The Only Thing That Matters With Your Legal Email Newsletter Now…

Curtis Stigers. Do you remember him? Big American ballad/pop singer from the 90s. Well, he was actually quite little, but he had a big voice. One of his biggest hits was “You’re all that matters to me”.

The Only Thing That Matters With Your Legal Email Newsletter Now

I went to see him in concert once. He was hilarious. He ran around the stage like a lunatic and every so often would run up a set of stairs and jump off them. It was like watching a parrot do tricks!

I digress.

Back to the title of this email and the reference to Curtis, there is only one thing that matters now.

Send your email marketing newsletter CONSISTENTLY.

This really is ‘the only thing that matters’. If you have gone to the trouble of setting up your database and adding clients and prospects to it, unless you consistently communicate with them now it will all have been a complete waste of time.

All marketing needs consistency, but this is especially true when it comes to email marketing.

Unless your email hits your clients’ inbox (inboxes, inbiii, amo, amas, amat..?) each and every month you cannot expect to see your referrals and recommendations rise.

It simply won’t happen.

I suggest monthly as a bare minimum for solicitors. You could do fortnightly, but I am a realist and I would rather you do something than nothing, so I am happy with monthly, and I know it works in terms of keeping your firm name in your prospects minds.

You need to set a day, date, or time of month that your newsletter will go out from you.

You then need to treat that date like a conveyancing completion date, a court hearing date or whatever legal reference floats your boat. Don’t just say “it would be nice to send it around this time of the month”, but instead set that date in stone.

Unless you treat this as if it is the most important legal deadline, I know that you will let it slide. Something else will call upon your valuable time, so you will do ‘that email’ next week. Then a week will pass, then a month and before you know it you aren’t sending an email newsletter.

Don’t give me the ridiculous comment that I hear every so often “I am just waiting until I have something interesting to say”. If you have said that before you are simply making excuses. The law impacts every one of us in a hundred different ways every single day. There is always something to be said, and as I advise you to outsource your copywriting this really shouldn’t be your problem to worry about.

I suggest you actually delegate the sending of your monthly email to your PA or a senior secretary and advise her that you will dock her wages by 10% for every day after the deadline that the email is not sent.

If you are serious about growing your law firm, this is important. You need to treat it as such.

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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.