Writing a monthly newsletter for law firms is a great way to keep in touch with the community and former clients, while also reaching new potential clients. The newsletter works on many levels, including putting a face to a name, and letting clients know that there is, in fact, a human working in that law firm.
Step one is complete. You know that having a newsletter (monthly, bi-monthly, whatever works for you) is a good idea. Now what do you include in the newsletter to make yourself and your law firm look good? There are some general ideas, and there are plenty more that are specific to you. Keep a note pad with you at your desk and jot down any ideas that you think might be worth including in the next month’s issue.
A couple of hints to start you off:
- One of the most important aspects of the newsletter is letting clients know that there is a human inside the office. If you only put legal matters and information of successful cases, people will not read it, unless they have such an interest in the law that they are probably lawyers themselves. Include information about yourself to sell yourself to them!
- An important technique is to share some personal information. Talk about your family and a vacation you may have taken. Talk about what it’s like having children going through the schools in your local community. Talk about a hobby you have, such running, biking, working on cars, or gardening. It’s hard for people to trust a lawyer, but it’s much easier for people to trust a person with whom they may have common interests. Become a person to potential clients.
If you have further questions about writing a newsletter for potential clients, there is a wealth of information through Great Legal Marketing. Ben Glass has been working with law firm marketing strategies for years, and his experience has helped many law firms thrive. You can order a free chapter from his book Great Legal Marketing on this website.