Back before email, you know, in the days when people used paper, lawyers routinely asked me, “How often should I send my newsletter?” I usually suggested monthly. In part, because of the cost of printing and mailing, but also because it might take a whole month to accumulate enough material for a print newsletter.
Not anymore.
With email, there is essentially no cost. And you don’t need to have pages of content to call it a newsletter. You can send a few paragraphs and call it a day.
So, today, when I’m asked, “how often should I send my newsletter?” my answer is weekly. At a minimum. Mail often. Here’s why.
Marketing has always been about building relationships. You carry on a conversation with prospects, finding out what they need and want, giving them information and recommendations, and also asking them to do something for you from time to time. Do this and when these people need legal services, or know someone who does, there’s no question about who they’re going to call.
People only have so much room in their lives for relationships with other people (lawyers). And they can only read so many emails. You are competing with other lawyers in your space to be “the one”.
I get quite a few attorneys telling me always they read my emails and those from one or two other lawyer marketing folks. There are dozens, perhaps hundreds, they could choose to read, but they choose me.
One reason is that I deliver a quality message. It’s not “sell, sell, sell,” like some others do. I believe in giving my subscribers what I want: practical information that helps improve my life, presented in an interesting (i.e., non-academic) way. I aim for 95% value and 5% “sell”.
It works. Just yesterday I received an email from an attorney who said,
“. . .you are really providing substantive, useful content. Not. . . designed primarily to add me to “your listâ€. Actual content. Actual value. I am getting something out of almost every single posting. Damn! I am going out of my way to read your stuff. Thank you.”
He also bought several of my courses yesterday. Thank you, Jere!
The other reason I am on many lawyer’s short reading list is that I email five days a week. The frequency of my emails helps me stay in front of subscribers, reminding them that I’m still here.
So, email frequently. And don’t just send legal stuff. Mix it up with consumer tips, personal stories, and profiles. Tell them what you are doing to be more productive. Tell them what you are reading. Share videos you find online.
I’ve written about this subject before and I will do so again. It’s important. Lawyers need to have a list and they need to stay in touch with the people on that list. The easiest way to do that is with email.
Sales pitch alert: My course, “Make the Phone Ring,” shows you how to get clients online and through email. If you don’t have an email list, you’ll find out what to do. If you do have a list, you’ll find out what to send.
Marketing with email is simple. Build a list. Deliver value. Email often.
