Use newsletters to build client relationships as a way to keep in touch with contacts you meet. There are a variety of opinions as to how often you should contact your attorney clients and prospects. Once a week? Twice a week? Once a month? Right now when we are all feeling so vulnerable because of the corona virus, a caring connection is even more vital.
It is vital to building a trusting relationship with your clients, but how often is too often? Consider a monthly newsletter.
Consider the following scenarios:
You can probably think of a couple of people (family, old friends) that you only hear from them about once a year (holiday cards). It is great to hear from them, however once a year communication really does not keep you up to date on their family news.
Consider a college friend or roommate that lives out of state and the only time you hear from them is when they are upset or venting about the drama going on in their life. While they keep in touch more often than a yearly holiday card, they tend to reach out to you when they need something from you, not because they care about what is going on with you.
Finally, how about the mother of a college student who moves out from home for the first time. The mother will call and text her daughter frequently, just to touch base with her daughter. ‘How was class?’ ‘Do you like your roommate?’ ‘Are you ready for me to visit yet?’
Now, relate these real-life scenarios to a business situation.
LNC who don’t communicate with their past contacts more than once or twice a year cannot build a relationship. Don’t risk losing that connection you made at a past event, business gatherings or groups or other points of contact.
Your clients and prospects will not recognize your name if you use social media accounts to promote your services every once in a while.
Should you choose to use a strategy of contacting potential clients several times a week, I bet you will find the potential client gets annoyed and totally disengages without really knowing you.
The point is that you need to know how often you should interact with them to build a relationship, so they keep you on their radar.
A great way to communicate with your contacts is to have a monthly newsletter. Let’s explore the kind of content your newsletter should contain.
Check The Competition
You need to know what your competitors provide for their subscribers as they use newsletters to build client relationships.
To avoid frustration, don’t search using the word “newsletter”. I have discovered that this yields the top sites about how to write newsletters. Instead, choose the words that describe a subject. For example, I would search for “legal nurse consultant newsletter”
I look at those sites and, when they have newsletters, I subscribe. I also look on the site to see if I can read past newsletters. (Posting these on a web site is a good way to repurpose your work and provide web site content.) I get a feel for the kinds of subjects they cover.
If these sites also have blogs, I check them out, too, paying special attention to comments. These can sometimes give a unique perspective on what would-be readers want to know.
While you’re doing this investigative work, be sure to have a computer file open. You will want to note what themes recur in these newsletters. You’ll also want to record any ideas you get from reading them.
Also, see how often other sites send out newsletters. While the subject of frequency is a topic in itself, I am more and more reading that readers’ greatest complaint is feeling bombarded with messages, including newsletters. Cultivate the practice of “less is more.” It can be hard work to grow a newsletter email list and all too easy to shrink it.
Your Subject Line is Crucial
Remember that only a portion will show up in the reader’s inbox. Make those first few words count.
The attractiveness of those words will determine whether or not the subscriber will open your newsletter when it arrives in their inbox. “August Newsletter” will entice no one. On the other hand, the word “Free” may activate spam filters.
“Get Your Medical Records Questions Answered,” “Mistake-Proof Medical Malpractice Screening,” “A New Back Pain Breakthrough,” “When the Expert Witness Is Not On Your Side,” or any subject line that describes one aspect of the content in a way that makes people want to click on it can work. By sending newsletters with different titles to different sections of your list, you can learn what works.
A Suggested Format
Begin with a brief introduction. “Thank you for subscribing to the (Name of Newsletter). I appreciate your comments and respond to them.”
You might follow with a summary of what’s in this issue. Some people like to have a brief table of contents. You can make this clickable.
Following that, you have a number of choices.
- Brief news items pertaining to your industry or business may interest readers.
- Announcements of upcoming teleseminars, podcasts, and any other events you’d like your subscribers to attend.
- Any books or other publications you want to promote.
- Any professional honors you’ve received.
If you have any special offers for your subscribers, you will want to showcase them in your newsletter. You can also mention in your blog that subscribing to your newsletter provides such benefits. This is a primary way in which your blog can drive subscriptions to your newsletter.
You may also want to have a longer article, which could be a case study about how you helped an attorney win a case. This longer piece should highlight in an organic way the services you offer.
Always make information about how to unsubscribe, with a clickable link, highly visible. Having to search for this kind of information is one of the biggest complaints readers make. You might believe you don’t care what they think since they’re unsubscribing, but sometimes you can offer them an alternative.
If you use your mailing list for both newsletters and special announcements, your unsubscribe page could offer a newsletter-only option or a special announcements option. Providing these choices has worked for a number of newsletters.
Above all, look at every aspect of your newsletter with a reader’s eye. Would you want to read this? If not, you have some more work to do. Carefully use newsletters to build client relationships.
Your newsletter is a primary point of contact with your readers and hopefully future customers or clients. Keep them engaged.
Pat Iyer is president of The Pat Iyer Group, which develops resources to assist LNCs obtain more clients, make more money and achieve their business goals and dreams.
Pat started her first newsletter for her LNC business in the 1990s and continued it for decades.
Pat’s related websites include the LNC business coaching services she offers through LNCAcademy.com, the continuing education provided on LNCEU.com, the podcasts broadcast at podcast.legalnursebusiness.com, and writing tips supplied at patiyer.com.
Get all of Pat’s content in one place by downloading the mobile app, Biz Edu at www.legalnursebusiness.com/bizedu. Watch videos, listen to podcasts, read blogs, watch online courses and training and more.