One excuse we use to avoid marketing to former and current
clients, referring attorneys and business contacts is that we don't
know what to say. With the advent of the electronic newsletter, we
can easily send professional and eye-catching messages to hundreds
or thousands of contacts for $30 (or less) a month. Why do we avoid
this exercise? Aside for the (minimal) time commitment, the major
reason is that we don't want to distribute what might be perceived
as useless content. Sending a message that lacks appeal risks
annoying the reader and demoting consumer perception of your brand.
I agree; we don't want that.
Fortunately, this fall season brings with it several holidays
which tend to be perceived as legitimate reasons to reach out to
contacts of all sorts. Every contact will not relate to every
message, but the beauty of holiday communications is that you get
credit for simply thinking of them. What specifically to talk
about? There are countless possibilities, but let's talk through a
few specific ideas to get the creative juices flowing.
Halloween: We just wrapped up another year
dressing our kids up as monsters, princesses and the super hero of
the year and sending them door-to-door asking strangers for candy.
It sounds like the kind of holiday for which safety tips would be
handy. Think ahead for next year. The topical personal injury
attorney newsletter provides safety tips for families as well as
drivers. The family law attorney provides guidance on what to do
when the former spouse wants to take the kids to his or her
neighborhood. The estate planning attorney points out that it's
difficult to update an estate plan when you're a ghost or skeleton,
so do it now!
Thanksgiving: Turkey, pie, football and naps.
What's not to love? But how does one make it resonate with the
contact list? All attorneys can express their thanks for the trust
instilled by their contacts over the past year. The bankruptcy
attorney may provide tips on saving money through the holidays. The
criminal attorney may remind his contacts of the legal alcohol
driving limit and to how many drinks that typically translates. The
immigration lawyer can provide guidance on the historical
significance of the holiday and how it might be asked about on a
The New Year: A time for goal setting and fresh
starts. What better time for the business lawyer to remind his
contacts that it's much easier to engage the attorney when the
contact is entered into, rather than when there's a dispute. Or for
the tax attorney to summarize new tax laws and the corresponding
benefits and pitfalls to consider in the new year.
Any lawyer can capitalize on our annual custom of setting
resolutions. But why wait until 2014? Start now and keep it going.
People like celebrating the holidays, and when you associate your
practice, they'll feel more positively about you, too!
Damian Turco owns Mass Injury Firm PC, a Boston-based
personal injury law firm, representing the victims of negligence
across Massachusetts. Damian is the vice chair of the Law Practice
Management Section Council and is a regular presenter at MBA CLE