Estate Planning
Past-Client Newsletters
Remain memorable and referrable.
We speak with a half-dozen law firm owners every week about their marketing. When we ask them how they stay in touch with past clients, most say they don’t.
When we dig deeper and ask if they have contact information for their past clients, there is frequently a pause and then an answer along the lines of, “We would have to assemble that information.”
No matter how good an outcome you delivered, many-to-most of your past clients will over time forget you. Life goes on, other challenges arise, and memories fade.
An old-school but still effective technique for staying memorable and referable is to send a monthly newsletter.
We use two types of articles in our newsletters for past clients: (1) specialty-oriented content, and (2) smarter living content.
1. Examples of specialty-oriented newsletter articles
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    12 Mistakes to Avoid When Succession Planning for Your Business
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    13 Strategies for Avoiding Challenges to Your Estate Plan
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    Durable Powers of Attorney for Financial Matters
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    Choosing an Executor for Your Will
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    Choosing a Guardian for Your Children
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    Estate Planning After a Divorce
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    Protect Yourself and Preserve Your Business with a Buy-Sell Agreement
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    Managing Your Revocable Living Trust
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    When an Adult Needs a Guardian
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    12 FAQs About Special Needs Trusts
2. Smarter living content
For most past clients, we avoid legal topics.
Their legal issue has been resolved, and is part of their past, so we focus on issues of current interest to them — topics we call Smarter Living. Everyone is interested in improving their lives.
We know with some specialties that their legal issues cause ongoing challenges, frequently with money, so we cover financial matters. And whether or not income has been affected by the legal issue you handled for them, everyone wants to save money.
The same universal demand exists for improving health and living a happier life. So our past-client newsletters regularly include wellness articles.
Lastly, we all need to eat. So we sprinkle in recipes, cooking tips, and shopping advice.
Some examples of our smarter living articles are:
Financial
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    A Big List of Tips for Saving Money at the Grocery Store
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    A Guide to Paying Off Credit Card Debt
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    5 Money-Saving Hacks
Food
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    Healthy and Easy Chocolate Banana Ice Cream
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    Cooking En Papillote
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    Summer is for Gazpacho
Seasonal
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    Know Your Holidays: Saint Patrick’s Day
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    19 Fun Facts About Our National Parks
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    Tricks and Treats: Halloween History
Wellness
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    For a Better Night’s Sleep, Practice These 8 Habits
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    Staying Healthy at Your Desk
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    Easy Ways to Fuel Up on Good Food
Sample newsletters
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