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Effective Lawyer Marketing Through Monthly Newsletters (Part B)
Part of creating an effective client newsletter that your clients look forward to receiving every month is keeping it interesting. No one wants to read the same boring legal articles month after month. Remember that your marketing efforts are not only to sell your legal practice as an indispensible commodity, but also to sell you as a person they like and trust.
Show Your Clients What Matters to You
We've talked about showing the personal side of your practice to help establish you as a person and not just a lawyer. Your client newsletter should reflect everything about your business, including the fact that you have a personal life. Every once in a while, you should make a habit of tossing in a picture of the family on a weekend outing, or your secretary's new puppy.
Does your firm participate in any sort of community events, charity runs, or interesting hobbies? Let your client newsletter show it! You don't have to talk legal issues all the time, either. You can post your thoughts on current news buzz, include a local calendar of events, anything to lighten the mood so it's not just a "lawyer newsletter."
Making Your Client Newsletter Not a Newsletter
Guess what; your client newsletter serves another purpose! No, not birdcage lining, I'm talking about other creative ways to use the work you put into creating this client newsletter. As I said before, make sure everything you write is done with the thought that "I could use this elsewhere." Your words are your own, so recycling them on your blog, your website, and in other publications you submit to is perfectly fine.
In fact, I encourage you to post your articles and client newsletter contents to as many places as you can. This is the kind of exposure you need to establish your place as the king of the legal mountain. Syndication is the name of the game when it comes to driving more clients your way. Sites like SubmitYourArticle.com will not only blast your article to hundreds of topic collection sites across the Internet, but archive them as well.
Sometimes your client newsletter doesn't even have to BE a newsletter. Try switching things up one month. A holiday greeting card with a regular-format letter is a great alternative to your traditional newsletter during the winter months. Going on vacation? Send your clients a "Wish You Were Here" style postcard with a note on the latest news while you were out.
There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider a step toward transforming your law firm into a successful and highly profitable business - (703) 591-9829.
Virginia Attorney Ben Glass is America's Number 1 Authority on Marketing and Building Your Solo or Small Law Firm.
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