sans-serif font I typically use.
DOWNLOAD THESE TEMPLATES
FOR YOUR OWN USE
Here’s a great resource to get you started …
I’m giving you the Letterhead template that I personally use myself for most all of our clients. I couldn’t tell you how many times I’ve simply resold this exact design over and over – and continue to do so. I always show them these three variations:
Often there’s minor variations like color or different fonts, but 99% of the time it’s just a matter of editing something minor and we’re done.
As you can see, there’s a full stripe, no stripe, and partial stripe variation. Use this image yourself freely, from attaching it to emails to putting it on your website.
Download the comparison image here.
Download the fully editable source PSD here.
I’m giving you full permission (license) on these to:
- Use them on your website, emails, or promotional material
- Use them in your client’s printed material
- Sell the templates to attorney clients (not the public or in marketplaces, etc.)
If you want to check out other templates, I strongly suggest going here.
When I’ve got a picky client, I often just show them those and let them pick something out. It saves a heck of a lot of time.
(and What To Charge)
Fulfillment is the very least of your worries.
You can print letterhead online at discount printers like gotprint.com or you can (ideally) use my inexpensive services and drop ship them blindly, just shoot me an email.
If you don’t know already, you’re entitled to special print pricing as an elite member from me and I’ll gladly:
- triple check your artwork to make sure it’ll print perfectly
- print everything as quick as possible
- ship it to you or to your client, completely blind with your business as the shipper on the label.
Of course you can use any online or local printer, and I’m totally cool with that of course, but I’ve worked hard to have the best pricing and service you’ll find.
Email me at [email protected] anytime with questions.
Rule #1 – always get paid upfront or at least get 50% down. And if you get a downpayment, collect the balance on delivery. You don’t want to turn into a bill collector.
How much you charge is totally up to you but I like to charge a little more than what vistaprint and staples do.
I almost always find these prices go over well with little-to-no resistance.
My Suggested Pricing
I’ve gotten away with MUCH more and have done it for less too, it all kind of just depends on the situation. One thing for sure … the more you charge the more perceived value it will have.
Your Cost From Me (shipped blind)
These are for 4-5 day printing + ups ground shipping. Faster turnaround is available but obviously costs more. Email me with any questions.
It’s not a bad idea to call your local print shop and ask what letterhead costs (on 70lb paper with full color front) but you can use these major sources: Vistaprint & Staples as a guideline for competitor pricing:
8.5×11 on 70lb . This includes their cheapest shipping option. Their pricing goes up dramatically with faster turnaround & shipping.
These are for full color 8.5×11 on 70lb smooth. Slowest turnaround option.
Your Cost From Me (shipped blind)
8.5×11 70lb smooth offset opaque. Full color front. 3-4 day printing + ground shipping.
Faster turnaround/different sizes/blank sheets, etc. email me for quote [email protected]
Most letterhead gets sent in the mail – which means it needs a nice envelope printed with their identity to go along with it.
Suggested Retail Pricing For Envelopes
Your Cost From Me (shipped blind)
Your Cost From Me (shipped blind)
Now it’s time to make some money!
Sticking with the “EZ” concept, ahead are the most simple strategies that guarantee the easiest results.
There’s three basic pillars:
- Put good prospect lists together
- Don’t give pricing upfront – wait for them to inquire
- Use templates
It’s not completely necessary, but it can often help to have a website that shows that you print letterhead., especially if you’re targeting remotely.
Creating a site doesn’t have to be hard, you can either:
- Create a simple wordpress site, possibly with a domain that’s letterhead specific, like “letterheadpros.com”, etc.
- Register a letterhead-focused domain and redirect it to your regular site.
- Add a section of your site that’s focused on letterhead printing and always direct them to that specific page.
The key is to simply make some kind of web presence that points to you being in the letterhead business.
Keep it simple
– don’t waste too much time on it.
If you plan on selling remotely, across the country or internationally, create domain(s) that are generic enough to be located anywhere. You don’t want to be prospecting in Texas when you’re domain is “OhioLettherheadPrinter.com”.
Lawyers come in different ‘flavors’ and the marketing budget potential often depends on the type of specialty they might focus on. So I always try to segment my lists as best as possible so I can define who I want or don’t want to target.
The good news is they all use letterhead, so you can target all of them. But if your goal is to sell more involved marketing services, you may want to focus more on practices that have higher marketing spends.
Here’s a quick rundown:
You can’t go wrong here – they need everything in most cases and you can sell the gamut of products and services.
These guys have the highest potential for marketing spend because their client acquisition costs are stratospheric.
They often can sink insane amounts of money into advertising without flinching. These guys are the ones most marketers have a very difficult time breaking into – and letterhead sales are the perfect entryway in.
