Effective Lawyer Marketing Through Monthly Newsletters (Part A)

Part of your marketing follow-up strategy should be a client newsletter. And not just any newsletter, but a MAILED newsletter. In the digital age, Email newsletters are too easy to delete, and with fewer and fewer companies using postal mail, you'll be a rare gem in their mailbox. Most lawyers prefer to skip the "boring" client newsletter approach in favor of the sexier new media like TV or the Internet.

Get Ready To Do Some Work

As with any part of your marketing strategy, this one is also going to require some work to be successful. There are tricks to making your client newsletter easier to compile and produce each month:

  • Gather interesting ideas and articles all month long. Bookmark helpful websites, clip out interesting newspaper articles; anything that is relevant to your practice and your clients.
  • Mine your blog for ideas. You should already be writing interesting little tidbits in your blog, and they're great fodder for client newsletter articles.
  • Reach out to other businesses. Offer other local businesses the chance to write a featured article in your client newsletter.
  • Hire a ghostwriter. You don't have to do all the work personally, there's great writers out there itching to write you custom-made, interesting articles.
  • Repurpose your content. Every time you write an article, blog or press release, keep in the back of your mind how you can tweak it to work for your client newsletter.


Where to Find Your Content Ideas

Besides those notes and bookmarks and newspaper clippings I told you to start collecting, there's plenty of places you can get ideas and topics for your client newsletter articles. Your own office can be an excellent source of client newsletter fodder as well. Just remember that your clients aren't lawyers and too many legal terms or law stories can get boring.

The worst thing you can do is slap your name on a canned newsletter "designed for law offices." There are companies out there that promise to do a custom newsletter for your clients, but only provide the same dry, impersonal articles full of legal jargon and irrelevant stories. These are the kind of cookie-cutter newsletters that end up in the trash.

Writing about other local businesses or events is also a great idea. Not only does it show you're involved in your community, but also gives you more chances to grow your client database. If you feature another business in your client newsletter, make sure that their office or store gets a few dozen copies to show their own clients.

There's more to content than just having good information. The next part of our article explains that sometimes you need to have a little fun with your client newsletter just to show that it's not always about business in your life.

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Virginia Attorney Ben Glass is America's Number 1 Authority on Marketing and Building Your Solo or Small Law Firm.

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