"I've had comments from several clients asking about our old print
newsletter," said Lance to Linda at L&L Law's monthly marketing
meeting. "They said they miss getting it in the mail."
"Interesting," said Linda. "I've had some comments, too."
After more discussion, they decide to research the question of print
versus digital. They discover that for the past several years, print
brochures, newsletters, and other printed items have been replaced with
e-mail, web content, and online video.
Both print and digital newsletters contain interesting articles and
news about the firm. Print newsletters, however, must be physically
printed and mailed. Therefore, the cost of developing and mailing a
print newsletter is far greater than a digital version. E-newsletters
can be distributed with a click of a button.
Does that mean we should abandon print marketing and be all digital?
Neuroscientists would say, "Maybe not."
A study sponsored by the Canada Post compared the effects of paper marketing (direct mail pieces) with digital media (e-mail and display ads). The study found:
- Printed mail is easier to understand
- Direct mail is more memorable; when asked to name the brand of
the ad they had just seen, participant's recall was 70% higher for the
paper ad
- Readers spend more time reviewing print content
Print material has other advantages. The decrease in "snail mail"
makes your newsletter stand out—studies report that readers enjoy
getting something in their mailboxes. The printed newsletter also
provides opportunity for longer articles that help to establish your
firm's credibility and trust. Finally, printed matter sits on the desk
longer keeping your name in the client's mind.
Digital has advantages also. Readers can instantly
link to your firm's website or blog post and to related sites or
articles of interest enriching their experience. Digital communication
is all about access, speed, and convenience. The content is short and on
point and also allows for:
- Audio & video
- Links to other resources
- Topics that relate to individual client interests
- Forwarding to colleagues with a click of a button
- Easy distribution & inexpensiveness
Which should you use—print or digital?
First, look at your client base. Are they twenty-somethings?
Boomers? Seniors? A mix? Each group of readers has its own level of
acceptance, enthusiasm, or interest in e-communications or print.
Second, ask or survey your audience to determine which format they
desire.
Or, use both. A monthly e-newsletter covering recent news and new
services can work nicely with a quarterly printed newsletter offering
more detailed information about your firm, new legislation, or trends
that could affect your clients.
Newsletters are a powerful way to build lasting relationships with
your clients. When you use both digital and print newsletters, you can
boost firm recognition and your business will grow.
Roberta Gubbins has served as the editor of the Ingham County Legal News.
Since leaving the paper, she provides services as a ghostwriter editing
articles, blogs, and e-blasts for lawyers and law firms. She is the
editor of Briefs, the Ingham County Bar Association e-newsletter, and The Mentor, SBM Master Lawyers Section newsletter.
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