Why Brochure Distribution is the Weakest Link in a Communication Chain

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published February 01, 2013

By Harrison Barnes, CEO and Founder - BCG Attorney Search

Storage rooms are no place for brochures. The value of printed materials is dependent on their distribution. A comprehensive brochure distribution plan requires some attorney and staff time but not a burdensome amount.

This article discusses

a practical distribution plan for brochures.
who should receive firm brochures and the process for getting them to them.

Just as a thoughtful process precedes brochure production, so too must a comprehensive program follow it to ensure proper and effective use. Many excellent brochures are developed by attorneys, but their marketing value, for which ostensibly they were prepared, is severely diminished due to the lack of a comprehensive distribution program.
Along with potential new clients, existing clients should receive a copy. In firms, all attorneys and staff should be the first to receive the brochure so that the internal consensus and vision achieved is clearly explained and understood by the people who carry it out.

Distribution Plan

Here is a general recommendation that seems to work for most attorneys and law firms.

To be successful, this program requires the support of management, the resources of staff, and the motivation of individual attorneys. The first two requirements can be controlled. The third requirement is more difficult to meet. This program, designed to consume minimal attorney time, nevertheless requires thought and action on the part of all attorneys and staff. Essentially, this program is an organized approach to get the right information to the right people in the right way at the right time.

The approach here is to identify as many individual audiences as possible, and tailor the distribution program to them. To carry out this program, an attorney must

Designate a single person as literature distribution coordinator. That person facilitates individual attorney action to deliver or mail the literature within the appropriate context. This action is an ongoing activity.
Prepare generic conveyance letters and scripts for various situations.
Have the coordinator meet with all practice group heads and/or attorneys to review the list of audiences and implement a course of action.

To organize this, the coordinator will need to develop a data base of audiences with a "contact history."

The first step is to identify "audiences" important to the attorney or firm, then to determine who should send or deliver the brochure.

Communication with Attorneys and Staff

The first audience is always the firm's own timekeepers. The brochure is distributed by the managing partner and conveyed usually with a cover letter of some sort. A third audience is existing clients with various needs, not all of which have been met by the attorney or firm. This provides an opportunity to continue good client relations as well as present the potential for cross- selling.

Distribution of the brochure should be from the individual attorney or the firm member with the closest affiliation. Distribution is easiest via mail, although more impact is obtained if the brochure is personally handed out. Because personal delivery may seem awkward to some attorneys, a script should be prepared for use. Language similar to that used in the sample letters is appropriate.

About Harrison Barnes

No legal recruiter in the United States has placed more attorneys at top law firms across every practice area than Harrison Barnes. His unmatched expertise, industry connections, and proven placement strategies have made him the most influential legal career advisor for attorneys seeking success in Big Law, elite boutiques, mid-sized firms, small firms, firms in the largest and smallest markets, and in over 350 separate practice areas.

A Reach Unlike Any Other Legal Recruiter

Most legal recruiters focus only on placing attorneys in large markets or specific practice areas, but Harrison places attorneys at all levels, in all practice areas, and in all locations—from the most prestigious firms in New York, Los Angeles, and Washington, D.C., to small and mid-sized firms in rural markets. Every week, he successfully places attorneys not only in high-demand practice areas like corporate and litigation but also in niche and less commonly recruited areas such as:

Immigration law
Workers’ compensation
Insurance defense
Family law
Trusts & estates
Municipal law
And many more...

This breadth of placements is unheard of in the legal recruiting industry and is a testament to his extraordinary ability to connect attorneys with the right firms, regardless of market size or practice area.

Proven Success at All Levels

With over 25 years of experience, Harrison has successfully placed attorneys at over 1,000 law firms, including:

Top Am Law 100 firms such including Sullivan and Cromwell, and almost every AmLaw 100 and AmLaw 200 law firm.
Elite boutique firms with specialized practices
Mid-sized firms looking to expand their practice areas
Growing firms in small and rural markets

He has also placed hundreds of law firm partners and has worked on firm and practice area mergers, helping law firms strategically grow their teams.

