A simple way to grow your email list

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Everyone loves free stuff and that includes people you would like to have as subscribers to your newsletter.

Which is why one of the easiest ways to get more subscribers is to conduct a giveaway.

Here are the steps:

(1) Choose a prize.

Your prize could be one of your legal services, e.g., an hour of your time. That’s likely to lead to higher quality leads because few people will sign up for your list unless they’re interested in your services.

If you want more subscribers, you might offer a gift card or book, something that will appeal to people who don’t need your services immediately but might in the future.

Another idea is to offer a product or service from another professional or business. A financial planner’s start-up package, for example, or dinner for two at a local restaurant (coming soon).

Better yet, see if the professional or business will donate the product or service.

(2) Set up a landing page for your giveaway, on your website or free-standing.

Describe the prize details and the rules, (e.g., enter once, when the contest ends, how to enter).

You can identify new subscribers by tagging them on the landing page or having them added to second list.

(3) Promote your giveaway. Some options:

  • Email your existing list and ask them share.
  • Ask the prize creator or donor to share the contest. They get additional exposure that way.
  • Promote the giveaway on social media. You can do this with your personal connections and to groups you belong to.
  • Ask your personal and professional friends to promote the contest to their lists and on social media.
  • Mention the giveaway on your blog, podcast, interviews, videos, etc.
  • Add additional emails to your autoresponder asking new subscribers to share the contest on social media.
  • Advertise the giveaway.

(4) Pick a winner.

Export your list of new subscribers and choose the winner. You can do that manually or you can use a free randomizer tool.

All that’s left is to announce the winner, deliver the prize, and start planning your next promotion.

For more ways to build your list, see my Email Marketing for Attorneys course.

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How do you get new subscribers?

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In response to yesterday’s post about blogging vs. newsletters, and why I don’t keyword optimize my blog posts, I received an email from a lawyer asking how to get traffic and subscribers.

Well, for starters, don’t assume that you have to obsess over SEO to bring traffic to your site.

Good content still gets found by search engines. Better to spend your time writing more of that than tinkering with keywords and meta data.

You also get found through articles and guest posts you make on authority sites, through your books, videos and podcasts, interviews you do, and through strategic alliances with influential people in your niche.

When you meet new people, in the real world and online, let them know you have something that might interest them or their clients and give them the link to your site or a landing page.

One of the best sources of new subscribers is your newsletter itself.

Your readers share your content with their friends and clients and other people they know.

Word of mouth is strong in The Force.

Paid traffic also has to be considered. If you don’t want to (or aren’t allowed to) advertise your legal services, advertise your book, report, or other tasty morsel.

But, here’s the thing.

Quality is much more important than quantity. You don’t need massive traffic or a huge subscriber list to build a successful practice.

You need the kinds of traffic and subscribers that come through referrals.

Which is what you get when you are email-centric instead of blog-centric, because you can more easily build a relationship with your list.

If you want to know how to do it right, my Email Marketing for Attorneys course shows you what to do.

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A simple way to grow your email list

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You want more subscribers for your newsletter, right? More people hearing your words of wisdom, your success stories, and your offers.

You also want these subscribers to be people who are likely to need your services at some point, or to know people who might.

You want to grow your email list because more subscribers eventually translates into more clients.

One of the simplest ways to grow your list is to partner up with other professionals, business owners, bloggers, and other centers of influence in your niche.

If you are an estate planning, consumer bankruptcy, or divorce attorney, you might pair up with an accountant, financial planner, or a financial blogger.

Who might be a good source of referrals for you? If they have a list and write to it regularly, talk to them about a strategic alliance.

What might that look like?

You write an article for them, they write an article for you. Or, you mention their newsletter and they mention yours. Or you promote their offer and they promote yours.

You might interview each other. Or co-author a piece that gets published in both of your newsletters.

You could do the same thing on social media.

The key is to find someone with the right attitude, someone who wants to grow their list and is willing to work with you to do that. You don’t need everyone to say yes, you just need a few.

Once you find someone and execute your first “swap,” you can (a) do it again in a few months, and/or (b) go find someone else.

To learn more strategies for building your list, including the ones that get my highest recommendation, check out my course on email marketing for attorneys.

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How to find a good attorney. . . according to an attorney

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If you were looking for a good auto mechanic, podiatrist, accountant, or therapist, you’d want to know what someone in that field recommends about how to find them, wouldn’t you?

That’s why you should write an article that shows people how to find an attorney in your field.

Include your practice area in the title. “How to find a good personal injury attorney. . . according to a personal injury attorney,” for example.

Then, to save time, search online for similar articles or blog posts, and use the information as prompts to write your own. You should see ideas about who to ask for referrals, places to find “candidates,” questions to ask, things to watch out for, and so on.

