I see a lot of lawyer newsletters come into my inbox each month.
Most of them, suck.
Here’s some of what they have in common that you really want to make sure your newsletter doesn’t:
The subject line is something like: “Kelly Jones’ Weekly Newsletter”
The content includes 3-4 wordy, dry articles
There’s no pictures or faces that are interesting to look at
Truth be told, you might as well not waste your time sending a newsletter like this to your law practice clients, prospects and referral sources.
If you are going to send a newsletter (and you REALLY should because when done right is a steady stream of new business and referrals for you)…
Do this instead:
1. Have a compelling subject line
If your newsletter doesn’t preview the benefit to the reader by opening the newsletter, it’s getting deleted without a second glance. Truth is, no one wants to read your newsletter for the sake of your newsletter. Unless you’ve created a highly attractive personality that gets your emails opened just because they are from you, you need a subject line that promises value.
Just think about how you read your email to understand what I mean. Which emails do you open and which do you delete without opening? And why?
2. Include personal connection with you
Once people do open your newsletter, if you want to keep them coming back, give them something juicy.
A photo of you (ideally casual or doing something funny, with your kids or with your pets) and a personal note that ties your article content into your life with commentary can be a good mix.
Either way, remember this — people want YOU, not merely your content.
3. Make it super easy to digest
Think again about how you open and read email. Very likely, you move through it quickly and don’t spend too much time reading any one message. You can only take in so much and appreciate short, direct, to the point, impactful content. Measure everything against this standard.
Also, include images, not just written copy. It’ll make it much easier and more desirable to read the words.
4. Send it weekly
I’ve seen too many lawyers try to save time and/or money by sending their newsletters just once a month. Stop now. Send your newsletter every week by email and you can send a MAILED (as in snail mail) newsletter once a month.
Sending weekly is what it will take to stay top of mind with your prospects. Not every person opens every week, so it’ll be fine. And when you are sending great content that people actually want, they don’t mind a more frequent communication.
If you send out a great newsletter every week, use it to thank referral sources and watch the number of new calls coming into your office next week increase substantially.
Speaking of which — Are you signed up for our newsletter? If not, go here. If you are, go back to that email (you’ll get it Wednesday) and do the exercise (Take Action Now) to evaluate and improve your own newsletter. I look forward to hearing about your progress and better engagement with your list.