Million dollar practice builder Paula Gilmour’s top 5 newsletter discoveries

Legal services are a grudge purchase, which means it’s even more important to be ‘front of mind’ when the need arises for legal assistance.

As a consultant to law firms, I often promote the use of client newsletters as a fundamental marketing tool because:

  • it is a great way to show your expertise,
  • promote other areas of law within the firm,
  • update clients on new laws affecting them and to show them why they need your assistance,
  • position yourself as a trusted adviser; and
  • increase content to gain search engine optimisation for the firm’s website.

My role in various law firms has always been to assist a firm to analyse and track business development initiatives and/or marketing spend and to measure effectiveness.

However, one of the pitfalls that most firms do not realise when they create their own newsletters is that they have so many hidden soft costs and it requires a total firm commitment to make them work.

One firm I worked with didn’t realise that by the time one issue of their newsletter was created, they had spent over $15,000 in lost time, going back and forth with articles and having to constantly chase some fee earners for edits and/or contributions.

The top 5 discoveries I made in the seven years I had in executive marketing and business development roles at progressive firms that may assist you when you are thinking about implementing your newsletter marketing are set out below:

  1. A good solicitor does not mean he/she is a good article writer,
  2. Solicitors who are charged out at $300 an hour took up to 3-4 hours to research and write, proof and rewrite one article – that is $1,200 per article!
  3. Partners who are charged out at $450 an hour took up to 2 hours to assist solicitors to write, proof read and then rewrite an article – adding up to another $900 per article!
  4. Partners in charge of co-ordinating newsletters took up to 5-7 hours to co-ordinate each edition,
  5. Marketing staff took up to 30 hours to compile, chase and chase again just to get content in on time to produce one edition.

My tips to you, should your firm be looking to implement a client newsletter program (and it should) are:

  • Unless you are confident you can gather the troops into action on a regular basis, you need a champion to do it for you; and
  • You need to analyse what was read and what was not and follow up with a process firmly in place, and again if you can’t do that you need someone who can deliver this.

Smart firms realise there are programs like Mailchimp which enable sending the completed newsletter for free, however they also realise there is a significant time and commitment required to create the newsletter in the first place.

So firms that don’t have a marketing department or don’t want to overspend their own time that could otherwise be spent on client work, should use companies like Lift Legal to get their message out on a regular basis and focus their attention on lawyering and keeping clients happy.


About our guest author
Paula Gilmour

Paula Gilmour

Paula Gilmour is the founder of CPD for Me and Director at Sales Strategy and has assisted hundreds of firms since 2002. Paula extensive experience in developing & implementing effective, creative client focused solutions for sole practitioners, boutique and mid-tier law firms and also other professional service firms to grow their practice.

Related Articles

The Most Common Legal Marketing Mistakes & How to Avoid Them
The Most Common Legal Marketing Mistakes & How to Avoid Them

In today's competitive legal landscape, a strong marketing strategy is no longer optional – it's essential for attracting new clients and growing your practice. However, navigating the world of legal marketing can be tricky, and even well-intentioned lawyers can fall...

Why Every UK Law Firm Needs DNS Control in 2024
Why Every UK Law Firm Needs DNS Control in 2024

In today's digital age, a strong online presence is crucial for any business, especially in the competitive legal field. While many law firms focus on optimising their websites and social media, neglecting an essential aspect of their online infrastructure can have...

Surviving Inflation: How Law Firms Can Increase Prices
Surviving Inflation: How Law Firms Can Increase Prices

Inflation is squeezing profit margins across all industries, and the legal sector is no exception. Rising costs for salaries, office space, and even legal software tools are putting a strain on law firms' bottom lines. But there's good news! Clients are likely...

Why does my law firm need a website and SEO?
Why does my law firm need a website and SEO?

Do you already have a website for your law firm? Did you launch your law firm’s website five years ago, and haven’t updated it since? Or have you just invested in a new website, but can’t find it yet listed on search engines? These are common issues faced by law firms...

Stay Informed With The Latest Law Firm Marketing Trends.

Join our mailing list to receive the latest news and updates from our experts.

You have Successfully Subscribed!

Please Contact Me About

Websites & Related Services

Thank you. We will be in touch with you soon!