While electronic mail is a fast, easy, and environmentally-friendly method for delivering information to clients, the value of the traditional print newsletter to an effective legal marketing campaign cannot be underestimated. The use of email is on the decline. Studies have shown that rather than use email, more people utilize websites such as Facebook or YouTube. If your law firm relies exclusively on email, you may be missing an opportunity to make contact with potential clients through a method that physically puts your legal newsletter into their hands.
Aside from existing clients, the print legal newsletter should be sent to everyone inside the law firm's marketing sphere to reach the maximum number of contacts. In addition, the newsletter should be sent frequently, such as on a monthly or bi-monthly basis. It takes time, effort, and money to put together a quality legal periodical that is sent to so many people so regularly. It is well worth the investment, however, because it keeps the lawyer fresh in the minds of potential future clients.
Further, printed newsletters are a valuable part of lawyer marketing when they are centered on the following principles:
Deliver the legal news in an interesting and exciting way.
Target the specific demographic of clients that the law firm services.
Include information, such as court decisions or recent legislative changes, which address the common problems that the law firm's target demographic faces.
When crafted effectively according to these principles, the legal newsletter is an opportunity for the law firm to stand out from the crowd. Even if a potential client is not in need of legal services right now, in the future that individual or his or her contacts may have a case and need representation. Remembering an interesting article written by the lawyer may be the incentive the potential client needs to refer the law firm's services or contact the attorney directly.
To learn more about how a printed legal newsletter is an important part of a successful legal marketing strategy, contact Great Legal Marketing at our office at 703-591-9829.