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Research consistently indicates that it takes nine to 13 impressions to bring someone to a financial decision. Market research also indicates that it often takes two to three impressions (or contacts) before people are even aware of your message. Apply this knowledge to a newsletter mailing program: it would take THREE YEARS of quarterly mailings to accomplish what a monthly mailing program can do in NINE MONTHS.

The deadline for placing new orders, or making any changes to your order (including mailing list updates) is the fifth day of the month preceding publication.

Frequently Asked Questions
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Successful Newsletter Marketing

• Why use newsletters?

  • Because they WORK. Dollar-for-dollar, newsletters are the single most effective marketing strategy to build profitability into your estate planning practice. Why? Because the success of your practice relies on your ability to develop and manage many more relationships than you possibly could develop and manage through personal contacts alone.

    Newsletters allow you to automatically manage multiple relationships. A high-quality newsletter delivered by mail ensures your clients and referral sources feel valued, that opportunities do not “fall through the cracks” when your attention is focused elsewhere, AND they free you to focus your personal attention where it is needed most. You cannot be everywhere at once, but you can use newsletters to greatly expand your presence in the marketplace.

• But isn't email just as effective, and a LOT cheaper?

  • No. Market research confirms that email can augment your marketing communications, but email just is not as effective as direct-mail – particularly when used with targeted, pre-qualified audiences such as your clients and referral sources. While your cost-per-piece may be less, the cost to your firm in terms of lost referrals and revenue far outweighs the savings. The national Direct Marketing Association identified NEWSLETTERS AS THE MOST FAVORED TOOL FOR DEVELOPING BUSINESS. On a scale of 1 to 10, newsletters scored the highest at 7.6, compared to workshops at 7.1, advertising at 5.5, sales letters at 4.5 and cold calls at 3.4.

• Why should I PURCHASE a newsletter? 
  Wouldn't it be cheaper, and more effective to create my own?

  • Creating a newsletter in-house is not cheap. The tasks of writing, designing, compiling, printing, folding, labeling & mailing newsletters make in-house production prohibitively expensive. And, when you add the costs of professional designers and full-color printing – both necessary to produce a quality product that will reflect well on you – it just is not cost-effective to produce a newsletter in-house.

    Then, of course, there is the question of effectiveness. What’s really effective is frequent, consistent communication. Too often those in-house newsletters are produced on a very spotty schedule that does not reflect well on your practice.

    With SELECT® newsletters, the production schedule is met every month, on time (has been for more than ten years). No matter what else is going on in your practice, your SELECT® newsletters still go out. Professionally designed, attorney-written and reviewed, printed in full-color. You have ample opportunities to add personalized messages, even your own articles. Purchasing a newsletter – or outsourcing newsletter production – just makes good dollars-and-sense.

• To whom should I mail my newsletters?

  • Mail newsletters to everyone with whom you want to build, maintain, or develop relationships. That should include, at a minimum, your current clients, professional advisors – both those with whom you now work and those you with whom you would like to work – and prospective clients, including those you meet through workshops, personal networking and your website. Don’t forget to include your “centers of influence,” as well – people you know who are in the position to influence others. Also, as you meet new people, collect their contact information and add them to your mailing list. We make it easy for you to do this with 24/7 access to your mailing list online.

• How frequently should I mail my newsletters?

  • We recommend a monthly mailing schedule. Frequency and consistency are the keys, not only to building brand identity and awareness, but also to getting the highest, fastest return from your marketing investment.

    Research consistently indicates that it takes nine to 13 impressions to bring someone to a financial decision. Market research also indicates that it often takes two to three impressions (or contacts) before people are even aware of your message. Apply this knowledge to a newsletter mailing program: it would take THREE YEARS of quarterly mailings to accomplish what a monthly mailing program can do in NINE MONTHS.

