You see the value of staying in touch with clients and former clients. You want to start a newsletter or email list. But you hesitate, because you don’t know what to write about.
Your divorce clients don’t want to hear about all things divorce. They want to forget about it and move on. Your personal injury clients don’t plan to be in another accident. Why would they want to constantly hear about injuries and claims and trials? Estate planning clients might need to stay up to date with changes in the law or with the latest strategies, but every week?
If you have a consumer oriented practice, how do you write an attorney newsletter anybody would want to read?
That is the essence of an email inquiry I received last week.
The answer is to realize that your clients have different roles and interests and you can provide them with information related to those roles and interests.
Start with general consumer information and advice. Write about insurance, mortgages, debt, identity theft, taxes, saving money when buying a house, avoiding scams, building credit, repairing credit, leasing vs. purchasing, home appliance warranties, and a host of other topics.
But you’re a lawyer, not a consumer expert. Where do you get this information? How are you qualified to give advice?
You have several choices.
You can read and learn this information. I didn’t say you need to become an expert. You can learn just enough to share these ideas with your subscribers. You only need a few paragraphs per topic.
You can do a roundup of articles and resources you find online, and link to them. “If you’re looking for a way to. . . here are three articles you might like. . .” Add a few comments: “When I refinanced, I did exactly what this expert suggested, and here’s what happened. . .”.
You can reach out to subject matter experts in these areas and have them supply the information. They can write a “guest post” or article. You can interview them. Or you can ask them to supply something they’ve already written and allow you to quote from it (and link to it).
You can write articles describing your life as a consumer. Describe how you handled the purchase of a new car, researched contractors for some repair work to your home, or shopped around for a new insurance policy.
In addition to general consumer information, how about writing about legal issues outside of your field? Research and write it yourself or have another attorney write it. You can write articles for his or her newsletter in exchange.
What else. . . ?
How about. . . ANYthing?
Write about your personal life. What did you do on your last vacation? What’s going on with your search for the right college for your son or daughter? Have you seen any good movies lately? Read a great book?
Have you had an interesting case or client lately? Do have any clients who own a business?
And hey, the practice of law is local. What’s going on in your community? New stores opening? New restaurants you tried? A controversial rezoning effort? A scandal in the city counsel? Any interesting speakers at your rotary meeting?
Each time you add content to your website, you can mention this in your newsletter. Tell  what it’s about, provide a link, and describe who might benefit from that content. It might be your subscriber, it might be someone they know, so encourage them to forward your email.
In answer to the email inquiry I received about what to write about, I asked the attorney, “What would you talk about at a party?” You wouldn’t talk about the law (unless someone asked), you’d talk about the things people talk about at parties: life, kids, travel, food, art, community. Why can’t you “talk” about these things in your newsletter?
Your newsletter doesn’t have to be about your practice area. You can write about anything. Your newsletter is a mechanism for staying in touch with the people in your life. Each time they receive it, they are reminded of your name and how to contact you. They open and read your newsletter because you are a friend who shares interesting information. A friend who happens to be a divorce lawyer.
For much more on what to write about on your blog and newsletter, get this. Really. You’ll thank me.
