In a world full of digital marketing options, one of the most important things you can do to stand out is by making sure you are still engaging in offline marketing. For law firms, we have found that the best way you can improve your offline presence is by doing a regularly mailed print newsletter. Of course, you want to make sure you are maximizing your investment.
We've found three ways you can improve your law firm newsletter to make sure it performs as best as possible...
- Follow the 60/40 rule - Your newsletter should be 60% personality and 40% business. Most newsletters are 80-100% business. This is a nearly guaranteed way to get your newsletter ignored.
You want your newsletter actually to be read, right? Well, if all you do is bore people with various legal stories and forgo giving readers some "fun" to keep their attention, your newsletter will regularly be thrown away.
There are some easy ways to add personality to your newsletter. Start with a recipe. Members of Great Legal Marketing regularly report people calling in to ask about the recipes or to ask for a copy of a previous recipe. You may say, "Well, that's not a case for my office." We say, "People are paying attention, which means that you will be the first attorney they think of when they or anyone they know needs a lawyer." And we know that we're right - we've seen thousands of case studies of the effectiveness of using a newsletter.
- Include a call to action - If you're going to mail a monthly newsletter, you should be taking the opportunity to get people to interact with it. Create a habit of interacting with your newsletter by making a nice offer to readers. For example, do a giveaway of coffee mugs or other exciting promotional items.
By building the habit of people interacting with your newsletter, when you use a more direct call to action, such as referred cases, it won't seem out of place. You'll be able to offer your book, new reports you create, and whatever other direct solicitations.
The trick is to get started. Develop a responsive herd by actually creating a call to action. It could be something simple you run every month, or you can switch it up and test new offers.
- Make it a PRINTED NEWSLETTER - It has been hinted at through this whole article. You can't sacrifice the power of print. An e-newsletter is an excellent supplement, but you just can't replace the live presence of something printed and mailed. There's a whole different experience associated with it.
If you need help getting started with a regularly mailed newsletter, Great Legal Marketing has a newsletter service you may want to use.