    Quarterly mailings simply do not make an impact in the marketplace. Too many competing messages arrive during the three month lapse between mailings for the program to build momentum. Though some firms choose this mailing schedule because they want to save money, the real cost to the firm in terms of lost referrals and revenue far outweighs any savings.

• How do I track the results of my newsletter marketing?

  • Newsletters will help your practice in three fundamental areas, each of which is easily tracked.

    First, newsletters educate prospective clients about the issues and process of estate planning. Your “closing ratio” with prospects who receive your newsletter should improve dramatically over time.

    Second, newsletters educate current clients and help maintain top-of-mind awareness – not only for your firm, but also for the issue of estate planning. Client referrals should become a much larger part of your business – both in terms of new clients referred in, and in new business from your current clients. Use your newsletters to encourage clients to bring friends and family members to your workshops, to review and update their plans regularly, to maintain trust funding, and to complete more comprehensive planning when indicated.

    Finally, newsletters educate and maintain top-of-mind awareness with professional advisors. One key to building professional referrals is helping advisors recognize their clients’ estate planning needs. The second, and equally important key is to make sure advisors keep their clients’ estate planning needs in mind. Remember, allied professionals are focused on THEIR jobs – whether they advise clients about tax planning, insurance risks or investments, they are not always thinking about estate planning … unless you keep reminding them! Keep track of your closing ratios and your referrals from clients and professional advisors to gauge the effectiveness of your newsletter marketing.

The Ordering Process

• What are the deadlines for placing or changing orders?

  • The deadline for placing new orders, or making any changes to your order (including mailing list updates) is the fifth day of the month preceding publication. For example, the production deadline for the March issue would be February 5th. All newsletter orders go into production on the first business day after the fifth. As you can imagine, it is quite a process to fulfill hundreds of orders each month, each one unique -- shipped & mailed to thousands of destinations all over the country -- on time, every time. This is why we simply cannot interrupt the process once it is in motion to make changes to individual orders. 

• Is there a minimum subscription duration?

  • No. Your subscription is set-up on a continuous basis unless or until it is cancelled. We require written notice of cancellation prior to the 5th day of the month preceding publication (for example, to cancel your March order, you must provide written notice to us by February 5th). However, we strongly suggest you commit to the program for at least 12 months to ensure you get the full benefit of a monthly marketing program. As we stated before it takes nine to 13 impressions to bring someone to a financial decision. Plus, every time you start-and-stop a relationship-building campaign like this, you damage your image in the marketplace. Inconsistency is perceived as unprofessional.

• What do I need to have ready to place my newsletter order? 

  • There are a few things that you should start working on now to get ready for your first newsletter order. 

    1. A mailing list, preferably in an Excel format. There is a minimum order of 250 newsletters. You do not need that many people on your list, the remainder may be sent to directly to your office. 

    2. Full color personal photograph or firm logo. You can still order newsletters, using our pre-designed Pocket Watch® or Estate Planning Times masthead. We also have artwork you may use instead of a personal photo if you prefer. However, your marketing campaign will be much more powerful if you let us help you create a brand image. For a separate fee, our designers can help you create a professional image for your firm that includes a logo, color scheme, and complete identity package (stationery, website, brochures, etc.).  

    3. Personal message. This personal message can be anything the attorney feels is important to his readers. A proper word count for this message is approximately 250 words or less. Personalized messages range anywhere from upcoming seminar dates and their topics, attorney credentials/personal history to a firms mission statement.

• How do I get my newsletter marketing campaign started?

  • Visit our newsletter Registration page. Upon registering you will be directed to enter your contact information. From here you may upload your personal photo and/or firm logo. 

    Upon completing your account setup, you may then click Create Newsletter to begin your newsletter creation process. In this stage you will be able to select your newsletter masthead and color palette. Through the newsletter creation process you will be able to customize pages one through three, and finally you will be able to enter your personal message in the firm feature area of page four. This message should be no more than 200 words and should be prepared in MS Word or similar program for easy copy and paste functions. 

