Last time I talked about how it is essential to build a relationship with your prospects and clients. (Read that here) When someone first meets you, often they are not quite ready to buy from you. Unless you are able to create and keep a connection with them, you lose a potential client.
Likewise, without having a way to stay in touch with current or previous clients, you are wasting a valuable opportunity to remain top of mind, while developing a stronger connection, credibility, and the likelihood of repeat business.
It comes down to this—If you want more referrals from your existing clients… To convert more interested prospects into paying clients… And more referral sources sending their clients, colleagues, friends and family your way…
The answer is a regular weekly (or at the very least twice a month) email newsletter and ideally a monthly (or at least quarterly) newsletter sent by mail.
But like I said in the last blog, “the key is your newsletter can’t be the same old, boring, dry, lame newsletter most lawyers send out.”
There’s a bigger problem, though. Most lawyers are simply unwilling to do it.
The ones who do send out a value-packed newsletter find that they stay busy. Their phones are ringing and the people who come in to meet with them are primed to get to work… instead of merely shopping around for the best deal.
Before I talk about the components of a newsletter strategy that actually works, let me address the objections you may have to sending out a newsletter.
Objection 1: You Think It Takes Too Much Time
Yes, if you are trying to do it all alone, you are right, it’s too hard. Leverage available resources and a well-trained assistant and it’s not a hardship to you at all. In fact, it can even become one of the most fun parts of your work. Don’t wait for that though. Start doing it anyway. (Tips on what to include and how, below.)
Once you get it down, it should only take you 20-30 minutes per week, at most. And a great newsletter is likely to result in at least 2-3 calls each time you send it out. Isn’t that worth your time and energy?
Objection 2: You Think People Don’t Want To Get Your Emails
You are probably right…
IF what you are sending is a typical, boring lawyer’s newsletter with dry legal content.
Here’s the secret reality—people are not opening your newsletter to read the article content. They are opening the newsletter to read your personal note. (see below) They read your newsletter because they want to know what you are up to in the world. What funny picture will you include? The more personal the better.
Yes, some people don’t want to get personal with you and will unsubscribe. Guess what? They were never going to call to become a client anyway.
Instead of focusing on the few people who unsubscribe, focus on the many who are opening your email newsletter to see what you are up to next.
Objection 3: Enter Your Objection Here…
What other objections do you have to sending out a regular weekly email newsletter or putting a monthly newsletter in the mail?
Post a comment and let me know. I’ll answer your objections directly.
Now let’s talk about what makes a good newsletter…
Elements of a Good Newsletter
Like I said, if you are doing your newsletter well, it will result in 2-3 calls to your office each time you send it out.
Doing it well means including:
a. A well-written article with interesting content
b. A personal note from you that entices people to wonder what you are up to next
c. Thanking your referral sources each time you send out your newsletter
d. A special offer (or invite to an event) each and every time
For example, we provide our Personal Family Lawyer® and Family Business Lawyer™ members with a weekly article to send out to their newsletter list—one focused on families and one focused on business owners.
If you are not a member of our programs, seek out your own article content either through content creators or identify a writer who can write your article content. It could be in-house. It could be outsourced.
Big takeaway: you do not need to be the one who is writing the article content that goes out each week.
Once you have your awesome article, we recommend this article be loaded into a newsletter template by your virtual assistant or in-house marketing coordinator who then sends that template to you every Monday or Tuesday or so. That way, it’s all already loaded up with all the content except your personal note.
Then, you read over the content to see what the topic for the week is, the referrals you are thanking (always thank your referral sources at least by first name in your newsletter) and any events or offers that are highlighted. (Remember, this can all be handled by your assistant in advance.)
Once your newsletter is all put together, you write a personal note that ties it all together and adds the juice to the newsletter. Voila! Vive la connection. Or something! You get the idea.
So get to it… start outlining what you need to do to improve your newsletter, or will include in your soon-to-be developed newsletter. Brainstorm topics you know your potential and current clients will find useful (valuable). Something is better than nothing, so just get started and tweak as you go. Get your newsletter going out regularly and I bet you immediately start seeing a difference in your law business.
Interested in learning more?