How to Get Started on a Newsletter That Will Convert—Not Bore—Your Readers

Many attorneys cringe at the thought of writing a newsletter. They would rather spend their ad budget on TV spots, Yellow Pages ads, or putting professional videos up on YouTube. But the truth is, a newsletter can be a valuable part of your law firm’s marketing campaign—if you do it correctly.

There’s no denying that reaching out to old clients for new cases or referrals is much easier than trying to convert new customers. A newsletter is a great way to “stay in touch” with those you’ve already done business with, staying in the forefront of their minds. If done correctly, your newsletter will contain points of interest that your clients will repeat to their friends while reminding them of the existence and availability of your firm.

Your newsletter can remind past clients about your firm and get them to send new clients to you.But there’s no way around it: a great newsletter takes work. Here are three tips that will help you avoid a snooze-worthy newsletter:

  1. Do it differently, or don’t do it at all. If you’re thinking about using someone else’s boilerplate newsletter and simply adding your logo to the top, you might as well not even bother. Canned newsletters are boring and wasteful—they waste your time, the client’s time, and whatever paper they’re printed on. If you start to tune out when you’re proofreading it, that’s a hint your readers will, too.
  2. Don’t start with a blank page. Trying to come up with something to say every month is going to make writing a chore—and one you don’t have time for. Instead, keep a folder by your desk where you can save up interesting ideas that come across your desk. Tech-savvy attorneys can bookmark websites and news articles and save them on their computers, making the process even easier.
  3. Don’t hide your personality. Ignore the urge to write as an attorney or the head of a business. You’re a person, and you have a life. You’re interesting. People would rather read about you—what you think, things you are interested in—than about your firm (which they assume is like any other firm out there). Mention your hobbies (are you a cyclist? a fisherman?) and mention your family’s activities. Let them see you as a person and they will respect you as an attorney.
Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.