So, your website is up, you are blogging daily, and sending hard copy newsletters to your top referral sources and centers of influence clients … but your e-newsletter distribution list is a little on the thin side. Never fear, help is here.
Here are three essential elements to building a thriving e-newsletter distribution list (even a “Caveman Lawyer” could do it).
- Set a Goal
- Subscription Demographics (The Usual Suspects)
- Friends and Family
- Current Clients
- Newly Referred Prospects
- Workshop Attendees
- All Referral Sources
- Centers of Influence Clients
- Fellow Members of Chamber of Commerce and Civic Organizations
- Non-Competitive Attorneys
- Confirm and Comply with all relevant Lawyer Advertising Rules
Set a Goal:
What gets measured gets done. Period.
If you set a goal to increase your numbers per month, you're more likely to consistently grow your numbers. If you don't set a number, don't have a system to get your numbers up, then you're not doing all that you can to marketing your practice. Setting a goal to add 50 new prospects, clients and referral sources per month would increase your number by 600 in a year. So, what's your number?
The opportunities for you to exponentially expand your distribution list, beyond visitors to your website who subscribe themselves, is limited only by your relationships. Note: You never, ever should resort to a purchased list. Not only is it an ineffective waste of money, but you better…
Confirm and Comply with all relevant Lawyer Advertising Rules:
No one wants his or her name to appear in the back of the monthly bar journal, if you know what I mean. When it comes to Lawyer Advertising, follow the strictest interpretation of every jurisdiction in which you are admitted to practice. Bottom line: Don’t think great thoughts, just read the rules. Also, pick up the phone or fire off an email to your state disciplinary administrator if you need additional clarification after reading the rules.
One of the really nice aspects of the e-newsletter component is that it travels without a first class stamp. Think of each e-newsletter you distribute as a little seed that holds the promise of a really impressive yield in return. As a result, more seeds, more yield.
The payoff to having an expanding e-newsletter distribution list is huge. Not only are you maintaining top-of-mind awareness with the recipients, but it pulls them to your website to learn more.
Also, did you notice that your e-newsletter provides a convenient means for the recipients to forward your e-newsletter to others? I am routinely referred this way to the family members, friends, acquaintances and professional advisors of the recipients. Now, isn’t that synergy worth your time to build your own list?
Teaching Point: Each component of The ESSENTIAL Solution® is, well, essential. The ESSENTIAL Solution® is a comprehensive marketing system, tested and proven effective in my own law practice. We are here to help when you are ready to have an ever more profitable and enjoyable estate planning and/or elder law practice.
* A tip of the hat to Phil Hartman, “The Unfrozen Caveman Lawyer” of Saturday Night Live fame.