The objective of every newsletter your write is to get your subscribers to do something.

To call for an appointment or to ask questions, to reply and give you their opinion, or to share something you wrote with people they know, just to name a few.

And, you have to convince readers to do that.

That’s why you write a newsletter, after all.

This doesn’t mean being pushy or sales-y or anything less than professional. On the contrary. Your professional demeanor is an important element in persuading readers to listen.

But you can’t be boring.

Too many lawyers see the function of their newsletter as a mechanism to deliver information. Information is valuable but it’s not everything.

And too much information is often. . . boring.

You need to talk to your readers.

You have to write copy that addresses their emotional needs in a relatable way.

You want to come across as authoritative, trustworthy and likable. Someone who understands what your readers want and how they think.

And, once you’ve done that, you want to tell them what to do next.

Before you send your next issue, read it out loud and ask yourself how it sounds. If a lawyer sent this to you, what would you think about them?

If you want to see how to do it right, head over to this page