As you read this, many law firms have tasked associates with drafting client alerts on the exact same topics and are racing to get these super-long, entirely similar analyses out to . . . the exact same target audience. Does it really matter if yours arrives in someone’s inbox first? Well, a little, yes. But do you know what would make the biggest impact? We do. And we suggest you keep the following tips in mind when writing that next client alert.
- Alerts should be timely. If the event you’re alerting clients to what happened last week, they already know about it and your email is just spam clogging their inboxes. If you can’t get the alert out within 24 hours of an event or decision, don’t send it.
- Alerts should be brief. You should provide enough information to encourage your audience to contact you to learn more – that’s smart law firm marketing – and you should be able to do this in one page. You should use bullets when you can, providing a summary highlighting relevant points that will immediately impact your audience. Historical data detailing how legislation arrived at this point does not belong in an alert. If your client is unaware of the issue, all the more reason to contact you and find out what is going on.
- Alerts should be focused. Pick the angle that will be of the most interest to your audience and go with it. While everyone else is reporting the same all-encompassing analysis, ad nauseam, with key findings buried in three pages of legalese, your piece will focus on what your audience really cares about – and you will be the one they call for additional information.
Keeping these three points in mind will help you use client alerts the way they were intended – to showcase your attorneys’ knowledge and bring new business to your firm. And, as an added bonus, shorter alerts mean less time spent writing them. It’s a win-win all around!
For more tips on crafting concise client alerts and promoting them online, feel free to contact Mary Long at mlong@jaffepr.com or 925-822-4680, or connect with her on Twitter at @MaryCLong.