I still often hear lawyers bringing up concerns over having an e-newsletter for their law firm. More often than not, it centers around wondering if it is worth it, and concern that it will just be a “bother” to those who receive it.
I do not know how to put it more plainly than this: Not having an e-newsletter for your law firm could be one of the biggest mistakes you make…at least from a marketing standpoint. There are more clients and opportunities waiting for you, from the people you already know. And, an e-newsletter is a simple, yet hugely effective strategy that can help.
And about those people who you are concerned don’t want your e-newsletter, they can just unsubscribe. Stop overthinking this….here is why you need an email newsletter for your law firm asap!
You Don’t Have Enough Time to Stay In Touch With EVERYONE
You hopefully already know how important it is to network and build referral relationships. But, what happens to all the people you meet? Most likely you pick a select few to follow up with. Maybe even the occasional lunch or coffee date. However, there just is not enough time in a given day, week or even month to stay in touch with everyone you know. You don’t know what business or opportunities you are missing, because you can’t possibly leverage every relationship you have. Well, with one click of a button you can reach out to everyone you know, every month, with a monthly e-newsletter. While it’s not as effective as a phone call or having lunch, it’s a way to stay top of mind with every single person you have ever met.
That alone should be enough to get you to do an e-newsletter. If you need more, keep reading…
You will Make More Money
If you have read other blogs of ours, or listened to our Podcast, you might have already heard that studies show you are only getting about 33% of the referrals that you should be, from people you already know. Well, that is exactly who your email newsletter is meant for…people you already know. I have heard countless stories of people getting business from someone years after they met, and the only correspondence during that time was their law firm’s e-newsletter.
Remind People What You Do
It happens all the time…people don’t send you business either because they forgot what you do, or didn’t know you also did (fill in the blank). We often recommend putting one of your blog articles into your e-newsletter. If your blogs are done correctly, than the nature of them is that they communicate what you do and how you help people. That is why featuring a blog in your e-newsletter is a great strategy, because then your e-newsletter not only keep you in touch with everyone, but it also reminds them what you do.
So the bottom line is that an email newsletter for your law firm will keep you in touch with people, make sure they don’t forget what you do and ultimately results in more clients (as well as strategic opportunities and relationships).
Stop making excuses…even people who don’t open your e-newsletter will still be reminded of you. If you think having a law firm e-newsletter is not for you, you must not like growing your firm. I don’t mean to be harsh…it’s just that these principles are the things every lawyer knows to be true. Referrals are the best source of business…staying top-of-mind with your contacts is key…educating referral sources on what you do is paramount. Well, an e-newsletter is a tool that helps you do all of these things that you already know you should do more of.
If you want to see some examples, visit our e-newsletter page here. Feel free to contact us if you need help.
Marc Cerniglia
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