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).
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.
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.
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.)
(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.
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
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.
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.
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.