Before answering this question, let’s take a step back and examine the goals of a mailed newsletter. Number one, you need to ensure that it is actually opened and read. Second, you want the reader to become involved (go to your website, etc.) and remember you. Then, you want the newsletter to be passed on to another person who might be interested in what you have to say.
Your objective should be to use your newsletter to position you as the expert in your field. You want to be “top of mind,” anytime someone in your newsletter database needs legal help or knows someone who does.
The Problem with Law Firm NewslettersIn theory, a law firm newsletter is great because it gets your name out there. The problem, though, is that law firm newsletters are often too slick. Instead of telling stories and writing about something “bigger,” they look too professional and use a lot of legalese.
Instead of sending a law firm newsletter, I would challenge you to do something different. Send a newsletter that is about a greater issue, like the “Success” newsletter or “Tips for Great Living.” Now, remember that these are just ideas and you should ensure that someone else isn’t already using them.
You will probably have a greater likelihood of accomplishing your goals, if you focus on creating a publication that is bigger than a law firm newsletter.
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