Publishing a Good Newsletter

Newsletters, done correctly, can be an effective part of your marketing efforts. Not only do newsletters display skills, talents and timely stories, they also can create buzz, open opportunities and bring in new business. No matter what type of newsletter you are producing, meaningful content is essential if you want it to be read. Here are some important things to consider:

- Since a newsletter is a niche publication, be sure to use a narrow focus and keep them specialized.
- Use timely, well written stories about developments important to your clients.
- Write stories from your clients’ perspective using appropriate jargon or explanations.
- Publish newsletters regularly.
- Humanize your stories. Stories about people are usually the most interesting.
- Customize your newsletter to make it stand out.
- E-mail is the fastest and cheapest way to get a newsletter out to your clients. However, e-mails can be mistaken for spam, so give the option of sending a hard copy through the mail.
- Pick your mailing lists with thought.

Sticking to these guidelines, newsletters can demonstrate expertise, establish credibility and create reader loyalty. These three aspects lead to trust and a trusted company has power. The next time you’re searching for an inexpensive way to boost your marketing efforts, consider a specialized client newsletter.

Understanding the Attorney You’re Trying to Market

By Gina F. Rubel, Esq.

When an attorney in your firm wants to know how to be more successful, it’s important that you give her the tools to succeed. However, in order to provide tools, you first have to know what she’s trying to build.

Business development, marketing and public relations tactics works for attorneys and can be done ethically and professionally – but it’s first important to gather a bit more information about the individual. Engage her in an initial dialogue to find out what she might enjoy getting involved in based on who she is in life and in business? Get her to answer:

-What are your personal goals and objectives regarding your book of business?

-What industries do you most enjoy working with?

-What are your business goals for the coming year?

-Have you reached out to your referral base and network of colleagues recently? If so, how? If not, are you interested in reaching out to these thought leaders with X? [X being whatever your firm does to nurture the low hanging fruit.]

-Do you enjoy writing articles for trade, news and industry publications? If so, what are some of the topics you’re most passionate about? Where would you like to see your articles published?

-Do you enjoy presenting / speaking at trade, news and industry forums and/or seminars? If so, what are some of the topics you’re most passionate about? Are there any venues you’d be interested in attending as a speaker? Is there anyone you’ve been trying to meet? What industry associations does he/she participate in?

-Do you currently participate in pro bono or volunteer work? [Depending on the answer and how full her bucket is:] Would you be interested in taking on additional pro bono / volunteer work?

-Are you involved in any industry / trade associations? Then find out to what extent she’s involved and what else she can be doing [especially with Young Lawyers groups] to network herself among colleagues and peers.

People are most successful when they participate in business development, marketing and public relations tactics that fit within their personal likes and dislikes. There’s always an opportunity lurking around the corner – especially when one is passionate about what they do.

Why Aren’t You Blogging?

Blogs aren’t just for personal journals anymore. A blog is a useful way to present thoughts and ideas to a wide audience, exercise a passion for writing, market a law firm or practice, network, gain press, provide a great public service, boost your presence on the Web and/or communicate your expertise and services.

Law-related blogs emerged around 2002 and now more than 1,500 have been created since. At least 80 percent of those sites are still publishing daily, weekly and monthly commentary. Law firms of all shapes and sizes, law professors, law students, librarians, legal technologists, and paralegals all take part in blogging.

Blogging can be an inexpensive and effective way to target your desired audience. Therefore, it is important to first establish who you intend to reach. Most lawyer blogs either attempt to update present clients, establish a relationship with prospective clients, share timely information with other lawyers in the same practice area or expose themselves to the general lawyer population as a whole.

It’s important to realize that blogging is indeed a time commitment. Devoted bloggers should be prepared to post as often as possible. Thus, if writing is not an enjoyable task for you, blogging can be trying. Realize that infrequent or poorly written posts can reflect badly on you and your establishment.

Before you embark on your blogging journey, ask yourself a few crucial questions:
- Are you willing to take your writing and marketing efforts to a new level?
- Do you have the time and commitment to keep up with blog entries?
- Are you interesting in providing valuable, meaningful content for Web users?
- Would you like to boost revenue while increasing your search engine visibility?

Useful Blogging Software:
- TypePad (http://www.typepad.com/)
- Movable Type (http://www.movabletype.com/)
- LexBlog (http://www.lexblog.com/)
- BlogJet (http://www.blogjet.com/)
- FeedBlitz (http://www.feedblitz.com/)
- Feedburner (http://www.feedburner.com/)

The Importance of a Professional Headshot and How to Prepare

Headshots are used frequently today on Web sites and in brochures to place a face with a name in business. Public relations practitioners often send them to television media when pitching clients for an appearance and we always include them with news articles about individuals. A great headshot for your business can be very beneficial. It can say; “I ’m approachable, I’m trustworthy and I’m a good person to work with.” A bad headshot can say, “I don’t care what you think of me or I’m too cheap to invest in myself or my firm.” So, the first piece of advice is to put your own digital camera away and invest in yourself. Good up-to-date headshots are important to have and have a shelf-life of four to eight years (depending on how often you change the color of your hair . . . ).

A photo shoot can be a fruitless venture if you’re not properly prepared. Here are some easy steps to follow in order to guarantee your photo shoot runs smoothly and to ensure you receive a desirable result:

• Show expression. Let your eyes do the talking. Smile if appropriate.
• Be versatile. Your headshot needs to appeal to many different audiences.
• The focus is on you, not what you’re wearing. Wear simple, solid-colored clothing. Avoid patterns or wearing all one color. Layering with a collared shirt or jacket allows you to look professional and vary your look easily from shot to shot. Refrain from wearing bulky jewelry or accessories that will take the spotlight off of your face.
• Show your “everyday” self. Wear your hair and make-up as you typically would any day of the week.
• Practice your facial expressions (smile, no smile, teeth showing, serious, etc) in a mirror.
• Have several color shirt and jacket options and bring them all with you on the day of the shoot.
• Get plenty of sleep the night before the photo shoot.
• Expect that the shoot will take one to two hours. Allow plenty of time so that you are not rushed or stressed.
• Remember that the photographer is a professional. He or she will use their skills and experience to best create a photo for you.
• Engage a hair stylist and make up professional so that you can look your best.
• Relax and have fun! Your picture will reflect that.

When it comes time for you to get your headshot taken, remember that it doesn’t have to be a stressful undertaking. All you can do is come prepared and be yourself. If you do your part, the professionals involved can easily create a pleasing visual for you.