Direct mail is alive and well, especially for estate planning and Elder Law firms. In certain regions, direct mail has never gone away. In others, the move to digital marketing has pushed direct mail out of the picture. But if everyone in your community has gone strictly digital, a hard copy newsletter or a personalized letter will really stand out.
Newsletters perform on a number of different levels. Newsletters help to establish you as a credible and authoritative source, by providing informative and intelligent discussions of issues concerning your target market. They also remind people that you exist. Yes, you have to remind them.
Estate planning is at the center of your day-to-day work world, but for clients, it’s a task, and not one that they particularly look forward to. You know from experience that most people would rather postpone their appointment. By sending a newsletter on a regular basis—quarterly works—you remind people of your existence.
See if this sounds familiar: your office means to send out a newsletter by direct mail to prospects and clients, but you get busy, and before you know it, one month has slipped away, and then another. When you finally do return to the task and the newsletter is sent out, clients and prospects call to say “I’ve been worried about this problem and your newsletter arrived just at the right time.” We hear about this happening more frequently than you’d expect.
Make it personal for more impact. Using the E2-CRM, your direct mail can be extremely personal. Group recipients by age, stage of life, family dynamics (if you are aware of any relevant issues) or zip code and create a letter that references that unifying factor.
Birthday cards are back, in a big way. Walk into any big retail store and you’ll find numerous aisles dedicated to greeting cards, some with microchips that play songs on opening or lots of glitter and feathers. If your office sends birthday cards, and we think it’s a nice touch, be mindful of bulk cards that look inexpensive—they’ll send the wrong message.
Condolence cards are part of the estate planning and Elder Law practice area. They are also the source of some gaffes. For one thing, don’t send an inexpensive card. If you purchase cards in bulk, buy quality. The card should be signed by hand by the attorney who worked with the individual or the couple. And in the “we can’t make this up” department – do not enclose a business card. It may seem like a very practical and helpful gesture, especially if this is the second spouse to pass and you’re not sure if the adult children know who you are. Develop a relationship with the adult children before their parents pass away.