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How to Create a Newsletter for Your Maryland Law Firm

One of the most difficult things about marketing a law firm is in developing a strategy that doesn’t sound like a sales pitch. When someone is looking for a lawyer, they obviously need some type of legal assistance or advice. According to the marketing pros at Lawbiz, the best way to market your Maryland law firm is to offer something of value and a law firm newsletter gives you the opportunity to do just that.

Keep Your Content Informative

Today’s consumer is savvier than ever and will know right away that they are getting nothing more than a glorified sales pitch, so keep your newsletter informative. Perhaps you could provide information on topics within your field of law that are of interest in your area. For example, if you are a legal defense attorney, you might want to talk about various crimes which are statistically high in your city. Or, perhaps you are a family lawyer specializing in divorce. You would write, or have professionally written, articles on such things as how divorce affects the children or who is entitled to jointly owned property. Great content is an absolute must.

How Best to Deliver Your Newsletter

There was a time when newsletters were hardcopy papers sent through the US mail and although you could still do that, the cost of postage alone might be prohibitive unless you had a list of local people or businesses most likely to need your services. In this day of the Internet, it is best to use email to deliver your newsletter. Here is where you’ll need a solid list of email subscribers and there are various ways to go about getting those email addresses. Have you considered social media? This is a great way to build a following and ask for subscribers to your newsletter.

Why Regular Newsletters Are Important

Of course, it’s important to keep the name of your law firm consistently on the minds of your subscribers. You’ve worked hard to build that list of leads who sign up to receive emails from you, but as the old saying goes, “Out of sight, out of mind.” You never know when your subscribers might need legal counsel in the area of law you practice, so it is important to be a constant reminder of who you are and what you do.

The Format of a Law Firm Newsletter

It is also important to make it easy for readers to scroll through the content of your law firm’s newsletter. For this reason, it is recommended that you use a vertical (portrait) format rather than the horizontal (landscape) format with too many columns. Make it easy for your readers to quickly scan the information to find the articles they are interested in reading. You can get free newsletter templates for Microsoft Word, which work well and can be easily converted to html or sent on to your web development company to be converted to PDF format for ease of dissemination.

Some law firms like to publish their newsletter on their site with a link to it in an email and others like to send out a PDF attachment. The choice is yours. However, you should always keep in mind that the best way to instill trust in your law firm is to be the voice of authority. Informative content regularly delivered to them will keep you visible and offer them something that substantiates your expertise in the field. Are you looking to grow your client base? A well-written and regularly delivered newsletter is one of the best marketing tools at your disposal, so use it well.


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