Law Firm Newsletters
Frequently Asked Questions
What is the best way to regularly communicate with clients?
The answer is newsletters, and today that means electronic newsletters. Sending newsletters electronically is both efficient and cost effective. You have the advantage of the receiver being able to on forward it to others and therefore benefit by being able to leverage off those in your contact database.
Who should receive your newsletters?
You should build your database so it contains as many clients and potential referrers as possible. You should take active steps to build on its current size on an ongoing basis.
Why is marketing using newsletters so successful?
Even if you are doing the best possible legal work for your clients, providing legal services can be an ad hoc process and it may be difficult to develop lasting relationships. Clients may forget you if you don’t keep in contact with them, they may not remember you or all the work areas your firm does, the name of the firm, its location and so on. Every lawyer can relate to stories where clients have instructed others to do work you could have done because they didn’t remember you or what work you do.
How do newsletters enhance my relationship with my clients?
As a trusted adviser, you are keeping your clients informed about the law and for that you will be remembered and appreciated.
What style should your newsletter take?
Your clients just want to know what they need to know that’s new, or to be reminded about. If the client thinks you are ‘talking over their heads’ they may think you are being deliberately arrogant. Our articles try to demystify the law so it is meaningful.
What is the style of the articles?
They provide practical help on topics that your clients will find interesting and current. This shows you are able to communicate in a way that is easily understood.
How will the articles look?
The articles set out in the newsletter are visually appealing and contain relevant photos or images. The style will reflect the image you want to project about the firm. You don’t want that to be dated, old fashioned or behind-the-times.
Who should be the sender named in the newsletter emails?
The firm’s newsletters should be sent from a senior person within the firm, or if there are a number of partners perhaps ‘[email protected]’ rather than a junior employee or a sterile email address such as ‘[email protected]’ or ‘[email protected]’.
Can newsletters help me in other ways?
Smart law firms promote other activities they are involved in via their newsletters. For example the firm might be running a seminar on a particular issue, for example Family Law, and so it is sensible to let your clients know if such an event is upcoming- they might want to come or tell their friends. You may be offering a ‘special’ on say Powers of Attorney and can let all your clients know by telling them in your newsletter.
Can I promote my website via the newsletter?
Why should your law firm send newsletters to clients?
Basically, the more you put in the more you will reap.
How often should newsletters be sent?
What should the newsletter articles be about?
In future posts we will delve into the types of articles you can write and why your clients will appreciate receiving them.
Why doesn’t every law firm send newsletters out regularly?
Some firms do nothing and hope the work comes in and doesn’t get referred to your competitors.
What should you include in a newsletter article?
Mum’s and dad’s clients are not experts at legal matters and don’t want to be. They just want to know the short answers to simple issues that they want to know about – issues you may think are a little bit boring. More sophisticated clients need to have the articles pitched at a level that works for them.
How often should you send your newsletter?
Sending newsletters out regularly is like commencing and continuing a ‘conversation with your clients’. You should send newsletters regularly and consistently to your clients with a mix of content directly relevant to the work you do or are seeking to do. You can actually sculpt the firm you want with article and subject matter selection.
How do you tell clients what you do and who you are?
Even good clients don’t know all of your areas of practice or who your key people are. If you don’t keep on reminding them they will forget or simply won’t know and you will miss the chance of doing that work.
What sort of news should I include in my newsletter?
The exception to this is an article about a milestone or event that reflects on a person or the firm. Celebrate the milestones and community involvement. Let clients discover and learn about the firms DNA, its values and it’s role or beliefs in say the local community or for its staff.
How do you get a contact database ready for newsletter marketing?
Don’t be worried if your database needs maintenance or a clean-up. Although you should delete people who have died or have left for overseas permanently.
When is the best time to start my newsletter program?
What about sending newsletters by snail mail?
You never know who is tearing the newsletters up and who is deeply interested in the different articles or offerings. Apart from the postage, the time taken by solicitors to draft the articles is significant.
Are newsletters cost effective?
How do you measure the results?
Will the newsletter look like it is sent from me or Lift Legal?
Do I get to read and approve all the articles in advance?
Can I suggest article topics or even write one/some?
Can we add to our contact database once we have started?
What feedback do I get after the newsletter is sent?
What if someone doesn't want to receive any future editions?
What do I say to my Partner who hates newsletters via email?
Our statistics from firms all around Australia suggests that only a very very small portion of your contact list will opt out. He/she may fall into that small percentage. Your competitors are the only beneficiaries if you are not communicating with your clients on a regular and ongoing basis. If your partner is against newsletters contact us as we have some compelling material we can send to you that you may want to share with him/her.