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Solicitors Newsletters

I want to talk to you to you about a simple marketing method (and incredibly cost effective) that you should be using to cross sell your legal services. Would you like a steady stream of clients knocking on your door every single month without any advertising costs or expenses?

More Instructions With Very Little Effort?

As a solicitor (non-practising) you will not be surprised to hear that I market my business exactly as a solicitor should do. To market a solicitor's practice you need to prove your legal expertise to your clients and potential clients. To market my business as a legal marketing expert, I need to convince you, my potential clients, that I have legal marketing expertise. How should we both achieve this? There are three core methods that I use that should be used by every solicitor reading this.

1. Three Essential Marketing Tools You Must Use

The three essential tools you simply must use if you would like a constant stream of new business enquiries for your practice are:

• Client Newsletters
• Seminars
• Local Press and Radio

2. Client Newsletters

I will look at the remaining two items next month, but this month I want to concentrate on client newsletters.

3. Do They Work?

Yes, Yes and Yes! If you are reading this it should be proof enough. I send a monthly newsletter to prove my expertise to you as a leading legal marketing expert. You need to prove your expertise to your clients as a leading legal expert. What better way is there to do this than to keep in touch with your clients every single month with some very practical, easy to read, legal tips and advice?

4. Content?

The content of your newsletter must be written for your clients' benefit. You should not be trying to sell your services (this will happen automatically but not if that is all you are trying to achieve). The purpose of the newsletter should be to talk to your clients about issues that may effect them and to provide a summary of how they can protect their interests (of course using your skills). For instance, at the moment there are a number of topical issues which will appeal to all or some of your clients in one way, shape or form:

• Home Information Packs - what is the latest position for any of your clients thinking of selling?
• Enduring Powers Of Attorney - what do they do for your clients and how much longer can they make them before the position changes?
• Smoking Ban 1st July - what action must employers take to comply with their legal obligations?

5. How Does Educating Clients Sell Your Services?

Often solicitors are worried about giving away free advice. They ask me how I can afford to give away so much useful advice in my newsletters when, like solicitors, I make a living from selling my advice. However, I know that by giving away some of my knowledge, by proving my position as a leading legal marketing expert, the returns in the longterm will far outweigh any short term losses. It is the same for solicitors. Providing some free information on a monthly basis (yes that is the ideal although once a quarter is a good start) will bring you much more business in the longterm.

6. Reasons Why Newsletters Will Work For You

If you are still not sure that a newsletter will work for you, here is a summary of why it really will bring you in new business:

• It proves your expertise
• It allows you to prove your expertise across many areas of law. This is vital. Most clients on your database will have come to you with one legal issue and gone away when that matter has been dealt with. If they suddenly start hearing from you about many different legal issues they realise that you can help them in many different areas. It stops you having the phone call with your client where the client says "I did not know you offered that service" (yes I do know that happens an awful lot more than it should do).
• It allows you to send visitors to your website so that they can be reminded again of all of your services. If you email the newsletter, like I do, start each topic in the body of the email but allow the reader to click through to your website to finish reading the newsletter. This has a dual benefit in that if the article in question is not of interest to your reader they can skip down your email newsletter to the next article, and if it is you can measure how many people have clicked through to your article so you know you are not wasting your time (there is technology available to do this for you). In addition, by clicking through you have taken them onto your branded website. They have been reminded of your brand and have seen all of the services you offer on your website.
• It can be free! Emails cost nothing. Even if you professionally print the newsletter (recommended as not all clients will want the newsletter by email), the costs will be negligible against the profitable business that you will generate from the newsletter over a sustained period of time.

Use The System I Use For Your Legal Newsletters?

I use a fantastic piece of automated software to deliver my newsletter to my solicitor clients and prospects. It has so many benefits, but from my own experience of being a solicitor and marketing at the same time the biggest benefit is its ease of use. Once a person subscribes to your newsletter, or you enter the email addresses of existing clients, the software will send them your latest newsletter. To send a monthly newsletter will take you only the time it takes to copy and paste it into the system and click "Queue Now" and that is it, the system does the rest. With a 99% success in delivery it is an incredibly efficient system. It meets all of your data protection requirements and it works, that is why I use it. On top of all this they have real people that will answer any questions which these days is a rarety! AWEBER is the system, and you can have a free demonstration by filling in your details below:

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