DWI Attorneys can be pretty good targets. I find that I sell the most printed products to these guys. I often approach them with these products too:
- Business Cards (folded ones are fantastic – see the “folded biz cards” section further down)
There’s quite a lot of other type of practices like:
- Real Estate
- Wills & Trusts
- Intellectual Property
Who all need letterhead!
The ones I personally look for are newer practices that seem to offer everything. You can find new ones when you run new business lists using databases like referenceusa.
These lawyers often resemble your typical “do it all” contractor clients who advertise doing everything under the sun. You’ll see them advertising to handle tickets, criminal charges, divorces, litigation, personal injury, real estate, and most anything else.
Often they haven’t found a niche they can stand out in so they go for it all and are generally very receptive to any marketing opportunities. I really enjoy working with these type of clients as I find their attitudes to be lighthearted and zealous about everything.
You can manually look up lawyers and enter them into a spreadsheet (I suggest sheets or airtable) using:
- Google searching
- Online lawyer directories
- Yellow pages (Yes most still use them!)
- State Legal License directory
- Local Bar Associations
I should mention too that it’s a good idea to note or give particular importance to lawyers you see spending money on advertising. Anytime time I see a lawyer that’s not a current client advertising, I make sure to put them into my database. Look for lawyers who:
- Show up in your FB feed
- Advertise On Billboards
- Advertise on or in Yellow Page books
- Advertise on TV/Radio
- Advertise on billboards or outdoor media
- Show up in Google sponsored (adwords) searches
- Advertise on Youtube
Not all lawyers spend a ton of money on advertising, and you can still make money from the ones that don’t, but it’s always good to note the ones who are proven to spend bigger bucks on marketing.
Libraries (In the USA) often have access to “ReferenceUSA” or “DatabasesAtoZ”, which are database lookups that even include new business lookups. If your local library system doesn’t have it I can almost guarantee that a nearby one does – of which you can almost always purchase an out-of-area membership at a nominal fee.
And you can access the databases online right from your home computer.
Prospecting lawyers for letterhead isn’t too difficult at all.
Most of the time you’ll be initially dealing with an office administrator like their secretary or assistant.
This is actually good though because unlike marketing products, office staff are often interested in letterhead!
A lot of marketers don’t think about the fact that most employees could care less about marketing products because it’s not their business. In fact, many of them would prefer fewer customers coming in.
That’s why pitching marketing services to employees is generally a huge waste of time.
But printed products, like letterhead, is something that office staff can get excited about too.
One thing you’ll find out quickly is that people get really interested and excited over the simplest print features; like how nice a paper feels or a design looks.
So this makes prospecting actually MUCH easier than pitching marketing services cold.
The Face to Face EZ Formula
This method works amazingly well and it’s easy for anyone to do.
The EZ Sales Formula
Step One: Introduce yourself as the owner of a local print & design business and tell them you were in the area and just stopped in quick.
Step Two: Ask if it’s OK to send them some information on your letterhead & stationery printing
Step Three: Once you get an OK, ask if email is OK to send it and capture the email.
Step Four: Thank them for their time and (now that their guard is down) chat them up as best you can. Casually ask questions like:
- What letterhead do they use now and do they like it?
- When do they think they might need more?
- What about things like business cards, brochures, etc.
The key is to not give them information right then and there, and to casually gather info after their guard is down (once they realize you’re not trying to sell them something right there).
As you continue the conversation, you’re going to find that many of them have very urgent needs and they’ll be much more open about it as they talk. Simply follow up with an email later that day or the next early morning along with pricing and a sample image — use the ones I’ve included for you.
I also like to end the email asking which day is good that I could bring by a sample of the thickness of the paper. I do this especially if I got a sample of the letterhead during the initial visit and want to show the physical difference.
Cold calling is easy for this service. You don’t even have to get the lawyer on the phone!
Keep it simple:
- Introduce yourself as the owner of a local print & design business
- Offer to send them some free pricing on letterhead & envelope printing
- Collect their email and who to contact
- Ask (casually) questions about what they use now and if they’ve thought of upgrading letterhead or other print material. Gather info and use it intelligently.
The cold calling process is virtually identical to the face-to-face process. The good thing about cold calling is it can be scaled and done remotely.
You can target attorneys all across the country all day. Once you have one or more as clients, you can also leverage their names as happy customers and clients to other attorneys you’re prospecting.
A few hours of cold calling attorney offices for letterhead & envelopes can produce some very good leads very quickly. Even sales the same day aren’t unheard of.
Hi, my name’s Alisha, I own XYZ Printing here in Harenville and I was just curious … can I send you some prices on our letterhead and envelopes?
That’s all you’ve got to say.
They’re either going to say yes, in which case you grab their email address and then start asking questions like when they might be ordering more, who they use now, and whether they have a design or not.
Or they’ll say no thank you or we’re all set and you can simply thank them and ask one more time if it’d be OK to send pricing “just for down the road in case”.
