Did you know, according to The Law School Tuition Bubble, lawyers throughout the United States are widely available? In the District of Columbia, for example, there are over 810 lawyers per 10,000 residents. That represents what can be considered a surplus of available legal services.
As the waters become ever more crowded with legal professionals, action needs to be taken to ensure you and your firm are a cut above the rest. Utilizing a newsletter lawyers can hope to demonstrate their successes and value to their clients. However, when sending out a newsletter lawyers should be aware that it can hurt them as well as help them. Here are three ways to make sure only the “help” part factors into the equation.
- Offer People Something
- Consider Going Digital
- Do Not Be a Blowhard or a Braggart
One of the keys to writing any successful piece of content is making sure it provides your target audience with value. As Bard Marketing writes, you have to focus on your readers’ expectations, their needs in order for them to appreciate your legal newsletter. Are you a firm that works with mostly auto injury clients? Tailor your content to those people. Do not talk about constitutional law issues when you should be focused on problems affecting personal injury victims.
Many firms are switching to digital for their newsletter lawyers produce. Why? Well, since most people are still using paper for their law firm newsletter, doing something different sets you apart from the pack. William Pfeifer of About.com writes that taking the time to tailor your lawyer newsletters to an increasingly digital audience, building in turn-page technology for example, is an innovative approach that will have you sticking out in clients’ minds.
Norman Clark of Lexis Nexis writes that by using a newsletter lawyers can gain access to a high ROI. However, when crafting a newsletter law firms have to be careful to walk the line between positive education and bragging. You must treat your newsletters just as you would any other form of public communication. Speak with dignity, respect, intelligence, but do not be afraid to give yourself a pat on the back if it is earned. The trick here is balance.
If you want your law team to stand out from the increasingly large crowds, think about your newsletter. Does it offer value and innovation? Is it positive without bragging? If not, rethink your strategy to take better advantage of this advertising medium.