I talked to a lawyer yesterday who told me looks forward to reading my emails every day. I hear that a lot.
There’s a lesson in this.
When you deliver value–information, ideas, stories, tips–you can email your list often. Even daily.
Your readers will look forward to getting your emails and they will read them.
The ones who don’t, the ones who either don’t read your email or unsubscribe from you list, would probably never hire you anyway and you can safely let them go.
The ones who like your emails:
- Know you. They know your name and what you do.
- Like you. They like hearing your “voice” and reading your advice and stories.
- Trust you. They see that you are consistent, dependable. They see that you are continually solving legal problems for other clients and believe you could do the same for them.
So. . .
- When they need your services, they’ll almost always call you instead of any other lawyer
- When they know someone who needs your services, they’ll refer them to you instead of any other lawyer
- When you ask them to “Like” your page, share your article, or invite their friends and contacts to register for your seminar, there’s a good chance they will
Compare this to lawyers who don’t have a list. They have no way to stay in touch with prospective clients so none of the above can occur.
And compare this to lawyers who do have a list but either don’t send value or don’t email often enough:
- When they do email, it goes into spam or is not recognized, so it is not opened and read
- Or, it’s been so long since they have heard from the lawyer, they don’t really know, like, and trust him, and thus, won’t hire him (or refer)
- Or, the email is opened and read but it’s been so long since they heard from the lawyer, they’ve already hired someone
You don’t have to mail every day. Once a week is fine. But do mail often and do deliver value.
Your emails can be short and sweet. A tip, a quick story, a reminder. If you write an article or blog post, send that. If you find an interesting article or video on someone else’s site, send them a link. If you have an interesting case or client, tell them about it.
Email marketing for lawyers is simple. Build a list and build a relationship with the people on that list.
You know you’re doing it right when your subscribers tell you they look forward to getting your emails.
Want to know how to build a list and what to send them? This shows you what to do.
