I'd like to inject some personality into my monthly newsletter, but I'm afraid of turning off potential clients. What should I do?

Well, ask yourself this question: would you prefer that potential clients not read your newsletter at all? Because if you send them a dry, drab, humorless newsletter about your law firm, they will idly scan the first item and then delete it. You haven't exactly offended anyone, but you haven't enticed them to pick up the phone, either.

Of course, a lot depends on what your definition of "personality" is. You're allowed to reveal to clients that you have a family, that you take occasional vacations, and that you find some news items amusing. What you shouldn't do is:

  • Share off-color jokes
  • Express your views about politics or religion
  • Denigrate, or make fun of, an existing client, even if it's not by name
  • Boast about what a successful, smart, wealthy guy you are
  • Criticize other lawyers by name

If you do any of the above things, you may well wind up alienating potential (and even current) clients—who will respond by "unsubscribing" themselves from your newsletter. And once that happens, your odds of getting them to subscribe again to your newsletter are pretty slim.

Questions? Call the law practice newsletter promotion mavens at Great Legal Marketing (888-791-2150) to learn more!

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.