Unmatched Commitment to Attorney Success – The Story of BCG Attorney Search

Harrison Barnes is not just the most effective legal recruiter in the country, he is also the founder of BCG Attorney Search, a recruiting powerhouse that has helped thousands of attorneys transform their careers. His vision for BCG goes beyond just job placement; it is built on a mission to provide attorneys with opportunities they would never have access to otherwise. Unlike traditional recruiting firms, BCG Attorney Search operates as a career partner, not just a placement service. The firm’s unparalleled resources, including a team of over 150 employees, enable it to offer customized job searches, direct outreach to firms, and market intelligence that no other legal recruiting service provides. Attorneys working with Harrison and BCG gain access to hidden opportunities, real-time insights on firm hiring trends, and guidance from a team that truly understands the legal market. You can read more about how BCG Attorney Search revolutionizes legal recruiting here: The Story of BCG Attorney Search and What We Do for You.

The Most Trusted Career Advisor for Attorneys

Harrison’s legal career insights are the most widely followed in the profession.

His articles on BCG Search alone are read by over 150,000 attorneys per month, making his guidance the most sought-after in the legal field. Read his latest insights here.
He has conducted hundreds of hours of career development webinars, available here: Harrison Barnes Webinar Replays.
His placement success is unmatched—see examples here: Harrison Barnes' Attorney Placements.
He has created numerous comprehensive career development courses, including BigLaw Breakthrough, designed to help attorneys land positions at elite law firms.

Submit Your Resume to Work with Harrison Barnes

If you are serious about advancing your legal career and want access to the most sought-after law firm opportunities, Harrison Barnes is the most powerful recruiter to have on your side.

Submit your resume today to start working with him: Submit Resume Here.

With an unmatched track record of success, a vast team of over 150 dedicated employees, and a reach into every market and practice area, Harrison Barnes is the recruiter who makes career transformations happen and has the talent and resources behind him to make this happen.

A Relentless Commitment to Attorney Success

Unlike most recruiters who work with only a narrow subset of attorneys, Harrison Barnes works with lawyers at all stages of their careers, from junior associates to senior partners, in every practice area imaginable. His placements are not limited to only those with "elite" credentials—he has helped thousands of attorneys, including those who thought it was impossible to move firms, find their next great opportunity.

Harrison’s work is backed by a team of over 150 professionals who work around the clock to uncover hidden job opportunities at law firms across the country. His team:

Finds and creates job openings that aren’t publicly listed, giving attorneys access to exclusive opportunities.
Works closely with candidates to ensure their resumes and applications stand out.
Provides ongoing guidance and career coaching to help attorneys navigate interviews, negotiations, and transitions successfully.

This level of dedicated support is unmatched in the legal recruiting industry.

A Legal Recruiter Who Changes Lives

Harrison believes that every attorney—no matter their background, law school, or previous experience—has the potential to find success in the right law firm environment. Many attorneys come to him feeling stuck in their careers, underpaid, or unsure of their next steps. Through his unique ability to identify the right opportunities, he helps attorneys transform their careers in ways they never thought possible.

He has worked with:

Attorneys making below-market salaries who went on to double or triple their earnings at new firms.
Senior attorneys who believed they were “too experienced” to make a move and found better roles with firms eager for their expertise.
Attorneys in small or remote markets who assumed they had no options—only to be placed at strong firms they never knew existed.
Partners looking for a better platform or more autonomy who successfully transitioned to firms where they could grow their practice.

For attorneys who think their options are limited, Harrison Barnes has proven time and time again that opportunities exist—often in places they never expected.

Submit Your Resume Today – Start Your Career Transformation

If you want to explore new career opportunities, Harrison Barnes and BCG Attorney Search are your best resources. Whether you are looking for a BigLaw position, a boutique firm, or a move to a better work environment, Harrison’s expertise will help you take control of your future.

? Submit Your Resume Here to get started with Harrison Barnes today.

Alternative Summary

Harrison is the founder of BCG Attorney Search and several companies in the legal employment space that collectively gets thousands of attorneys jobs each year. Harrison’s writings about attorney careers and placement attract millions of reads each year. Harrison is widely considered the most successful recruiter in the United States and personally places multiple attorneys most weeks. His articles on legal search and placement are read by attorneys, law students and others millions of times per year.

More about Harrison

About LawCrossing

LawCrossing has received tens of thousands of attorneys jobs and has been the leading legal job board in the United States for almost two decades. LawCrossing helps attorneys dramatically improve their careers by locating every legal job opening in the market. Unlike other job sites, LawCrossing consolidates every job in the legal market and posts jobs regardless of whether or not an employer is paying. LawCrossing takes your legal career seriously and understands the legal profession. For more information, please visit www.LawCrossing.com.

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