In that case, just follow the same procedure as above if they said yes.
[it’s also ideal to ask at the end if there’s other printed products they may want pricing on, like appointment cards, business cards, or brochures).
What information you give them on the follow-up is highly dependent on what info you’ve collected during your probing questions.
I generally include in my follow-up email:
- A thank you for asking for pricing
- Some basic information on letterhead like “heavyweight paper” that’s inkjet and laser-safe
- The fact that it should be better pricing & quality than they’re getting currently
- Some basic pricing for 250, 500, 1000 quantity
- An attachment of the comparison graphic (same one I’ve included for you in this tutorial)
To spur urgency, I’ll often bump the pricing and tell them this month we’re having an X% sale.
Lastly, ALWAYS ask at the end …
“Would this type of design (attached) be something along the lines of what you’re looking for?”
I use a specific strategy when email prospecting for letterhead. It’s very clever and it works – try it.
Just keep in mind that cold emailing is pretty much spamming – so try to make it as non-spammy as possible considering the fact you’re targeting lawyers :)
Keep it short, sweet, and casual as possible.
- Don’t give prices
- Don’t try to ‘sell’
- Don’t write too much right away
The truth is, there’s not a whole lot of selling needed for letterhead/envelopes. It’s not like you’re trying to pitch a marketing service that requires educating; it’s a simple commodity.
If there’s a chance of interest, trust me you’ll get a response and you’ll then have the opportunity to pitch some of the features, advantages, and benefits.
So save all that hoopla for once they’ve replied.
My Secret Strategy
My “weapon of choice” when it comes to email prospecting is to ask for an opinion on my letterhead design.
The whole goal is to get the comparison picture (the image of three templates) in front of their eyes. Once they see that — if there’s any interest at all they’ll want it.
What’s great is that you can offer to give them the template free if they simply give you their opinion. Go ahead and give them the template … there’s a 99% chance they won’t know what to do with it because it’s in photoshop and they’re not going to have photoshop.
So the natural action for them is to hire you to edit for them, and obviously it makes sense to find out what you charge for printing too.
This is an incredibly well-working strategy, try it and see for yourself!
Hi, my name’s Aaron. I’m the owner of Barringer Design & Print in Morgan.
Would it be OK if I sent you a sample of my letterhead design just so I could have a professional opinion on it?
I’m more than happy to give you the template totally free as a courtesy in case you want to use or modify it for your own use. I’m just looking for a professional opinion if you’ve got a second to spare.
Barringer Design & Print
The goal isn’t to just sell letterhead, it’s to sell more products and services.
Letterhead is just the easiest way in.
While upsells are beyond the scope of this “EZ” sales training – I’d still like to share some useful opportunities.
Here are the top 5 marketing tools I often upsell.
It’s always a good idea to bring up blank letterhead too, because there’s lots of times they’ll want to use the letterhead stock but not need the “official” design on it – such as for printing invoices.
I suggest charging $125 – $175 for 500 blank sheets of 70lb smooth paper. This will make you $50 – $100 profit and is an easy upsell]
Redesigning their letterhead often involves adding a new color, font, design element, or overall “look” they didn’t have before. And that means they usually want to co-ordinate all their other stationery, or create additionally stationery they never had the chance to utilize before.
- Pocket Folders
A quick, easy sale.
Just use their regular business card design but:
- print only in matte or AQ gloss – so it can be written on
- make the back with “Appointment” lines
I suggest charging $50 – $60 for 1000.
These are a hot seller – particularly to DWI and Criminal Defense Attorneys.
A folded business card is a business card is a folded piece the same size as a business card (when closed) but gives you lots of room for more info when opened.
The compact size makes it perfect for storing in a glove box, compartment, or wallet, and is best for reference content like “what to do if you’re pulled over” … leading to a call to action for the Attorney.
They’re very ‘sticky’ marketing pieces and can work surprisingly well.
I suggest charging $100 – $150 for 1000 folded business cards + $25 – $75 for design.
Tri-fold and bi-fold brochures are easy sells, but I HIGHLY suggest starting off with templates like those from graphic river unless you want to spend a LOT of time in the design stage. Attorneys, in my experience, are notorious for dragging their feet when there’s lots of information to figure out on a brochure.
It’s better to have them pick out a template and give you the info.
I suggest charging $250 – $350 for 1000 brochures + $50 – $200 for design).
Personal Injury attorneys love these especially – because they have marketing stickiness. Magnets are good sellers because they go on fridges and are always visible — just think how often someone goes to their fridge every day!
No one ever thinks they need a lawyer until they need one, and with items like magnets, it can mean being the first one that comes to their mind when **** hits the fan.
I suggest charging around $225 for 250 magnets (about $100 profit).
