Write or get off the “can”

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Once a year my CPA sends me an inch-thick stack of forms and instructions and important tax information. I’m sure it is very good information but I’ve never read it.

It’s too much. It’s fine print. And it’s about as dry as unbuttered toast.

Maybe your CPA sends something like this to you. Maybe they send you the identical package of information, purchased from the same service (I’m sure) my CPA buys it from.

Maybe your dentist, insurance agent, or financial planner sends you an outsourced or “canned” newsletter. Maybe you send something like this to your clients.

It’s better than not sending anything to clients, but let’s face it, most people don’t read it.

There’s a better way. Send your clients something you wrote and put some of “you” into it.

Share an idea and tell them what you think about it. Tell them about one of your clients who used that idea and benefited from it. Put some personality into your message and you’ll get more people to read it.

Why is that important? Because when people read what you send them, they are reminded that you’re still around, still helping clients, still available to help them or someone they know.

And when they read your message, they learn something that can benefit them. They appreciate you for that and look forward to your next message.

Be brief. A few paragraphs in an email is enough. You’re not in the “information delivery business,” after all.

Don’t buy it from a service. And don’t send it once a year.

An email newsletter is one of the easiest ways to provide value to your clients and one of the best ways to build your practice.

You can learn everything you need to know in my new Email Marketing for Attorneys course.

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