Breathe Life... - December 2023

volume 9 issue 2

TIPS FOR PRODUCING CONTENT FOR YOUR PRINT NEWSLETTER Unless you have a marketing team, sending a print newsletter every month can feel like a Herculean effort. It takes time create the content and lay it out. And it takes money to get it printed and mailed.

PEEKS & SNEAKS samples and examples of real-life projects that are totally cool

spotlight a business or an individual, share pictures, review a restaurant, run a contest, and so on. • Repurpose a blog post, an excerpt from your book, or other published material. • Get others to contribute to your newsletter. (Family members count as guest writers). • Do you have a foreign language market? Expand your reach for greater results. Translate newsletters to reach that market. “It Costs Too Much Money” Direct mail is not cheap, but it has a unique presence and impact that digitial marketing doesn’t. Plus, marketing should always be evaluated in ROI, not expense. Often you can break even with just one

Because of that, many otherwise good newsletters never make it into existence— newsletters that keep you interesting and connected with your target market, position you, help you gain authority and status, and bring in new leads and cases. Below are strategies to overcome the two biggest obstacles that stand between attorneys and successful newsletter marketing. “I Don’t Have Time to Write Content” Let’s take a moment to shift our thinking about producing content and see it as a valuable opportunity to connect with people. We don’t have to produce content. We get to share our thoughts and ideas. • Keep your eyes and ears open. This is your “content radar”. It’s always looking for things you can put in your newsletter. They can come from everyday experiences at work or at home, books you’ve read, your travel, or feedback from your clients. • Make an idea file. When an idea for an article comes, record it in an idea file that is easily accessible. Or voice transcribe it. It doesn’t have to be perfect or eloquent. You can polish it later or use AI to polish it for submission. • The more content ideas you have, the more likely you are to write. You can comment on national news, share a funny story, a win, or a struggle,

referral or case from your newsletter. Below are some ways to reduce the cost: • Send your newsletters 6 times a year instead of 12. • Alternate with a newsletter postcard which can be less expensive. • Include offers and engagement to get people to act. • If you have a small list, print and mail your newsletters yourself, Once you begin to see results, you’ll see that newsletter marketing is not just another expense or “to-do” item on your list, but a valuable platform to share your ideas, connect with your subscribers, and attract greater leads and cases and opportunities for growth.

[From left to right] Jon Montagna receives a lot of positive feedback on his newsletter, particularly from clients who didn’t realize the breadth of his practice areas. Personal injury attorney, Andrew Kass, targets riders, both in content and design. It is a visually attractive leave-behind in bike shops, repair shops, and more. Daniel Izquierdo is a criminal defense attorney who loves sports. His newsletter has a fun sporty vibe, while still informing his readers about his legal services.

LAUNCH A PRINT NEWSLETTER FOR 2024! December is our annual promotion for the Zine Newsletter Program! Sign up by Dec 31 to lock in prices and get a FREE Test Mailing Campaign* Visit www.zinenewsletter.com for details or call 703-591-4000 . AND RECEIVE THE TEST MAILING CAMPAIGN FREE! *We cover the design, printing and mailing, you just cover the postage.

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