Ben Glass is a Fairfax, Virginia personal injury attorney who knows how to market his services. One of the many things he does (and does right) is his newsletter, which I just got in the mail.
The first thing Mr. Glass does right is that he has a print newsletter in the first place. I talked about the advantages of print communication in this digital age recently. For the record, Glass also has an online newsletter and more than one blog.
One of the key features of his newsletter, which promotes his web site and blog, is his firm’s "communication policy," which describes how to communicate with Mr. Glass and his staff. He scores a home run with the following statement: "Ben Glass takes no inbound unscheduled phone calls whatsoever. It makes him much more productive and helps get your case resolved faster." This is followed by information on how to schedule a call or in-person meeting. Why is this so powerful? Because it says his clients and their cases are important and he will not allow interruptions. It means when you are in his office or on the phone with him, he won’t make you wait; your call or meeting (and you) are important.
Many lawyers do just the opposite. They take calls from other clients (or whoever), they make clients wait in the waiting room instead of seeing them at their scheduled time, and their attitude is that they are more important than the clients they serve. Showing respect for your clients is simple and effective. Remember, clients don’t care how much you know until they know how much you care.
Another key to the newsletter is telling stories. Facts tells but stories, sell, and Glass’ newsletter is full of stories. For example, one story is about the tiger who killed a boy at the San Francisco Zoo recently. It discusses the law in a very informal, easy to understand way, and provides insights to what readers have seen on the news. It makes people think and quietly positions Glass as an expert in matters involving injuries and legal issues.
Another story is about a $1 million dollar verdict Glass obtained for a client in a "delay in diagnosis" medical malpractice case. It doesn’t overwhelm the reader with facts, the law, or hubris. Further, it concludes with four "lessons from the case" readers can use to protect themselves and their loved ones from a similar fate. And it "proves" that Glass is good at what he does, without him saying so.
Another feature is a "contractor recommendation," lauding a company Glass and his wife hired recently. It’s an endorsement (with web site and phone number) readers will appreciate if they’re looking for a reliable contractor. If the company is a client, Glass also gains points with them. The lesson is that it’s smart to position yourself as the hub of your clients’ life, someone they can count on for information, recommendations and referrals for all matters important. When your client’s think of you first, you’re doing it right.
Finally, the newsletter does a good job of humanizing Glass with a (front page) story about the director of an orphanage where one of his adopted children used to live. Message: he’s a real person and he cares about people.
Well done, Ben!
