Consider the E-Newsletter
Before LinkedIn, Facebook, Twitter, and websites, law firms used regularly published newsletters to stay in touch with clients and contacts. Now you can use e-newsletters to show your expertise in an area of practice and show that you care enough to keep your clients informed.
Why You Should Have an E-Newsletter
- It helps you stay in touch with everyone you meet. There are not enough hours in the day, week, or month to network with all of your contacts and practice law. But, with a click of a button, you can contact everyone with a monthly e-newsletter.
- You will make more money. Studies show you are only getting about 33% of referrals from people you already know. An e-newsletter will keep you at the top of their minds when clients are asked if they “know a good attorney.”
- It reminds people of what you do. People need to be reminded of what you do and how you help people. And, if you add a new service, your e-newsletter is a great place to announce it to your readers.
How to Publish an Effective E-Newsletter
- Write in plain English. In the recent legal profession, there continues to be a push to write in plain English. And, while lawyers and judges may enjoy legalese, the public does not. Approach your article as if you are a reporter rather than a lawyer and see how the readability of your writing improves.
- Publish consistently. Whether you publish monthly or quarterly, send it out on a consistent basis. Put the dates of your publication in your calendar with reminders in advance so you can stay on track.
- Keep a consistent format. There are several e-newsletter templates available. Pick one you like and use it consistently so it becomes recognizable to your readers.
- Say something your clients can use. Clients have questions and concerns that can’t be answered with a law review article or a court case summary. Look at current events: Flooding due to hurricanes may raise questions on how business records be stored and secured? Or what obligations does an employer have to an employee during a natural disaster?
- Keep the hype down. A newsletter that is kept is one that provides useful information on practical issues facing clients’ lives. Most are not interested in reading pages of a law firm's victories. You can, however, include information about changes in the firm, recognitions received, or pictures from your latest community event.
Lastly, every newsletter should include a call to action. Be sure your contact information is prominently displayed making it easy for readers to call, text, or email for more information. Your newsletter's purpose is to gain new contacts and clients, so make sure your audience knows you really want to talk to them.
After years practicing law, Roberta Gubbins served as editor of the Ingham County Legal News. Since leaving the paper, she provides writing services to lawyers ghostwriting content for websites, blogs, and articles. She is editor of The Mentor, the SBM Master Lawyers Section newsletter.
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