A newsletter isn’t a newspaper

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Some lawyers’ email newsletters are too long. They cram too much information into each “issue”.

This is especially true of newsletters that are published infrequently.

You can see the logic. If you publish once a month, you’ve got a lot more to say than if you publish daily. But only the stalwart reads these tomes.

Most people don’t.

They may skim them, to see if anything catches their eye, but when there’s nothing but lengthy discussions about the law and documents and procedure, eyes glaze over and your reader is not long for this world.

Do this consistently and they won’t even open your email.

The solution is simple. In addition to being shorter–something that can be read in a minute or two–your newsletter needs to have some “human interest”.

You’ve got to talk about people.

Your clients. Litigants in cases you’ve read about. People in your community or in your client’s niche market.

Your office staff, your family, your neighbors, and yourself.

It’s not difficult to do. Just uncommon. But if you want people to read what you write, which is kind of the point, you’ve got to give them what they want, and they want to read about people.

Something else. When you write about the law or the news, don’t “brief” them, tell them what you think about it.

Because people want to know what you think.

Because that’s how they get to know you, which is the first step towards building a relationship with you and hiring you or sending you traffic and referrals.

If you want to know how to write a newsletter people want to read, without breaking a sweat, check out my email marketing course.

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