Here are a few ideas to get you started:

  • Who to ask for a referral. (Friends, other professionals they know.) What should they tell the person about their case or situation? What should they ask them about the attorney they recommend?
  • Should they look at ads or lawyer directories? If so, what they should look for? If not, why not?
  • What to look for on the candidate attorney’s website. What kind of experience or qualifications? What else they should note (Testimonials, reviews, endorsements; types of clients they represent; cases or issues they emphasize. Are they a certified specialist? Fees and billing, free consultations, etc.)
  • Where to get more information. (Review sites, Bar website, websites where the attorney has published articles or been interviewed, etc.)
  • Questions to ask the attorney when they speak to them. What should they look for in their answers?

Include examples and stories from your practice. These make your article more interesting to read and allow readers to see you “in action,” talking to people like them, handling issues similar to their own.

You might talk about the questions a new client asked you, for example, and how you responded.

Valuable insights from an industry insider like these should be easy to get published on websites or blogs that target your market. You can also feature it on your website, turn it into a video, or use it to get interviewed by blogs and podcasts.

You could also turn it into a “free report” and advertise it to build your email list.

People want to know how to find a good attorney (like you). Now’s your chance to tell them.

How to write a report and use it to build your list

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Paid content vs. the other kind

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You’ve got content you give away to get leads and build your list. Because it’s free, it may or may not bring you high-quality leads.

But, you’ll take them.

If you get 100 sign-ups this month by giving away a report and only 5 “buy” your services, you could make out like a bandit.

The other option is to offer paid content.

Being a professional doesn’t mean you can’t (or shouldn’t) create seminars or books or other content that people pay for. You may earn some extra income that way (or turn it into a new business as I did), but there’s another reason to do it.

Better leads.

If your content provides value and is targeted to your ideal client, the leads and subscribers you get, while smaller in number, will usually be higher quality.

Which can bring you more clients. Probably better clients. With less effort because your content does most of the “selling” for you.

In my humble (but correct) opinion, you should consider creating both free and paid content. At the very least, publish a short book and use it to get traffic to your website.

On Amazon, you can run free promotions for your paid books, to get your book into more hands and improve the ranking.

Which is what I’m doing over the next few days for my latest book, “How to Sell Your Legal Services in 15 Seconds or Less.”

Starting tomorrow (Friday), for the next few days you can download the ebook at no cost.

You can get it here

It’s a quick read that spells out how to quickly get other people to understand what you do and how you can help them (or their clients). It also helps you find out if they are a candidate for your services and then transition to the next step such as an appointment or phone conversation.

So, check it out.

If you like the book, I’d appreciate your showing me some love and leaving a review. Even a few words help.

How to Sell Your Legal Services in 15 Seconds or Less.”

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The best way to build your list

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The simplest way to get more clients and increase your income is to get more people to discover what you do and how you can help them.

In other words, build your list.

That doesn’t mean fill it with names. You want quality. You want people on your list who need your help and have the money to pay you, and you want people who know people like that and can tell them about you.

So, what’s the best way to have them find you?

Referrals. From people like the people you want to attract.

You won’t get as many people joining your list as you might get through advertising or other means. But the people you do get will be higher quality because someone they know, like and trust told them about you.

You’re more than half-way to “the sale” at the moment they join your list.

Okay, how do you make that happen?

The best way is to give people a reason to talk about you.

Give your clients an experience that is “chat-worthy,” that is, so good they want to tell people about you.

When you do that, you’ll get more referrals.

You’ll also get more people visiting your website or following you on social or coming to your seminars, to find out more about what you do and how you can help them.

What else?

Create a report, a checklist, a set of forms, or something else the people you want on your list would like to have. Make it something good and valuable, something that can solve a problem or help them achieve an objective.

Then, tell people where to get it.

One of the best (and easiest) places to tell people about your free report or other offer is your existing list.

Tell your social media connections, your networking contacts, the people who read your blog, and your newsletter subscribers about it and encourage them to tell others.

Case in point, my free report, “Marketing for Lawyers who Hate Marketing” is now available on my website. It shows lawyers how to build their practice without networking, blogging or social media.

If you know any lawyers who would like a copy, tell them about the report and my newsletter.

More ways to build your (email) list

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It’s not how big it is. . .

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I’m talking about your list, of course. Having a big one is important to many people but, like other things in life, it’s not how big it is, it’s what you do with it.

If you have a small email list but you get a lot of new clients each month from it, you’re a stud. If you’ve got a huge list but nobody signs up, well, don’t go bragging about the size of your list.

Okay, I’ve milked that analogy enough. Oops, maybe not.

Anyway, it’s a valid point. It’s not the size of your list that’s paramount, it’s how responsive it is.

You want your subscribers to read what you write, not ignore your emails because you give them too much to read or your message isn’t relevant to them.

You want a list that looks forward to hearing from you because your emails are interesting or fun to read and never boring.

You want a list that engages with you, by replying to your questions and responding to your offers.

You want a list of people who like and trust you so that when they need you (or know someone who does), they don’t hesitate to contact you or refer you.

So yeah, grow your list. But don’t obsess over size and don’t worry about having a small one.