    After completing your message you will proceed to the Proof and Finalize page where you will have the opportunity for a final proof of your newsletter pages. If you approve the pages you will be directed to the Mailing/Shipping Qty. page where you may upload your contact mailing list (optional) and enter the quantity to be shipped directly to your office. 

    To complete your order you must continue through and finalize your order. For one-on-one assistance, please register your account then contact info@estateplanningpartners.com to schedule an appointment.

    Note: The SELECT newsletter online ordering system works best with Internet Explorer. Also, be sure you have disabled pop-up blockers. 

• How do I get a user name and password?

  • Log on to the SELECT newsletter site at http://www.lexinet.net/ims. You will see a registration page. If you are a new customer, click on the REGISTER link. You will be taken to a page that explains the terms of use of the website. If you agree with the terms, check "I Agree," and you will be taken to a registration page. On this page you will select your own User ID and Password as you complete the registration process. 

• I only have 190 on my mailing list, what do I do with the remaining 60 newsletters required for the minimum order?

  • Most of our clients order "extra" newsletters shipped directly to their office for their ongoing use. These newsletters often are put on display in the office, given to prospective clients, and used as hand-outs at seminars and workshops. We also have found that a "library" of back-issues will provide you with a targeted message to include with a welcome kit for prospective clients or referral sources. For instance, if you are planning to meet with an elderly widow, a copy of several back-issues dealing with planning for singles would make an appropriate addition to a welcoming mailer. By the same token, issues dealing with business planning would be more appropriate for a prospective client who owns a successful closely-held business.

• I have a new photo or logo, how do I replace the old one with the new one?

  • Log in to your account online and go to the My Profile page. Scroll down to the bottom of the page and you will see a section entitled Image Personalization. Click on the button Upload Photos. This will take you to a file upload utility that will allow you to browse your hard drive for the new photo file. Be sure to upload your file to the appropriate box, either personal photo or logo. The new file will automatically replace the old one. 

• I don't have a digital copy of my photo, how can I get it into my newsletter?

  • If you have a nice photograph that you are pleased with, then by all means let's use it. First, ask the photographer if he or she has the photograph in digital format. If not, then mail the photograph to us and we can do a high-resolution scan suitable for printing. Please call customer service for instructions (1-877-352-2021, ext. 1) 

• When will my shipment arrive?

  • Our goal is to ship out all newsletter by the 5th of the month. We use UPS Ground and the estimated shipping time is 3-5 days.

• When should my contacts expect to receive my newsletter in the mail?

  • We recommend that you include your own mailing address in your contact list so you will have a better idea of when your letters are arriving at their destination. Usually letters arrive in their destination mail box from the 10th through the 20th of the month.

• All this customization sounds great, but I don't have time to tinker with my newsletters. Is there a turn-key option that will run automatically?

  • Absolutely. Once you register your account online, upload your photograph and mailing list, and make certain selections, including your color scheme and mast head -- then you can relax. Your newsletter will be produced and mailed automatically to your specifications, following our Editorial Calendar.

• What happens if I don't go online to make changes before the cut-off date?

  • If you do not make any changes, your order will be produced automatically to the specifications you entered online, following our Editorial Calendar, and mailed to your "Active" mailing list.

• Can you send me an e-mail reminder when it's time to make changes?

  • We do not send out email reminders. We try to make it easy for you to remember the deadline by simply making the 5th of the month prior to the issue date the standing deadline.

• I don't have a fast internet connection. Can you help me place my order off-line?

  • Yes. Please call customer service at 1-877-352-2021, ext. 1 for assistance; or send an email request to info@estateplanningpartners.com.

• I want to use my own postage indicia and mail my newsletters from here. Can you accommodate that?

