ONE OF THE FIRST PROJECTS I have many of my private clients do is to create an e-mail to go out to their clients each week. It doesn’t have to be a “newsletter” per se, it can be a blog or a vlog or even just a cool image with a compelling sentence or two. Each one is different as each of my clients have different types of businesses, personalities and styles.

Why do I ask them to do this? Because regular, consistent e-mails to your network will generate leads and referrals for your business. It’s a fact that’s been proven over and over again by successful marketers.

If you are ready to automate your lead generation with e-mail marketing, here are some tips for getting the most engagement:

  1. Don’t spam. Part of the success of e-mail marketing is that it is permission-based, meaning the people on your list have, at some point, given you permission to contact them through e-mail. As soon as you violate this permission-based rule, you could be 1) crossing into illegal territory, and 2) turning off your prospective clients. There are many legitimate ways to grow your e-mail list so there’s really no need to resort to sending unsolicited e-mail.
  2. Make it clear who the e-mail is from. I’ve seen all types of e-mails work including ones that are fully branded with logos and titles, and those that appear to be a simple e-mail from a friend. Personally, I like the branded option because, that way, even if your prospect doesn’t read your content every time, they get familiar with your brand. When a need arises for services like the ones you provide, they are more likely to call on you because they are familiar with your brand.
  3. Write an intriguing subject line, and then deliver on it. There’s nothing more annoying that an enticing subject line that indicates the e-mail author is going to give you something of value only to open the e-mail and find out the subject line was just a ruse. Don’t be that guy. Or gal. Do write an intriguing subject line, and also deliver on the promise.
  4. Make it worth your reader’s time and attention. Provide high-value content that educates your audience. Give more than you ask for in return. Teach them something you know that they might now know but should if they want to achieve their goals. By the time your reader has finished with your article, video or podcast, they should have at least one takeaway they can apply to their business, relationships or lives in general.
  5. Tell stories, particularly about yourself, mistakes you’ve made and how you overcame them. For example: “When I opened my own law firm way back in 2007, I thought it would be enough to open my doors, hang some pictures and my license, and then hang my shingle. Alas, I built it and decorated it, but they still did not come. It was not until I got assertive in my pursuit of clients and legal work that my practice took off. Luckily for me–though not so much for others–the foreclosure crisis was just beginning here in Florida. This presented a unique opportunity for me. I started cold calling firms out of South Florida that soon would need local counsel to appear on their behalf in Central Florida cases. Before long, I had a thriving legal practice that required me to add other attorneys and staff. But for the opportunity and the action I took to seize that opportunity, I probably never would have made it…”
  6. Create a call to action that seamlessly flows from your high-value content. Answer the question: What is the next logical step to work with you? For example, you’ll see at the bottom of this blog, there are options to schedule an appointment with me, sign up for my newsletter and receive valuable information, or to join my Facebook group, whichever you would find most helpful at this point in our relationship. Some people need more information to get to know me better, while others urgently require guidance and support in growing their business and are ready to get started right away. I make it easy for you no matter where you are in the process. You should do the same for your clients.
  7. Give them a way to get in touch with you in case they want to call you or e-mail you right away to hire you! The law requires you to provide a physical address on your e-mails but, beyond that, it’s important to remember, even if you want your prospect to contact you a certain way, they may or may not want to use that method. Believe it or not, some people still like to pick up the phone and call. Don’t miss out on an opportunity because you didn’t provide multiple ways to get in touch with you for more information.


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