You’ve started an email list or newsletter. How do you know your email marketing is working?
Well, you’re getting more clients. Year-to-year your numbers are growing. If you pay close attention, you realize that your growth is accompanied by less effort because frankly, writing emails is about as easy as marketing gets.
If you’re doing it right, you’re also hearing from subscribers who thank you for your emails. They like your tips and have benefited from them and shared them with others. They tell you that when your email arrives they read it first thing. They look forward to your emails because they know they contain valuable information, and even more, they are fun to read.
Note to self: make emails fun to read.
If you’re really doing it right, they tell you that you are the only lawyer they read, or that they only read a few lawyers’ emails and yours is definitely one of the few.
You also get questions they’d like you to answer. It’s called engagement. It’s also called giving people what they want, not what you think they want or need.
I know these things because I hear them from you. I appreciate your feedback and kind words. I also appreciate you for buying my products and hiring my services, and for sharing with me the results you are getting because of my advice. I also appreciate your telling other lawyers about me and my site.
All of these things come from or are greatly enhanced by my email marketing.
Now, how do you accomplish these things?
Frequency. Write as often as possible. Once a month is not often enough. Once a day isn’t too often.
Consistency. Whatever schedule you choose, stick to it.
Value. Give them information they can use. Tips, links, reviews, resources, ideas, examples, explanations, how-tos.
Entertainment. Make them smile, tell them stories that make them ask, “What happened next?”
Personal. Talk about the people in your life and the things that happen to them, and to you.
Relatable. Don’t talk about your BMW if your subscribers primarily drive Toyotas.
Original. Tell them things they don’t ordinarily hear from lawyers.
Surprising. Don’t be boring or predictable.
There, that’s not so difficult, is it? (See that, I asked you a question. That’s another thing you should do).
But don’t hide your wares. Don’t be shy about telling them to hire you or take the next step. Do it often. Every email isn’t too often.
They need to hear this. They expect it. And as long as you are also delivering value, they don’t mind it.
If you believe they need what you offer and will be better off by hiring you, you owe it to them to do whatever you can to help them get it. So tell them what to do, remind them why, and remind them what might happen if they don’t.
Your clients will be grateful that you helped them finally do what they knew they needed to do but didn’t. They’ll be glad they chose you because, through your emails, they believe they know, like, and trust you. They’ll be glad to know that if they don’t need you today, you’ll be there tomorrow when they do.
And you and your bankbook will be glad that they’re glad.
Email marketing will make your phone ring. Here’s how