  • Yes. You will make this selection when you register online. Unless otherwise indicated, newsletters produced for mailing are printed with our postage indicia. If you prefer to mail your newsletters from your own facility, using your own postage indicia (which you must purchase from the Post Office), make that selection on the My Profile page. We will contact you directly to get this permit information before your newsletters go to press. Your newsletters will be printed with your postage indicia and shipped to you for addressing & mailing.

• I am afraid that bulk-mail takes too long. Wouldn't it be better if I just mailed the newsletters myself and used first class?

  • Some clients worry that bulk mail will take too long to arrive and so ask us to ship their newsletters directly to them, where they apply address labels and first class postage. This is an extremely inefficient process, that wastes time and money in the shipping process AND in the scheduling process on your end -- scheduling the labor to apply labels & postage, and then physically take the newsletters to the post office. By the time you have completed this laborious task (and after you've done it a few times you'll wish you hadn't!), your newsletters would have already arrived at their final destination if we had mailed them for you!

    Even though we mail bulk, we do several things to increase the speed with which your newsletters are delivered. First, every mailing list is CASS certified with the post office to ensure deliverability, pre-sorted to the finest detail possible and bar-coded to ensure rapid delivery. Additionally, we never apply labels, which give a very unprofessional look to your newsletter. All addresses and bar codes are printed directly on your newsletter for a clean, professional final product. We do all this for you for the price of a first-class stamp. 

customization

• How do I get a custom mast head?

  • We will work with you to develop a custom mast head. We can design from your current logo and color scheme, or we can help you create a firm "identity" from scratch. There is a one-time fee for this service. Once you have your design, it belongs to you and you can use it on whatever materials you choose, including your SELECT newsletter. Prices start at $265 for a basic design. (Sorry, we cannot accept mast head designs by outside design firms due to our strict printing requirements.)

• How do I change the color palette of the newsletter?

  • Log in to your account online, then go to the My Profile page. Scroll down to the Masthead/Color Palette section and select Modify Colors. The first page relates to your masthead. If you are not changing your masthead, go ahead and scroll to the bottom and select SUBMIT and CONTINUE to STEP TWO.
    
    Your chosen masthead will be displayed at the top of the page as a reminder. Each color palette selection also displays a sample of how it will affect the newsletter design. Select a palette by checking the radio button beneath your preference. Now choose either to continue and CREATE NEWSLETTER or go back to the My Profile page. Your selections will be saved for future use.

• How do I change my personal message? 

  • First, compose your new message completely off-line in a word processor such as MS Word. Run spell-check and proofread your work. Make sure you have it just the way you want it, and SAVE it on your hard drive. Word count: approximately 250.
    
    Log in to your account online, then go to CREATE NEWSLETTER. From this page, choose EDIT PAGE 4. (Be patient and give the program time to load completely.) Once you see your page display, click your mouse twice inside the message area. A gray outline should appear around your message. Using your mouse, highlight all of the text that you wish to delete or replace.
    
    Now, click the INSERT TEXT button in the column on the right. This will open up a new window entitled IMPORT TEXT. Copy your message from your word processor and Paste it into this window, then click on the INSERT TEXT button. Be patient and give the program time to load your new text. When you are finished, be sure to select the SAVE PAGE 1 button at the bottom-right corner of the page to save your changes. 
    
    Note: You have two copy boxes in the message area. The first one is smaller, at the top of the text area and it is for your headline. The second one larger, for your message. They both work the same way. Don't forget to compose an appropriate headline for your message as well.
    
    If you need assistance, call customer service during regular business hours (central time) at 1-877-352-2021, ext. 2.

• How do I "whisper" into the INSIDE column on page one?

  • Before you customize this section, remember that ANY changes you make to page three will re-set this column to the default settings. So, we always recommend that you completely finish any work you want to do on page three -- whether changing the article, the photograph, uploading a new article, proofing, editing ... just make sure EVERYTHING on page three is finished first. THEN go to page one.
    
