Getting business is all about building relationships. Think about the relationships in your life. With whom do you feel you have the best relationships - the people you're in touch on a regular basis, or those you don't see or speak toi very often? Relationships only grow when they’re nurtured, and when you’re in touch on a regular basis (which is the reason some people tell me that Twitter has become so popular, although I’ve yet to jump on that bandwagon).
Your firm’s newsletter is your way of staying in touch with clients, potential clients, strategic alliances and referral sources.
Here are some tips for creating your firm newsletter:
1. Give it some personality – make sure your firm newsletter reflects your firm’s culture and individuality.
2. Include news about the individuals in your firm. Even if your clients are businesses, it’s people within those businesses that are hiring you. And those people have relationships with the people in your office (for more on this see my upcoming post Do Something! Highlight staff members in your newsletter) Did someone in your office have a baby, move to a new home, or get recognized in the community? Include this news in your newsletter for a personal touch.
3. Use the newsletter as an opportunity to cross-sell. Highlight a different lawyer or a different practice area in each issue so that clients know the other services you provide
4. Highlight business accomplishments of the firm and its members. Was someone recognized for pro bono work? Is your firm involved in the local bar association? Did you win a big case recently or save a client some money? Was someone published? Have your lawyers or staff attended training programs or conferences that will aid in their representation of clients?
5. Use case studies and testimonials to demonstrate the benefits your firm provides to its clients. Stories and case studies illustrate the concrete way you help your clients and helps potential clients identify themselves, while giving referral sources a 'taste' of what you can do for others.
6. Include photographs. If you’re highlighting a lawyer or staff member in the newsletter, include a photo. If you’re a solo, include a photo of yourself in each issue. People respond to photographs and it reinforces the ‘know, like and trust’ factor.
7. Keep it short and conversational – don’t overpower your readers with big words and legal jargon – remember to speak your clients’ language.
8. Include your contact information in a prominent place (or several prominent places).
9. Invite comments and feedback from your readers. Readers who are engaged are more likely to hire you or refer you business
10. Include offers for special reports or other information to get readers to your website
11. Don’t forget to check your newsletter for the ‘so what?’ factor – read every issue from the perspective of your audience to ensure that you’re answering the question foremost in their minds: What’s in it for me? Make sure you're providing value, not just pitching your firm.
As always, remember to follow your jurisdiction’s ethical rules when sending out newsletters, whether online or off.
Need help deciding what to do with your firm newsletter or how it fits into your overall marketing plan? Contact me to see how I can help.