• Skip to navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer

American Academy of Estate Planning Attorneys

AAEPA, Inc

Find a Member Member's Login
Call Today (800) 846-1555
  • Membership
    • Membership Membership
    • submenu
      • Why Join?
      • Member Requirements
      • Become A Member
      • Meet the Team
  • Estate planning software
  • Education
  • Practice management
    • Practice management Practice Management
    • submenu
      • 11 Essential Systems
      • Coaching
      • Law Firm Marketing
  • Resources
    • Resources Resources
    • submenu
      • Live Training
      • Blog
  • Contact Us

4 Ways to Make Prospects Fall in Love With Your Law Firm

Home » Law Firm Marketing » 4 Ways to Make Prospects Fall in Love With Your Law Firm

Valentine’s Day may be over, but you have to continue to woo your prospects and clients throughout the year to develop long-term relationships for more business. Marketing is a courtship. Some relationships quickly swell to engagement status, while others take a year or two (or three) to blossom. Remain committed with your communications to reach that golden ring stage (the conversion from prospect to client).

Show your leads a little love with these four email marketing tips and help them fall in love with your estate planning practice for future business opportunities.

1.   Welcome them with open arms
An email newsletter welcome message is akin to your first date. When prospects subscribe to your communications, they have inherent expectations of what they will receive. A warm welcome letter sets the tone for your future. Elicit that warm fuzzy feeling that tells prospects that your firm is a keeper by following these tips:

  • Strive for expressive brevity in your subject line
  • Thank them for subscribing to your email newsletter
  • Remind them what kinds of content you will be sending them and how often
  • Personalize your message with a great photo of yourself and your standard signature line
  • Keep your message light, friendly and personable
  • Design your welcome letter with style and panache for a great first impression

This is your first date, after all. It’s not the time for pushy sales tactics. You want your prospects to look forward to your next email, not dread it. According to MarketingSherpa, your welcome email is likely to be the most opened and read email you ever send your prospects. Make it spectacular!

2.   Show off your stunning personality

When drafting your custom content, infuse a little personality into it. Remember that you are softly pursuing a prospect (and enhancing relationships with existing clients). Make sure that your custom articles ooze personality and life so that your contacts know that they are not just receiving yet another automated computer message. Develop the rapport you will need when the time is right for them to buy services from you with these custom content suggestions:

  • Employee spotlights – don’t be afraid to write about your employees’ hobbies, interests, weddings, babies, graduations, charitable activities, etc. Get personal.
  • Associate achievements – share announcements about promotions, new certifications, new hires, graduations, and other accomplishments with your readers.
  • Activities and events – whether you write about an upcoming webinar or how you helped Habitat for Humanity build a house last weekend, include highlights about all of the events and activities that you and your team Members participate in as well as those that your firm hosts, attends, or sponsors.
  • Perspectives from the top – give yourself and other key team Members the spotlight by writing an editorial piece that offers a fresh perspective on a hot topic.

Remember, your prospects want to learn more about YOU: your firm, your employees, your expertise, and your philosophical approach to life. In addition to reading articles that will help them improve their quality of life, they want to get to know you before they decide whether or not to hire you. Help them get to know you.

3.   Give them unexpected gifts
Make your prospects feel special. Surprise new email subscribers with thoughtful gifts linked in your welcome letter. Delight ongoing subscribers with occasional unexpected treats, such as:

  • An innovative whitepaper
  • A tidbit of helpful advice
  • A quick way to submit a question you will promptly answer
  • A free seminar or webinar
  • An invitation to have breakfast with you
  • A “thank you” for no reason other than to say “thanks”

According to HubSpot, thank you emails generate more than twice the click through rates than other nurturing campaign emails. Saying thank you and giving gifts with no strings attached is not only nice, it’s nice for business.

4.   Wine and dine them with content

New relationships take effort. There’s no better way to captivate and charm prospects than by reminding them that you are still thinking about them long after your first date. Continue to nurture them with quality content in your newsletter.

