Keeping in contact with potential clients is an incredibly important strategy for effective law firm marketing. Staying relevant in the community can be very beneficial for referrals and repeat clients. The newsletter should include news about the firm, recent success stories, information about people in the firm, and even news about other people and businesses in your neighborhood.
Just writing the name of the law firm on the top of a piece of paper and clipping together some vaguely related stories won’t cut it though. You want your company to look good and stick out in people’s minds. That can be tricky, but Great Legal Marketing is here to help.
Here are some DOs and DON’Ts for monthly newsletters:
- Do keep a list of ideas near your desk. Sitting at a blank screen to start a newsletter is not easy.
- Do add some personality. This newsletter is about your law firm and you’re talking to a person. Be a person to them too. Let them know there is someone in the suit that is going to help them when they need help most.
- Do overlap between your newsletter and your blog. You do have a blog, right? If not, start one. Use ideas for both of them, and don’t worry about people being upset that they might be reading the same information twice.
- Do include community news. You and your community work together and, for you to run a successful law firm, you need each other. Write about important people, events, and businesses in your area. Make it relevant!
- Don’t force it. If writing isn’t your strong suit, have someone in your office or a professional ghostwriter write your newsletter with information you provide. While letting your clients know you’re a human is a good thing, letting them know you’re a bad writer is not.
- Don’t worry about muddling your professional and personal images. Include pictures and information about your family. Share something about your life outside the office. Again, potential clients want to hire a person, not a lawyer robot.
- Don’t take the easy way out. It’s a mistake just add your name to a canned law firm newsletter someone else wrote that would work for any practice in the country. Make this project your own! You want to stand out for your accomplishments and relevancy.
Regular communication will keep you relevant in your community. Stick with it, and the right kind of people will come. For more advice on successful law firm marketing, contact Ben Glass at Great Legal Marketing at 703-591-9829 for online information, upcoming conferences, and a copy of his book Great Legal Marketing. You can even order a free chapter from his book on this website.