Newsletters
Another often overlooked area where Lyon & Lyon can provide real assistance is in the area of monthly newsletters
This is something that should be of particular interest to people like doctors, dentists, financial advisers, optometrists, pharmacists, lawyers, surveyors, valuators, accountants, architects or any of the other many highly skilled and highly educated professional service providers out there.
Let’s face it – it’s really hard for any potential client to differentiate between two competing law firms or two different dentists. So how hard must it be for the professionals themselves?
Having spent years studying to qualify in their chosen career, the last thing these professionals want to do is start all over again by studying marketing, but reality doesn’t go away and a professional without clients or patients will not be able to pay the bills.
Marketing is just as important for single and small-firm professionals as it is for companies selling products in an overcrowded marketplace.
So much so that some of the country’s biggest legal and accounting firms have even taken to advertising on television, but that’s out of each for 99% of professionals.
Which is where the monthly newsletter comes in: people often choose their lawyer, doctor or accountant by asking friends and family for their suggestions and a monthly newsletter emailed out to all your clients makes a serious statement.
It immediately elevates you above your competitors, shows that you are serious, competent and helpful – three qualities most people look for in their professional service providers.
“But,” I hear you say, “what will I put in my newsletter?” Let me promise you, that will be the least of your worries.
A colleague of mine who produces a newsletter for a doctor reports that his client, who lists cooking as one of her hobbies, includes a dinner recipe every month. One might be for a dish designed to lower blood pressure, the next month a dish that helps counteract iron deficiency and so on.
Accountants could talk about changes to SARS rules and regulations, lawyers about the problems of dying intestate and optometrists about the benefits of blue-light reducing glasses for gamers.
There is endless material available, but it’s a lot of work if publishing is not your specialty. Which is where we come in: just like you’re an expert in maxillo-facial implants, or trust fund/estate planning, or colorectal surgery or offshore investing, we are experts in newsletter writing, editing, production and publication.
If you could use some more clients, there is no better way for the professional service provider than a monthly newsletter: and all it takes is one phone call.