Nothing is worse than receiving a boring monthly mailer. Thousands of companies spend millions of dollars on these monthly leaflets that contain barely more than the name and address of the business, with some expensive colors and photos thrown in.

However, that doesn’t mean you should abandon the idea altogether. Used properly, your monthly newsletter can be an innovative legal marketing tool. Just remember that, like all of your legal marketing content, all of your newsletters must contain:

  • Information. Your newsletter should be made to inform your prospective clients about the things that are weighing on their minds. If you’re not sure what to include, pick your top five most popular blog posts from the past month (helpful hints and Top Ten lists are always eye-catching) and print them out.
     
  • Personality. The biggest selling point to your legal business is you. No other law firm has you, with your exact interests, personality, and approach to life and business. The worst thing you can do is hide your personality behind bland, homogenized marketing. Talk about yourself. Include a short “letter from the attorney” or “Ask an Attorney” feature in your newsletter, and write it in your own voice.
     
  • Relevance. To avoid coming up blank on newsletter ideas, keep an open folder on your computer desktop into which you can drop ideas day by day. When a relevant news story breaks, bookmark the website to read and use for ideas. If something big has happened in the past month, you should always include your opinion on the topic.

For more great ideas on improving your law firm’s marketing strategy, call 888-791-2150 today or click the link on this page to download a free sample chapter of our Great Legal Marketing book.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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