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Market Your Law Practice With Effective Newsletters

As you know, it’s important for you to keep in touch with past and prospective clients in order to market your practice. After all, you want the people in your network to think of your name first when they need someone to represent them. There are many ways to do that. In addition to the usual in person meet-ups, you can connect with the people in your network on LinkedIn, follow them on Facebook, and interact with them on Twitter. However, you want to cast as wide a net as possible. After all, you probably aren’t connected with all of your potential clients via social networking services. Newsletters are another great way to connect. And with the holidays and new year approaching, now is a great time to create a newsletter to promote your practice.

MailChimp provides a popular and easy to use tool for composing attractive and effective newsletter. They provide templates for formatting and designing your newsletter and they make it easy to add headers and footers. They also provide analytics to track the effectiveness of your campaign so that you can see how many people opened your newsletter and (if you included links) what they clicked on after they opened it. They offer a number of plans, but you’ll probably want to start with a free account which has a limit of 12,000 emails a month.

Of course, once you’ve figured out how you’re going to send your newsletter, you have to figure out what to say and how to say it. Your main goal should be to create something people will want to read. Here are three tips for drafting an effective newsletter to promote your law practice:

Don’t go overboard with the self promotion

You’d be wise to make sure your newsletter doesn’t feel or sound like a sales pitch. You probably don’t like reading advertisements (a.k.a. spam) that show up in your inbox and neither will the people who receive your newsletter. Make it worth their while to read your newsletter by providing information that your readers will find interesting and/or engaging. Instead of simply telling them about that great result you achieved, mention your victory in the context of a review of the area of law or the relevant industry.

This is a great time to promote your firm’s blog if you have one. Include brief summaries and links to a few of your most popular blog posts. It provides easy content for your newsletter and will help further the goal of your blog: establishing your expertise in a particular legal field.

Keep it easy to read

Let’s be honest, very few people like reading legal writing. If you don’t believe me, ask a non-lawyer friend or family member to read one of your motions and watch their eyes glaze over in boredom. In fact, most legal writing is repetitive, dense, and heavy in legal jargon. Your newsletter is not a submission you are presenting to a court so don’t write it as if it were. Ditch the legalese and keep your writing simple, fun, and easy-to-read.

Include an invitation

Make sure that it’s easy for the people who receive your newsletter to contact you. Include your address, phone number, the url for your website/blog, and your email address prominently somewhere in the newsletter. Additionally, include an invitation to contact you or your firm for additional information.

A newsletter shouldn’t be the only tool in your marketing kit, but it’s an easy way to remind your network that you’re out there and ready to help them with their legal issues. It can be as straightforward as wishing them the best in the new year, updating them on the latest events in your practice, or sharing recent changes in the law. What’s most important is that they see your name, the name of your practice, and an invitation to connect with you and your practice.

Have you sent newsletter as part of your practice? Let us know what has worked for you and what hasn’t worked in the comment’s section.

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