Comes this question from a subscriber: “Do you notice you sell more courses by emailing every day? Just curious how effective it is.”

The answer is, “Yes, of course. That’s the point.”

It’s why I do it and why I suggest you do it, too.

You don’t have to mail every day, but the more often you do, the more products or services you will sell.

Provided you write something your subscribers want to read, meaning something they can use or something they find interesting.

I write for attorneys who want to earn more and work less. So, I write about that. If you’re interested in those subjects, and you like the way I write, you read my emails–because you want to.

The more people read your emails, the more they come to know, like and trust you. They see that you understand them and know what they want, and you develop a relationship with them, which leads to more clients or sales.

Those clients or sales come from your subscribers, from the people they refer, and from the traffic they send to your website. Because, when you write something helpful or interesting, people share it. The more you write, the more they share.

Start with once a week. Do more, if and when you want to, but don’t do less. Your competition writes once or twice a month, or once in awhile, and are soon forgotten.

When you write infrequently, people forget who you are or that they subscribed to your newsletter, and off you go to their spam file.

When they see your name in their inbox on a regular basis, however, they know who you are. Even if they don’t read everything you write, if and when they need your services, or have a referral, they know where to find you.

Okay, I have time for one more question. . yes, the guy in the back row who desperately needs a haircut . .

“If you write too often, don’t people un-subscribe?”

Sure. For a lot of reasons. But they un-subscribe for a lot of reasons even when you don’t write often.

Don’t worry about the ones who don’t stick or don’t hire you. Write for the ones who do.

I don’t have a massive email list. And a lot of my subscribers come and go. It doesn’t matter, because the ones who come and stay are the ones who buy and refer.

I get most of my business through email. You could, too.If you want to know how, sign up for my Email Marketing for Attorneys course.

At the end of my emails, after I “sign” my name, you won’t find anything more than a link to my website.

No social media links, logos, or images. No list of my credentials, disclaimers, or anything else.

This is true for both my newsletter and personal email.

Why do I do this?

One reason: I don’t want to look like everyone else.

When everything is pretty, you stand out by being ugly. When everyone’s email looks like an ad, a magazine article, or a web page, you stand out by looking like someone who banged out some words (to a friend) and clicked send.

I don’t want to look like I’m trying to impress anyone, or pushing products or services like a carnival barker.

That doesn’t mean I don’t promote anything. I do that in almost every email. But unless I’m writing a full-on sales pitch, my promotional efforts lean more towards “informing” or “recommending” rather than selling.

Email is a medium of personal communication. Even if it is sent to thousands, it’s just the two of us spillin some tea.

If you like what you read, if you’re interested in learning more, you can follow the link to my website, or follow the second link I provide to the applicable sales page, and see what it’s all about.

Like this: If you want to learn more about using email to build your practice, check out my email marketing for attorneys course.

I’ve seen a lot of attorney’s newsletters. Some provide excellent content. Many don’t.

Some are interesting and are well-written. Many aren’t.

Some reflect the personality of the writer. Most don’t. Especially the “store-bought” (canned) newsletters.

Some are written in html and look “pretty”. Some (like mine) are plain text and look ugly as hell.

But despite these differences, most of these newsletters share one trait that makes it much less likely anyone will read them: they’re too long.

They have too much information, too many links, too many calls-to-action. They ask you to read too much and do too much and most people who get these missives do none-of-the-above.

Most people (even now) are busy. They don’t have time to read a long newsletter, even if they’re interested in the subject(s). What do they do? The same thing you and I do when we don’t have time to read something, we save it for later (which almost never arrives) or we delete the sucker.

Yes, there is value in having people see that you wrote them, even if they don’t open the email. They see your name and are reminded that you’re still around. When and if they need your services, they’ll go find one of your archived emails and read it.

(So don’t stop emailing.)

But, let’s face it, having people read your newsletter is a ‘ho lot better. They get to know you and trust you and feel a kinship with you. They get to hear about how you’ve helped other clients. They find out about other matters you handle.

All of which results in more clients for you.

So, if you want people to read your emails, keep ’em short. Short enough that they can read them in a minute or two.

Like this one.

Want to know how to write emails that get read (and acted upon)? Get my Email Marketing for Attorneys video course.