As you can imagine, I get to see a lot of attorney’s email newsletters. Most have “problems”. If your newsletter isn’t working for you, if it’s not bringing in business or it’s taking up too much of your time, here are 3 probable reasons and what to do about them.
You’re writing a “newsletter” instead of an email
You can call it a newsletter but you’ll be much better off sending simple emails. Most newsletters get deleted. Or they are set aside to be read later but forgotten. That’s because most newsletters (especially from attorneys) are too long and too dry.
Instead, send an email. Short and sweet. 300-400 words, not 1500. An email from you (not your firm). Tell them what you’re doing. Tell them about your clients. Weave in a few words about the law, but focus on people, not statutes and decisions.
Use your emails to help your readers get to know you better. Show them how you can help them but keep it light and interesting and personal.
And forget about making it pretty. Graphics get in the way and take time to find and use. Just send text. Like a real email. When every other lawyer and vendor is sending “pretty” emails, yours will stand out.
You don’t email often enough
Once a month isn’t enough. People need to hear from you or they forget about you. If you’re writing interesting emails and delivering value (tips, resources, recommendations, etc.) they’ll want to hear from you.
Weekly isn’t too often. Even daily isn’t too often, if you’re up to it. And if you send short and simple emails, instead of trying to cram “articles” and “news” into one long missive, you’ll have the time to email more often.
No, your subscribers might need you right now (or ever) but they know people who do. Write often and you’ll get more referrals.
You’re expecting too much, too soon
Give it time. Your readers need to get to know and trust you. They need their problems to mature and get painful enough to decide to call you. They need time to save the money to pay you or to convince another decision maker that you’re the one to hire.
You also need time for your list to grow big enough so that there are enough “ready to go” prospective clients on it at any given time.
The biggest problem with email “newsletters”? Not having one. Done right, they can bring you all of the business you can handle, and then some.
If you don’t have an email list, start one. If you have one but it’s not working for you, you can fix it.
Learn more about using email to build your practice here
