I talk with dozens of small to mid-sized law firm members and small business owners every week. Many of them are almost paralyzed by the daunting task of making the next move for marketing their business. Whether the challenge is choosing the best tool that’s cost effective or just getting started, I can certainly relate to the anxiety.
Providing educational information sources to your existing clients, prospects and referral sources is one of the best ways to initiate and cultivate relationships. However, calling 500 contacts on the phone every month just isn’t going to happen.
My suggestion is to start small, develop a plan of action, and build as their business develops, assuring that their return on investment is going to stay strong. Newsletters are a terrific initial move toward a strong R.O.I. in the web 3.0 world of marketing.
The newsletters I’ve written for Karasma Media helped keep my audience interested through a relocation from New York to Phoenix, so needless to say, I’m a big proponent. (Thank you for sticking with me if you’re an old friend, and Welcome if you’re a new one!)
Whether you outsource the writing and distribution of your newsletter, or take it on yourself, the value of a newsletter’s outreach is immense. Particularly if your primary focus is business-to-business.
1. Illustrate Value. Your readers won’t want to stay connected to you if you don’t provide them with something new and intriguing that entices them to stay “tuned in”. Ideally, you want them to feel that as if they’re going to miss out on something important if they don’t read what you have to offer.
2. K.I.S. — Keep it simple! A newsletter that garners attention isn’t a dissertation. You want to keep it focused on one focused area of interest that’s easy for your readers to understand
3. Make it Compelling. The last thing you want to do is bore your reader and have them delete your news. The good news is, there is an abundance of boring, dry newsletters out in the world, all trying to sound intellectually important. Simple concepts like real, down-to-earth information and interesting graphics go a long way. Business relationships not withstanding, your personality, sense of humor and “keep-it-real” perspectives, will entice people to interact with you.
4. Authenticity is King. You newsletter is an outreach of your company’s spirit and vitality. I’ve worked with attorneys from a variety of practice areas and businesses from a wide variety of industries. Each has it’s own cadence, mannerisms and sense of humor. Your newsletter is a great way to encapsulate who you are and what you can do for your clients.
Kara works with legal marketers and small to mid-size businesses to create a more clearly defined focus and distinctive business strategy that will provide them with a competitive advantage for new business, higher reputation recognition, and enhance their ability to attract, win & retain the clients they really want.