Helpful hints on developing collateral materials

 

 There are several things to keep in mind as you develop your collateral materials.

First is the scope of the project – what do you want it to accomplish? Are you announcing the addition of a new partner or associate, creating a sales kit, proposal or presentation for a potential client?

Second is the audience – who’ll be receiving the materials. A press kit will be substantially different from a proposal created for a prospective client.

Third, is the message – which is integrally related to the intended audience. What do you want to tell them?

Some pitfalls to avoid are:

• • Legal jargon – Every industry has its own unique terminology. If your intended audience is not attorneys, they’re probably not familiar with most legal terms. Use them sparingly and explain them when you do.
• • No clearly defined audience – If you don’t know who you’re writing to, it’s difficult to include the appropriate information and to write a compelling message.
• • No management buy-in – Without solid support, it’s almost impossible to complete a capabilities brochure. Senior management must be fully committed to the time and expense required to complete the piece(s) or you’re doomed to failure.

A Few Words on Writing, Design and Production

Your best bet – unless you have a strong background in marketing and advertising as well as law – is to find qualified professionals to write, design and produce all your collateral materials, advertising and public relations.

There are several reasons for this.

• • First is cost. Even expensive agencies and design firms usually charge less per hour than attorneys. You’re much better off doing what you do well for $300 an hour while paying a writer $100 an hour to do what he does well. That way, the job’s done right and you won’t put it off to work on client matters. Everybody wins.
•   Of course, you’ll have to provide substantial background information, including all your branding and marketing materials, so that the finished piece is consistent with the image of your firm. You should be intimately involved in the planning, so the objectives are clear, but leave the details and execution to the professionals.
• • Second is the level of expertise – and talent – required to create first-class marketing and collateral materials. The image of your firm is at stake, don’t entrust it to someone who doesn’t know what they’re doing.
• • Third – and related to number two – is the level of expertise required to produce the final printed pieces after they’ve been written and designed. Here also, you either have to work with a printer you know and trust, know a lot about the process yourself, or – ideally – both.

So, shop around, ask for referrals and spend the time to find professionals you feel comfortable working with, give them all the information you can and let them do their jobs.