Lawyers Marketing Wonder: What’s The Frequency Kenneth?
What’s the frequency Kenneth?
This is not just a phrase uttered by the assailant who pummeled Dan Rather in 1986, it’s also not just a song by the band R.E. M. , it is the question on the mind of lawyers marketing their services.
Lawyers want to know how frequently they should communicate with referral sources and clients.
As we have discussed in the past, lawyers marketing through newsletters should communicate with clients at least once each month but the preferred practice is a weekly newsletter.
You read that correctly.
Weekly communication will make a big difference in your marketing.
Think about it: If you were in any other kind of relationship – social or business – and you ignored the other party for weeks on end, how productive would that relationship be?
Frequent communication is essential for lawyers who want to be successful with marketing.
Email your client database (and your database of referral sources) once each week. Make the email interesting, relevant to them and entertaining. It does not necessarily have to cover topic/topics within your practice area each week.
Remember, you are building a relationship. Approach the weekly email from this perspective. The weekly email is simply one conversation in an on-going dialogue.
How often do you speak with your clients, past clients and referral sources?
If you want to follow the best practice of successful lawyers marketing their practices, you’ll bump up the conversation to weekly frequency with an email newsletter.
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