"Whom do you want to reach and why?" Those are the first questions to answer in the decision to produce a firm newsletter, according to Milton W. Zwicker and Wells H. Anderson in their article, "Attract New Clients with Effective E-Newsletters."
Besides determining the newsletter’s purpose and audience, Zwicker and Anderson also suggest other planning, such as deciding on the frequency of production and design. "Consistency is more important than frequency. Choose a time frame for publication that you can regularly meet." In regard to design decisions, the authors suggest taking into consideration such factors as cost, firm’s identity and format.
Zwicker and Anderson emphasize the need to write well. "The most effective newsletters transform legal and judicial language into understandable and engaging copy that is easy to read. Ask several people, some inside and some outside your firm, to review the style of your initial efforts," they suggest.
"Attract New Clients…" is part of the December 2007 issue of GPSOLO magazine, which is found here. Each month’s issue of the publication features articles on such issues as technology, client services and marketing, as well as regular columns.
Don’t have time or an inclination to design and write your own newsletter? The ABA Division for Public Education features a newsletter titled, YourLaw, which is available via subscription. The four-page communication covers major areas of law, including real property, business, estate planning and consumer issues. To learn more or to view sample back issues, click here.
