If A Financial Planner Can Make Email Marketing Fantastic, Solicitors Can Too

One of the biggest objections I am hearing about starting your email marketing is the ‘impossibility’ of making your emails fun, exciting or even worthy of being read.

I want to stimulate you to take this further, so I have a great example of email marketing for what is easily seen as as ‘dry’ a topic as legal news, but which is made relevant and informative with some personality thrown in.

Phil O’Connor is a chartered financial planner who specialises in financial and pension advice particularly when involved with a divorce. That is really quite a small niche, is it not?If A Financial Planner Can Make Email Marketing Fantastic, Solicitors Can Too

However, he has used email marketing very effectively to develop a relationship with his solicitors and also his clients.

Here is one of his recent emails which I wanted to show you how sometimes you do not even need to talk about what you do to keep dialogue open with your future clients and referral partners.

Here is the email:

Bemused by my Stepson

It has been car wars again in our house this week and this time Gill and I have lost the battle.
My stepson, Lewis has just purchased a new car on finance after threatening to do it about three times in the last month.

The insurance alone is going to be £1,700 per annum!

He is an apprentice electrician, 19, and invincible!

What surprises me most is that he was able to get the finance in the first place but as we all know it is easier to get finance than it is to save into an ISA.

It is a long way away from my first car purchase – a Toyota Corolla Liftback in gold that cost £400.
Yes, it was a dreadful as it sounds but it was mine; i.e. all mine.

And before I owned it, I borrowed my dad’s car, which wasn’t the same thing, freedom wise.

Lewis has a car already fully paid for by us; a lovely Ford Fiesta, but it would seem currently that the right car/ watch/ trainers is all that matters.

Of course, the thing he doesn’t understand is that we subsidise his life.

Yes, he pays rent to us, but it isn’t close to a market rate and Gill makes him his lunch every day so frankly, he gets this money back and then some.

Having spent most of my adult life building up savings, paying down debt, investing etc I struggle to understand why he would be in such a rush to get into debt especially when he has all he needs already.

Of course, I understand I am not 19 and when I was, I was at university a million years ago with different aims and goals and in fairness I did get into debt funding my lifestyle.

Hopefully this won’t end up being a painful lesson for him and on one level I do admire his determination, but I cannot wait for him to start looking at some big goals – first business, house, wedding etc – and realising that something must give.

There is an upside. Less disposable income will mean he’ll go out less, surely?

But despite the upside, I must admit this week I am bemused.
Any advice most welcome!


I think you will agree that the content is engaging but whilst there are references to finances it isn’t about what he does. Some weeks his emails are far more focused on his profession, of course, but the point I wanted to make is that your email communications don’t always have to be the legal service that you provide. Sharing a bit of your personal story helps greatly to build a relationship with your email audience.

If you would like some more inspiration from Phil (or if you need a really good financial planner to help your clients on divorce) you can sign up to receive his weekly emails here: https://og113-c6039b.pages.infusionsoft.net/ (you will be given the opportunity to unsubscribe in every email you receive from him, as you should be to be GDPR compliant).

There is still time to get set up before we move on to cover GDPR, growing your email list, how to write the content and everything else you need to know to make email marketing successful. Here is Step 1:

Step 1.

Sign up for the software that I recommend and use at www.aweber.com/?298718, email me to confirm you are on board and I will send you the Complete Set Up & Marketing Guide so that you can be up and running as quickly as possible (no more than 15-20 minutes to finally have your email marketing database up and running).

If you want to discover all you need to know about email marketing for solicitors, including GDPR, growing your email list, how to write the content and much more, simply click the button below to download my complete guide to email marketing for solicitors:

The Complete Email Marketing Guide For Solicitors – Click Here: >>

Case Study

“We’re busier and more profitable than ever before, but we’re also having more fun too.”

I came across Nick and Samson Consulting back when I was employed and looking for help to grow my caseload.

Unsurprisingly I found him on Google (he definitely has a knack for that platform!), while looking for a legal marketing expert, and ended up joining his Marketing4Solicitors group, learning from afar for several years.

His advice was smart, sound and – most importantly – it worked.

And that’s why when I came to start my own firm up three years ago, I pretty quickly ended up giving Nick a call and started working with him.

I had used another company to help me with some online marketing before that, and to be honest – it was an absolute disaster, costing huge amounts of money and not really delivering any tangible results.

I hoped that wouldn’t be the case with Nick, and I was right.

I brought him right into the business, getting him involved top to bottom, and I can honestly say that it’s the best thing I’ve ever done.

His guidance quickly starting paying dividends, as he coached and mentored me on how to generate more interest and achieve more client instructions, as well as generally how to structure the firm in a way that was the most profitable and productive.

Three years in, and I’m over the moon with the impact that Nick has had on my business.

We’ve got a clear focus and a direction, we know why we do what we do, and most of importantly at all, we’re more successful.

We’re busier and more profitable than ever before, but we’re also having more fun too.

That’s one of the best things about working with Nick – the fact that the advice and guidance he gives is so holistic.

It’s not just about making money, although he has had a huge impact on that for us, but it’s also about helping me to enjoy my life, and growing my firm in a way that means that I have more money in the bank, but more time to enjoy life with my family too.

I guess that’s what makes him so different to others out there – he really does have my best interests at heart and I trust him implicitly.

It’s hard for me to convey just how good Nick is at what he does – before I started working with him, I thought I was pretty good with PR and marketing, but the truth is that in comparison to Nick, I really don’t know anything.

Nick really is a very, very smart guy, and when it comes to running a profitable legal firm, I think there are very few people who could touch him.

And that’s why I’m glad he’s on my team, and that isn’t just hyperbole – he really is a part of my team: any significant business decision I make is run by him first, because I know he’ll give me useful, tangible and practical advice that’ll result in the best outcome for me and the people I care about.

Before working with Nick, I felt like I was on my own, and the future of the firm was on my shoulders; to be honest it was quite a weight.

But now, I’m relaxed about the future, because I know that I’ve got Nick in my corner, one of the smartest marketing minds I’ve ever come across, and a truly honest good guy to boot.

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