One of the best decisions you can make for growing a law practice is to write a newsletter.
Even if nobody reads it.
The act of writing a newsletter will not only improve your overall client development skills and (eventually) bring you a lot more business, it will also make you a better lawyer.
Writing is the quintessential communication skill for a professional and there’s no better way to improve that skill than to put more words in the hands of more clients and prospects and professional contacts.
Yes, even if nobody reads what you write,
Think about it, every time you write something and send it to somebody, you are reminding them that you are still alive, still practicing law, still able to help them or someone they know.
Yes, they might remember you if you don’t send them a newsletter, but you’ll get more business if you do. People are busy. Many can’t remember your name, haven’t thought about you in years, and don’t care about what you do if they don’t presently have a problem or need legal advice.
A newsletter let’s you stay in their minds and their mailboxes, reminding them what you do and how you can help them. And gives them a link or phone number to make it easy to take the next step.
That’s the “no brainer” part of the equation.
But there’s more.
Writing a newsletter also provides you with content you can use in other aspects of your marketing. You can recycle your newsletter content into articles, white papers, handouts, presentations, videos, podcasts, social media posts, blogs, and books.
Easy, free content you write once and use over and over again.
Writing a newsletter also “forces” you to read and listen to content created by other lawyers or experts. I reguarly get ideas for this newsletter that way.
Okay, you are a good writer and have something to say that’s worth reading. What if you don’t have enough subscribers to justify the time it takes to write a newletter?
Your “small” list can be used to introduce your other services, put more butts in seats at your presentations, and solicit success stories from clients you can use on your website and other marketing content.
And, if you stay with it, your numbers will grow. And compound.
If you have 50 people on your newsletter list today, next year you might have 500. Two years from now, 5000.
Start, or start again, and give it time. Even if a newsletter is the only marketing you do, it might eventually be all you need.
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