We remember back to the time when law firm newsletters were delivered by fax. At the time, it was revolutionary. Today newsletters still play a significant role in estate planning and Elder Law firm marketing, whether they are hard copy or eNewsletters, because they work on several levels.
Demonstrate thought leadership. A law firm newsletter shows that you are up on the latest developments in estate planning and Elder Law. It also shows clients and prospects that you are watching out for them. Remember that a big obstacle for clients is deciding whether or not they can trust you. An attorney who makes the effort to stay out in front of news indicates a higher level of commitment to their clients.
Demonstrating authority and credibility. If you are on a committee, whether it’s the local bar or a respected national organization in estate planning or Elder Law, and you are involved in creating legislation or impacting public policy, your authority in the field takes a quantum leap above and beyond competing law firms.
For one thing, clients and prospects think you must really know your stuff if you are involved at that level. And let’s not overlook the “celebrity” appeal of working with the attorney who shows up in the newspapers, legal publications or even on legislative documents. We all like to feel like we have the inside track; having an attorney who is publically recognized for his or her work is like having Martha Stewart catering your dinner party.
Regular communications build loyalty. The key concept here is “regular.” If clients see an email from you once a year or twice a year, with no particular rhyme or reason for the arrival date of the newsletter, you are missing an opportunity. If your email newsletters arrive with timeliness—when Medicare enrollment opens, for instance—then you are providing a service. If your newsletter shows up around the time that they are thinking about making contributions to charity for the tax year, again, you’ve provided another useful service.
Overcome inertia. While estate planning is central to your activities, for most people it feels like a burdensome task. That's what your practice and every estate planning practice out there battles every day. To overcome the inertia of your prospects and clients, you have to be the one that starts the ball rolling. A newsletter is a way for you to provide good information and reminds readers that this is still an outstanding task, in a helpful and thoughtful manner.