Sure! Plenty of attorneys outsource their copywriting, and a newsletter is no exception. However, you will have to make a few decisions when deciding how to proceed, such as:
- Who will do it? There are a lot of companies that offer “stock” newsletters that can be tailored to your business. Avoid them. Putting your name on a canned newsletter will waste money, hurt your firm’s credibility, and most likely never be read. Take the time to hire someone who will write meaningful and informative content.
- How should it sound? The last thing you want is your newsletter to sound like a legal brief. You must include current and useful information, but you have to do it in a way that engages your customer. An easy rule of thumb is, if you’re talking about yourself and not the client, rewrite it.
- Will it be worth it? If you already have a website with fresh daily content, you may not need to outsource your newsletter as well. You can always pull articles and blog posts (not to mention recent news items) to use as a monthly “round-up” of the goings-on at your firm.
Remember: the whole point of writing a legal newsletter for marketing is to get your customer to initiate contact with you. If your newsletter is sent electronically, always include links to relevant items on your website, making it easy for your customers to find exactly what they’re looking for on your site with just one click.