The idea of using newsletters for marketing a law practice is nothing new – it has been repeatedly mentioned as one of the easiest and most effective marketing tools available. But, here’s the problem: Simply having a newsletter will not get you clients. The biggest mistake I see lawyers making is that they make their newsletters all about the law – Law is boring! The average consumer does not care to hear the details of new legislation, cases, or settlements. They simply want to know how the law affects them and what you can do for them.
Here are some tips to keep in mind when creating newsletter content that works:
1. Use the 25/75 Rule –Content should be 25% about the law and 75% about anything else. Have fun with it! Include something like a recipe, a spotlight interview on a lawyer or employee at your firm, a funny story, local events, inspirational quotes, safety tips……anything the consumer may enjoy.
2. Invest in Bulk Rate Postage – Spend the money on bulk rate postage to send your newsletter to your entire mailing list! Mailing the newsletter, instead of e-mailing it, will increase your return rate. When you e-mail things, people often perceive the e-mails as advertisements. By printing and mailing the newsletter, people perceive it as a publication and therefore assign it increased value. They are more likely to read your newsletter when mailed to them and will also be more likely to call you!
3. Talk about yourself – Let people get to know you by sharing your hobbies and what your family or staff is doing. Include pictures. For example, if you like to garden, then share a gardening tip each month along with photos of your garden or specific plants. This builds trust with the readers since they feel they are getting to know you on a personal level. They will begin to identify with you and see that you are a real person too!
4. Keep it simple – Write it on an 7th to 8th grade reading level. In order for content to be effective, it must be easy to understand and easily absorbed.
In my opinion this last tip is the most important if you want to get the most out of your newsletter. Include a Thank You section on the front or back page of your newsletter each month. Thank those who have sent you referrals or provided you with a testimonial about your firm. Be sure to include the client’s or contact’s full name and city to ensure credibility and if possible, personalize with a picture. Recognition makes people happy and when clients or potential clients see others each month being recognized and thanked by your firm publicly, they will want their names on that newsletter Thank You section as well. This is exactly what you want too – their need for attention and recognition will feed their desire to help you out like you helped them or someone they know possibly; therefore, they will want to send you referrals and testimonials.
Implementing these tips is simple and requires minimal work. All you have to do is write about things you enjoy or have your staff write about their hobbies, events, or charity involvements. , such as
Keep it simple and your newsletter could go from boring junk mail to a “must-read” mailer in no time.
