If not email, what? If not now, when?

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You know that it’s much easier (and less expensive) to get a client to hire you again than to get a new client. You know that the number one reason people who can refer (or refer more often) don’t do it is that they “just didn’t think about it”. You know the value of staying in touch with prospective clients until they are ready to hire you.

So, what are you doing to stay in touch?

Regular mail is expensive. You can’t possibly call everyone on the phone, even if you wanted to. Social media is not the answer. A Christmas card once a year won’t get the job done.

Nothing personal, but my guess is that if you’re not using email to stay in touch with clients and contacts, you’re not staying in touch at all.

And that’s sad because it means you’re working too hard and spending too much to bring in business.

Email is cheap. It’s easy to use. And it’s the simplest way to remind people about what you do and how you can help them.

You don’t have to write every day, or even once a week.

You don’t have to write brilliant prose. A few hundred words about something you saw online, a client story, a smartphone app you like, and you’re golden.

C’mon, what do I talk about half the time? Nothing that’s going to wind up in the National Register, that’s for sure.

More important than what you say is that you say something often enough to remind people that you’re still around. So they call you instead of another attorney.

Two lawyers. One sends an email to his clients and contacts once or twice a month, the other never does. If that’s all you know about these two lawyers, which one do you think will get more repeat business and referrals?

I know, I tell you this a lot. Two reasons. First, many lawyers still don’t use email or use it enough, and I feel duty-bound to remind them. Second, it’s easy for me to do that because all I have to do is type a few words, click a few buttons, and within a few minutes, you’re reading it.

What a concept.

How to use email to make your phone ring

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