So much of marketing today emphasizes a digital presence, almost to the detriment of good 'ol, tried and true, marketing materials. As one of the few professions that still deals with a lot of paper, it may make sense to have some of your marketing materials in a tangible format -- and one of those pieces of paper should be a law firm one-sheet.
One-sheet? Yep. If you have no idea what that is, keep reading.
What's a One-Sheet?
A one-sheet is used widely in other industries, such as media and music, and basically serve as a company -- or in your case, law firm -- resume. It's a great tool to give to prospective clients that provides information about your firm, highlighting why prospective clients should hire you.
How Do I Create a One-Sheet?
One sheets, like personal resumes, have a bit of an expected formula and layout that one should adhere to. While you will draft the information on the one-sheet, you will probably want to hire a graphic designer to do the layout. If that's not in your budget, printing one on letterhead is just fine.
Here's what your one-sheet should include:
We've talked about branding before, and this is a prime example of an extension of your brand. Your one-sheet should look related to your business card, website, letterhead, social media avatars, etc. That is, it should be in the same color scheme and use the same logo and typeface -- and don't forget to include contact information.
2. Law Firm Basic Information
The first paragraph will highlight information about your law firm, focusing on any specialties or niche practices, and basically tells the reader what makes your law firm different from the many others out there.
3. Law Firm Highlights
In the second paragraph, highlight the achievements of particular lawyers at your firm, or any other firm-wide successes and accomplishments.
Nothing speaks louder than a good review, so include one or two client testimonials.
5. Press / Upcoming Events
Use the last paragraph to address any upcoming events like speaking engagements or seminars. If you have links to published materials or press, include them here as well.
Once you've complete your one-sheet, you should make it available for download on your website. You also may want to include it, in a shareable way such as a link, in all of your newsletters as something for recipients to share with friends, family, and colleagues.
And, like your business cards, you should definitely print a few up and keep them in your brief case because you never know when -- and where -- you may meet a prospective client.
Editor's Note, July 28, 2015: This post was first published in June 2014. It has since been updated.
- How to Get, Keep Loyal Clients: Branding and Storytelling (FindLaw's Strategist Blog)
- How Small Firms Can Get BigLaw Corporate Clients (FindLaw's Strategist Blog)
- Customer Service 101: Keeping Your Clients Happy (and on Retainer) (FindLaw's Strategist Blog)
- Lawyer Marketing (FindLaw's Lawyer Marketing)