Yesterday, I (once again) danced up and down on my keyboard in an effort to convince you to use email for marketing your legal services. I suggested that a simple weekly email to clients and prospects might bring in enough repeat business and referrals to make you a very happy camper.
A subscriber, an attorney friend who no longer practices, wrote and said my email reminded him of a time when he sent a letter to all of his former clients:
“Back when I practiced law, my New Years resolution one year was to create a new profit center for my practice. So I wrote a letter to all of my old clients – about 200 people — announcing that I was now also handling wills and trusts.
That one letter made me about $80K the next year.”
Waaay better than a poke in the eye with a sharp stick.
As far as I know, my friend didn’t make any crazy-special offer. He merely contacted people who knew, liked, and trusted him and shared his news.
And, as far as I know, he only sent one letter. Would he have earned more if he had written again? No doubt. Because some people may not have received his first letter. Some might not have read it. Some might not have been ready to take action. A second (or twenty-second) letter may have arrived at precisely the time when they were ready to say, “take my money”.
You’re thinking: “Okay, this sounds good but what if I’m not starting a new practice area?”
Well, how about partnering up with other lawyers in other practice areas and recommending their services, in return for them doing the same for you? Know any good accountants, financial planners, insurance or real estate brokers? Business owners with products or services you like?
Yep, you can do the same thing with them. But only if you have a list.
If you don’t want to recommend anyone else’s services for some reason, just keep your name in front of your peeps. When they need your services (again), or know someone they can refer, well, there you are–in their email inbox, a click or a dial away.
Hold on. You’re thinking, “If they need me, they’ll call me. They’ll look up my phone number or go to my website. I don’t have to stay in touch with them, they’ll find me.”
Some will. Most won’t.
I know. I signed up hundreds (thousand?) of clients who, when asked for the name of the attorney who represented them in their prior matter said they didn’t remember. And that’s why they were sitting in my office instead of the office of their former attorney who didn’t stay in touch.
Email is easy when you know how. Here’s how