Writing a weekly blog post and emailing that post to your email subscribers is one of the smartest things you can do to build your practice. If you don’t have an email list and a sign-up form on your website or blog, put that at the top of your project list under the category of “incredibly effective marketing”.

Don’t argue with me, just do it. And then email something to that list at least once a week. You’ll thank me later.

See, one reason many lawyers don’t do this is because it seems like too much work, relative to what they believe will be the outcome. That’s because they don’t know how effective this can be in bringing in new clients, repeat clients, referrals, and other marketing goodness.

If you found out that doing this could double or triple your client intake this year, would it be worth it?

One way to ameliorate the “burden” of writing a weekly email is to collect some of your past emails and add them to your autoresponder sequence.

Autoresponders let you send “broadcasts,” which is what you do when you write and send fresh material, and “newsletters” when you want the software to automatically send emails you have already written on a schedule of your choosing.

Are you with me?

Go through the emails you previously sent to clients and prospects and website visitors and select the best ones that are “evergreen”. You may have some that you can edit (remove dates and time-bound offers and “current” events) and add them to your list.

Still with me?

If you have 20 evergreen emails, you can put them in your autoresponder queue and send them to new subscribers automatically. Those new subscribers won’t know (or care) that you wrote them in the past; to them, the information is new and valuable.

That’s 20 weeks of new emails you don’t have to write. You can also send these to “old” subscribers, many of whom have already received those emails. Just because you sent it to them before doesn’t mean they received them, read them, related to them, or were ready to act on them.

When you have 52 evergreen emails, you can add them to your queue and take the next year off. When the year is over, you can instruct the autoresponder to repeat the process and start sending those emails again.

You’ll want to add new emails (broadcasts) throughout the year, however. To notify your list when you have a new article or blog post on your site, invite them to your event, or make a special offer. But that’s easy to do because you won’t be writing emails every week. Unless you want to. But that’s a subject for another day.

Here’s how to do it: Marketing online for attorneys