If you want to know how to build a responsive list and get more clients with email without spending a lot of time or money, that’s what my email marketing course is all about.

Details here

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5 Ways to Grow Your List

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If your marketing has gotten complicated and you find yourself doing less and hating it more, it might be time to get back to basics.

Here goes:

One of your most important marketing tasks is to continually build your list of prospective clients and professional contacts. This is essential because of attrition. The list you had yesterday won’t be big enough or “ready” enough tomorrow.

You know there are many ways to build your list and, no doubt, you’ve used some of them in the past.

The question is, what are you doing now?

In case you aren’t doing much (or anything) right now and you want a place to start or re-start (or expand) your list building activities, here are 5 simple but effective options to consider.

Networking

You connect with people (prospective clients, referral sources, centers of influence) in your target market, find out what they want and how you can help them, and build a relationship with them, leading to engagements, referrals, and joint venture marketing activities.

Social media

This is “networking” done online.

You find groups of people in your target market, learn about the groups and the people in them, introduce yourself, and then take your “conversations” offline, e.g., phone, meet for coffee.

And/or, you can offer a free report or another lead magnet to people in the group and send them to your web page to opt-in to your list.

Advertising

If you have more money than time, advertising is a great way to scale up your list building and lead generation. There are many ways to do it and many experts who can advise you and help you set up and run your campaigns.

Media exposure

Find podcasts, blogs, and publications in your target market and get yourself interviewed. You can also submit articles and guest posts and comment on existing posts and articles.

Leverage existing contacts

This is the easiest and a great place to start. Ask the people who are already on your list to share your content, invite their friends or colleagues to your webinar or event, check out the content on your blog, or subscribe to your video channel or podcast.

So, there you go. A few places to start (or re-start) your list building.

Of course, having a list doesn’t mean you’re done. You need to stay in touch with the people on your list.

I recommend email.

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Is your list getting stale?

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Does your marketing currently look something like this?

YOU: “Here’s what I do and how I can help you”
SOMEONE: “Yeah, I know. You told me that three years ago.”

YOU: “Check out my new article”
SOMEONE: “Just read it. Kinda like the article you did on the subject last year.”

YOU: “Come to my free seminar.”
SOMEONE: “Is it any different than the one you did last month?”

Your list is getting stale.

Sending the same offers and content to the same people can eventually reach a point of diminishing returns. The simple solution is to get your existing content and offers in front of some new people.

AKA, building your list.

When you do, the conversation will look something like this:

YOU: “Here’s what I do and how I can help you”
SOMEONE: “I need to talk to you” or, “I know someone who could use your help”

YOU: “Check out my new article”
SOMEONE: “Wow, I never knew this. Could I ask you a question?”

YOU: “Come to my free seminar”
SOMEONE: “What time does it start?”

Your existing list can be a rich source of repeat business and referrals. Never stop communicating with it. But new people, who don’t know what you do and have never heard what you have to say, provide you with a very profitable lake for you to fish in.

In fact, most of your “external” marketing should be designed to get new people to opt-in to your list. If you have new people signing up every day, you’ll never run out of fresh fish.

Build your list so you can make the phone ring

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“New arrivals” might be great prospects for your services

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For obvious reasons, many real estate agents target new arrivals in town, both homeowners and businesses. You might want to do the same.

When someone moves to your city, there’s a good chance they don’t yet have an attorney. If you are first attorney to “greet” them, when they are ready to hire an attorney, you’ll be first in line.

If you handle real estate, family law, estate planning, or immigration, or you represent small businesses, new arrivals are a natural target market.

One way to get your name in front of them to is to create a booklet, guide, or checklist specifically for them. Your guide might provide a list of names and contact information for vendors and government agencies they need to notify of their new address:

  • Banks, PayPal, credit card companies
  • DMV, registrar of voters, TSA Pre
  • Federal, state, local taxing authorities
  • Insurance: health, renters/homeowners, auto, etc.
  • Online retailers, subscriptions, home deliveries, shippers
  • WHOIS (domain names), hosting, email providers

A checklist like this, provided “compliments of” your firm, will make a favorable first impression and provide prospects with an easy way to contact you to get more information.

Make sure you include another offer in your guide, for a report related to your practice area, available for download at your website. This will help you build an email list so you can stay in touch with the new arrivals.

You can advertise your guide or mail it. You can also provide free copies to local merchants, especially real estate agents, moving companies, builders, decorators, and so on, who can provide them to their customers and clients.

New arrivals also need other services–insurance agents, an accountant, landscapers, painters, and so on. You can offset some (or all) of your printing costs by including small ads in your booklet from these local merchants and service providers. Your advertisers may pass out copies of your booklet to their customers and clients.

This is a simple idea that you could put together in a couple of hours. It could bring you a lot of new business. It will also allow you to meet other professionals and business owners in town, giving you an opportunity to show them how you can help them and their clients or customers.

Marketing is simple when you know the formula

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