  • Reinforce your commitment by giving them content they will appreciate and value
  • Focus on their needs, not yours
  • Offer support and encouragement
  • Listen to their needs and modify your messaging accordingly
  • Segment your content to each individual’s areas of interest

Of course, you don’t want to smother prospects with emails. The relationship is just beginning to take shape and grow. You don’t want to appear clingy or desperate (no matter how you actually feel). If you stay true in your commitment to provide information that your prospects find helpful, useful and entertaining, you will win over their hearts for more business opportunities when the time is right.

If you haven’t given much thought to your welcome message or email newsletter content, you are likely missing out on taking your prospect relationships to the next level. Review your welcome letter and newsletter content from the dating perspective… the attorney-client relationship is not something that most people jump into willy-nilly. Handle your prospects with care using the above suggestions and watch your relationship with these future clients grow.

Becca Fieler is an Online Marketing Specialist for BizActions | PDI Global Marketing Solutions, a division of Thomson Reuters. She provides strategic planning and oversight for our online marketing and email marketing initiatives. Becca also works with clients, developing comprehensive marketing and lead generation programs for professional service providers, including attorneys, accountants, banks and credit unions, human resource companies and others, through her role at BizActions | PDI Global, Thomson Reuters. She is a prolific writer when she has time. Read more of Becca’s blog posts here.

Academy Guest Blogger
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (800) 846-1555
www.aaepa.com

  • Author
  • Recent Posts
Becca Fieler
Latest posts by Becca Fieler (see all)
  • Reach Beyond the Transaction – Build Relationship Capital Instead - March 23, 2015
  • What Attorneys Can Learn From My Dentist - January 26, 2015
  • ‘Tis the Season for the Personal Touch - December 22, 2014
SHARE

Primary Sidebar

Subscribe to our blog

Recent Posts

  • The Top 3 Estate Planning Must-Haves
  • How Do I Trust Thee… Part III
  • Time for a Mid-Year Check-In?
  • How Do I Trust Thee… Part II
  • Walk This Way

Categories

  • Academy Girl Friday (33)
  • Client Services (238)
  • Coaching (33)
  • Consumer Advantage (3)
  • Counseling (21)
  • Elder Law (5)
  • Estate Planning (929)
  • Estate Planning Documents (5)
  • Estate Planning Education (200)
  • Financial Analysis (3)
  • Financial Services (1)
  • General (20)
  • Law Firm Marketing (282)
  • Law Firm Net Revenue (7)
  • Law Firm Staffing (99)
  • Law Firm Technology (45)
  • Law Firm Web Tips (186)
  • Leadership (191)
  • Legal Education (650)
  • Marketing Tools (2)
  • Medicaid (1)
  • Member Services (1)
  • Owners Compensation (1)
  • Peak Performer Focus (1)
  • Practice Building Calls (1)
  • Practice Management (497)
  • SEO/Social Media Support (3)
  • Software (6)
  • Strategic Planning (10)
  • Uncategorized (15)

Footer

logo of American Academy of Estate Planning Attorneys

About Us

  • Meet the Team
  • Site Map
  • Legal Notice
  • Privacy Policy

Explore Our Services

  • Coaching
  • Estate planning software
  • Events
  • Legal education
  • Marketing
  • Web and SEO

Keep in Touch

Mon-Fri

9444 Balboa Ave. Suite 300

San Diego

(800) 846-1555

info@aaepa.com

Take Back Control of Your Business and Your Life

+

footer section | American Academy of Estate Planning Attorneys

© 2022 American Academy of Estate Planning Attorneys, Inc All rights reserved.

We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies. However, you may visit "Cookie Settings" to provide a controlled consent. Don't sell my personal information.
Cookie Settings Accept All
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurationDescription
cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytics
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Others
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
Save & Accept