A growing number of firms use newsletter marketing to build their practices. Newsletters are ideally suited and highly effective for the unique marketing needs of a professional practice. A law firm newsletter is not viewed as self-serving, because each issue provides valuable information.
Newsletters can help your firm:
- regularly keep your name in front of clients and referral sources
- reinforce your credibility as an authority in your field
- educate your audience
- encourage word-of-mouth referrals
- build relationships.
Great Newsletter Content
How many practice newsletters have you seen that cover case law, court decisions or changes in the law? Then near the end, they show photos of the new personnel changes or new office openings? Nearly 100 percent of practice newsletters right?
Have you ever read one cover to cover? Could you ever imagine a client doing so?
What goes into a great newsletter that gets opened, read, retained and referred?
- Quality – It’s important that your newsletter look professional and of high quality to reflect your practice’s expertise. Each issue should reflect your high standards.
- Design – If your newsletter isn’t well structured and pleasing to the eye, it won’t be read. It must be easy for the reader to skim the content and determine what is important to them.
- Consistent Schedule – It’s essential to have an established process with assigned tasks to review, approve and mail each issue on a regular schedule.
- Personal Voice – The newsletter is great at building and deepening relationships only if the real you speaks through the newsletter. A great way to do this is with a monthly column directly from you to the reader. It’s best if the information shared is not directly related to the law.
- Helpful Advice – Your newsletter should provide lasting value beyond the narrow scope of law you practice. Provide content with health, financial or even parenting advice that every reader can use.
- Educational Information – A newsletter is not for selling your services; it’s for educating the reader. Doing so demonstrates your expertise.
- Fun Stuff – Lighten up with some cartoons, jokes, quotes or even pictures of you and your family while on vacation.
So if newsletters are so effective why doesn’t every lawyer send a monthly newsletter?
How much free time do you have in your day now? Most of you would answer, none. Imagine taking on a project like publishing a monthly newsletter.
Here are the common objections:
- I don’t have time
- It costs too much
- Who would I send it too
- I don’t know where and how to start
- I’m afraid of the commitment to start it and then have to maintain it every month
These are all valid objections, ones that every attorney has used before starting newsletter marketing.
And the cold hard truth: Many do start a practice newsletter with the best intentions, then they find out the above concerns are very real and quit. It starts by skipping an issue here and there and when the inconsistency seems to go unnoticed, the attorney thinks it’s a complete waste of time and quits altogether.
Make it Work for You
Before you make that leap to overcome the objections, consider how much you’re willing to devote to a newsletter. There are outside companies who can build an on-going newsletter for you. No matter if you approach this in-house or out, you need to consider the following:
- It needs to be easy. You need to create a schedule or a process that limits the amount of work on your part. If you are already blogging look at reusing the material. Don’t reinvent the wheel.
- It needs to be cost effective. Marketing is an investment. Measure and track results to make sure the newsletter is paying for itself. If it’s not, then you need to evaluate what you’re doing and make adjustments until the marketing is producing the right ROI. The only way to know if it’s worth your effort and money is to track the results, so make sure that’s a priority.
- It needs to be consistent. Before you get started, make sure you have the stamina to keep up with this project. Plan ahead of time, so you don’t quickly run out of steam. Outsource the overload.
While publishing a newsletter is proven to be effective; building and maintaining a newsletter marketing program is far from easy.