Solo Direct mail for attorney’s can be a tough sell because it requires a consistent, frequent, mailing schedule in order to keep their name at the top of people’s heads when they suddenly need a lawyer. The cost of doing that can be well outside most attorney’s budgets — but 9×12 makes it affordable for most anyone.
So if you’re currently selling a 9×12 card – sell some letterhead & print – and an ad for a few hundred bucks too.
I’m a direct marketing guy, and I don’t claim to be an expert in digital marketing – but I know plenty of you are and have digital marketing as the goal of what you want to sell to attorneys.
If you’re an elite member, you’ve got access to our Facebook group where plenty of us are proficient in digital marketing specialties and you can find (or provide) help.
Some common digital marketing for lawyers are:
- Web Design
- Reputation Management
Congratulations you made it through this EZ tutorial, hopefully with flying colors!
The fact is, letterhead is an all-around simple-to-fulfill marketing product that gets you in the door of attorneys like nothing else can.
Attorneys are wonderful clients to work with but they’re notoriously guarded and difficult to break into via other marketing methods – so I really hope you give this is a shot if you’re trying to get more lawyer clients.
And don’t be afraid to sell it remotely and scale. Just hire someone to get on the phones and ask if it’s OK to send letterhead pricing- seriously it’s that simple.
It’s a desired commodity and the rest just falls into place.
Once again you’ve opened the toy store to shed some very actionable steps to help you make sales. If you are unable to sell after following these instructions, I would suggest you did not read everything. Go. Ack and read it.
I don’t know how it could get any simpler and easier than this to make fast money and grow it into a booming business. And system will work great for more than just attorneys. Awesome as usual Jake.
Bob Ross, (Jake) – this is a great product, especially to help me figure out how to approach attorneys. They are hard to get in there. I have some great products for attorneys, but not good at getting in front of them. So this is a great approach to get something they really need, and then can offer them some great upsells. Love this. Thanks for putting out some great content! Again! As always.
Bob Ross – This is put together very well. A Step by step approach to go after Lawyers but Also Similar types of Professionals. You show how to find that Niche, contact the Lawyers using multiple facets. Someone who has no experience or A season Veteran have many take aways. Well Structured.
Thanks again for producing an awesome simple to follow course.
What a great system anyone can use to get a foot in the door of a lucrative niche. You can tell it isnt some theory based info like many others put out, you’re the real deal and do this type of stuff daily. Everything is laid out in such easy, actionable steps that anyone can follow.
Bob Ross- Lawyers are a hard group to prospect. Great Job at simplifying the process. Easy product to canvas, pitch & close.
Being a former printer I can’t believe I never even thought of this. I stay away from Attorneys with the experiences I’ve had with them. This avoids dealing with the Attorney altogether. The remote sales tips are great and right down my alley with where I’m going. If you want to get out there and start selling products this will give you a great foot in the door. Jake you’ve done a great job of breaking down the sales process into easy actionable steps.
This step-by-step process is a no-brainer. Jake, once again, you’ve managed to make this look soooo easy! The samples, the scripts, and the sample pricing allows anyone to start making some $ TODAY. Looking forward to seeing the other niches as well!
totally comprehensive !!
better call saul !
You seem to have a penchant for simplifying the information that most people over complicate in their mind.
This is a super read Bob and very easy to take action with. This niche can be very lucrative and you’ve shown the ‘ez’ way to travel within it.
What I love about Jake’s trainings is that they are always easy to read and easy to follow. I can’t think of anything you’ve left out here. This guide is brilliant in its simplicity and clarity, and the method set forth could just as easily be adapted for doctors and other professionals.
With a little bit of hustle and a few hours of phoning or emailing prospects each day, I calculate that anyone can easily clear $400 profit on a single package sale of letterhead, blank stationery to go with the letterhead, envelopes, appointment cards and business cards. Seems like it would be pretty easy following Jake’s simple instructions to grow your business to $100,000 yearly income selling nothing but lawyer stationery, business cards and appointment cards that every lawyer needs and will need to reorder throughout the year. And once you get your foot in the door with this simple product, you are only limited by your imagination as to the additional products and services you can sell these same clients once they come to trust and rely on you.
I had a photo business for years and got a printer so I could do my own custom greeting cards (because I was to critical about color) and oh, the extra money I could have made. I wish I had had this then, but what an amazing foot in the door to make a great relationship start. So easy to follow these training steps, job well done.
Just read this finally since I’ve been trying to get to it for the past week. Have to say that Jake has a gift of deciphering what seems to be a difficult situation into a astounding plan of action.
This is a wide open market for those who take action. Too many professionals are taking their business to kinkos, office depot, God forbid a local printshop and staples when they could be doing business with you.
Hats off Jake – another winner buddy.
Another outstanding slew of tips and advice to help those of us who are unworthy of this gift of knowledge. Thank you oh great one..
Jake you the man!!!
This is a great guide. I can do this. This is truly ‘EZ.’