A successful practice is built on relationships. Strong, personal relationships that last. Those kind of relationships don’t happen overnight, of course. They take time, effort and skilled communication.
I’d like to share with you my recipe for creating effective communication as part of your legal marketing strategy, a multi-layered approach that will help foster and promote lasting client relationships.
Communication Layer 1 (Close, Personal). The foundational layer should always be individual and personal. Take the time necessary to know your clients well. A welcome note to a new client should be a personal communication – a handwritten note thanking them for the opportunity. Keep a running client calendar for birthdays/anniversaries and send a personal note each year. Other information (important milestones – children’s graduations, weddings, a move to a new home, etc.) calls for a more watchful eye. I recommend subscribing to and following the community or suburban newspaper. That’s where the small, local success stories appear.
Communication Layer 2 (Friendly, Inviting). Here the communication broadens a bit, but keeps a friendly tone. When it comes to holiday cards to clients, I recommend sending them on “off-holidays” such as Thanksgiving or Valentine’s Day. The themes are perfectly suited for a note of appreciation and you’ll stand out from the crowd when compared to the large stack of Christmas/Holiday cards your clients will receive.
When hosting a seminar, a book signing or other event, make your clients feel special. Send them a personal, handwritten invitation. Design a trustee-training event around your clients’ schedules. (Note: with adult children often in town for a visit, Memorial and Thanksgiving weekends are popular choices.) Finally, a client-appreciation event can be a great way to say thank you. Event possibilities: a wine-tasting, group tickets to a baseball game – perhaps renting a movie theatre for a special screening on a Saturday morning.
Communication Layer 3 (Social, Informative). Estate planning news, tax tips, legal updates, etc. make up the informational layer of your communication plan. These include the broader communiqués – a weekly blog, monthly newsletter and posts to your Facebook, LinkedIn, Twitter, and other social media. (Note: Don’t send out unsolicited communication. Be sure your recipients have opted in.)
One Last Ingredient. Like a three-layer cake, your communication plan is just about complete. One final recommended ingredient (think of it as the icing on the cake): Bring your social media component full-circle. Don’t just post your own info. Respond and comment on your clients’ posts as well. Show you’re interested in their lives. Congratulate them on their successes and milestones. After all, the best communication is always a two-way street.
WealthCounsel has the programs and resources to help you hone you communication plan and legal marketing skills. From our Legal Marketing Showcase, mentoring groups, and our popular Legal Marketing Quick Start Program, and more, you'll be equipped to take your practice to the next level.
