Just this week I've spoken to two or three attorneys that have picked up new cases from recent mailings of their newsletter.
For maximum effectiveness, a newsletter should:
- be sent consistently (monthly is ideal, once every two months is very good).
- be interesting - no one wants to read a bunch of legalese.
- include lots of useful, relevant information for the reader.
- include a call-to-action.
- be full-color.
- be mailed first class.
- include pictures.
- be printed professionally.
Marketing expert Dan Kennedy has stated that business professionals who don't consistently send out a newsletter are crazy, and I tend to agree with him.
The best part about producing a newsletter (aside from the increased business you'll enjoy) is that you don't have to do it alone. There are many companies out there that can help you develop an attractive, professional newsletter, including some that specialize in newsletters for attorneys to send to their current and former clients as well as their prospects.
One excellent option for lawyer newsletters is the company Top Practices, which has partnered with Great Legal Marketing to produce a monthly newsletter that attorneys can easily customize and have mailed out.
