Spotlight Branding - November 2019

DON’T DISMISS THE EMAIL NEWSLETTER IT’S MORE POWERFUL THAN YOU THINK

When we pitch email newsletters to our clients, we’re often met with the verbal equivalent of an eye roll. You know the arguments: “Nobody wants

another email in their inbox,” “No one is going to read my email newsletter,” and “I hate getting email newsletters — when I do, I put them in the trash or mark them as spam, and my clients are going to do that, too!” That attitude is unfortunate because we know for a fact that when law firms send their clients an email each month, they inevitably generate more referrals. Why? Because none of us have enough time to personally stay in touch with everyone on our contact list. Sure, you might make space in your schedule to meet with key referral sources or colleagues, but there’s no way you can stay in touch with everyone you’ve met in the last 15 years. Now, imagine you could maintain those relationships. How is it possible they wouldn’t lead to at least a few more referrals? Email isn’t the only way to stay in touch with your contacts, but it’s the first step. Even if only 20% of the people you send to open your email, you’ll be reaching many more than you could personally.

And don’t forget — even the people who don’t open your newsletter still see it, keeping your firm’s name top of mind. We’ve had leads call us who have gotten our email newsletter for years and rarely opened it. Still, when it’s time to do business, they call. An email newsletter can also boost your networking abilities. Imagine how good it would feel to plug the emails off a fist full of business cards into your mailing list instead of tossing the cards on your desk. One of our clients took this to the extreme when he sat next to a guy on an airplane and they exchanged cards. A year later, that same guy called him up. He’d gotten our client’s newsletter for the last year and needed some legal work done — to the tune of thousands of dollars. If you want to cash in on an email newsletter today, call Spotlight Branding at 800-406-7229. We have a full-service solution that will keep your brand top of mind.

FEATURED EPISODE THE VERY BEST EPISODES OF THE LAW FIRM MARKETING MINUTE PODCAST

RESOURCE OF THE MONTH

SCHEDULING APPS BOOK YOUR CONSULTATIONS WITH EASE! If you or your receptionist schedule your consultations by manually entering all the appointment info into your calendar, there are ways to make that task more efficient. You can use several booking apps out there, and they all integrate seamlessly with your website, CRM, and personal calendar. We at Spotlight Branding use You Can Book Me. If you’ve scheduled a call with us before (or plan to do so in the future), you’ll see how the calendar looks on a web page. When someone schedules a call through the app/plugin, it is automatically added to our calendars. Along with a notification that a call was booked, we also get a reminder a few minutes before the call so we can be sure we’re prepared. In addition to You Can Book Me, some of our clients have utilized other apps like Acuity, Bookly, and Calendly. From what we’ve seen, you can’t go wrong. Just take the time to do your research, or simply ask your webmaster for their recommendation. These apps are not hard to integrate and use, and you’ll save a ton of time by streamlining this simple process.

If you’re looking for more great resources to drive your business forward, take a look at this episode from our industry-leading podcast: The Law Firm Marketing Minute. KNOW YOUR AVERAGE CASE VALUE – LFMM 282 In this episode, we explain how tracking your average case value can tell you a lot about the clients you’re bringing in. Are you attracting the right clients? Are you doing the actual legal work you enjoy doing? This simple metric can tell you a lot! Listen to this episode and find even more at LawFirmMarketingMinute.com and subscribe on Apple Podcasts or Spotify.

Listen to these full podcasts and find even more at SpotlightBranding.com/The-Law- Firm-Marketing-Minute.

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