    Again, you will want to compose your message first in a word processor such as MS Word. Proofread it, edit it and be sure to save it. Remember, too, that the INSIDE column is created as two separate paragraphs. You can choose to change either one or both of them. But they each are edited separately. The first paragraph usually relates to the page one article and the second paragraph relates to the article on page three.
    
    From the CREATE NEWSLETTER page, choose Edit Page One. Be patient and allow the program to fully load the page. Once the page appears, click twice on the paragraph you want to edit. Highlight all of the text you want to edit or delete. Now, click the INSERT TEXT button in the column on the right. This will open up a new window entitled IMPORT TEXT. Copy your message from your word processor and Paste it into this window, then click on the INSERT TEXT button. Be patient and give the program time to load your new text. 
    
    When you are finished, be sure to select the SAVE PAGE 1 button at the bottom-right corner of the page to save your changes. 

• How do I select an alternate photograph with any of the articles?

  • From the CREATE NEWSLETTER page in your online account, choose to edit your desired page. Once the page has loaded in your browser, click once on the photograph you want to change. A gray outline around the photograph should appear, along with photo selections available in the right-hand column. To select a different photo, simply click twice on the new image in the right-hand column. Be patient and give the program a moment to load the new image.
    
    The photographs in our online library are all pre-sized and of the proper resolution for high-quality printing. However, you may choose to upload an image of your own. Instead of double-clicking on one of the photo selections, click the UPLOAD IMAGE button at the top of the right-hand column. This will open a new window with a file-upload utility that allows you to search your hard drive for the image file you want to use. Once you have your image selected, click on the SUBMIT button. Be patient as uploading files does take a few moments. Once the file is uploaded, it should appear in the page. Be sure to SAVE your page before you leave.

• How do I select an alternate article?

  • From the CREATE NEWSLETTER page in your online account, choose to edit your desired page. Once the page has loaded in your browser, click once on the article you want to change. A gray outline around the article should appear, along with alternate selections available in the right-hand column. To select a different article, simply click twice on the title in the right-hand column. Be patient and give the program a moment to load the new article. Be sure to SAVE your page before you leave.
    
    Notes: 
    1.)  Remember that the Page One article continues onto to Page Two, so that will change automatically. The photo selections will NOT change when you choose a new article, so you may want to review them at this time.
    2.) The INSIDE column paragraph will also automatically change to reflect your new article choice. Take a moment to review that as well.
    3.) Your Page Three article is designed to be a companion to the Page One topic. However, if you change the Page One article, the Page Three article will NOT automatically change. You may want to go in and select another appropriate article for Page Three at this time as well.

• How do I choose whether I want a Word Puzzler or a Self-Quiz on page two?

  • From the CREATE NEWSLETTER page in your online account, choose to edit page two. Once the page has loaded in your browser, click once in the Quiz/Puzzler area. A gray outline around the section should appear, along with alternate selections available in the right-hand column. To switch from quiz to puzzler (or vice versa), simply click twice on the new title in the right-hand column. Be patient and give the program a moment to load the new image.
    
    Note: Once you have selected either a Self-Quiz or a Word Puzzler, the system will remember your selection and all of your future newsletters will automatically build with a companion Quiz or Puzzler (whichever you chose last). You can go in and change this every month if you want, or leave your selection set to your preference. 

• How do I upload my own article to page three?

  • Before you upload your article, remember that ANY changes you make to page three will re-set the INSIDE column on page one to the default settings. So, we always recommend that you completely finish any work you want to do on page three -- whether changing the article, the photograph, uploading a new article, proofing, editing ... just make sure EVERYTHING on page three is finished first. THEN go to page one.
    
    It is VERY IMPORTANT that you compose your article first in a word processor such as MS Word. Proofread it, edit it and be sure to save it. Do not add formatting to your article. You may underline some words, but bold and italic will not be available in the online editing. Be sure to write a headline AND a short "teaser" paragraph to be used on the INSIDE column of page one that refers to this article.
    
    From the CREATE NEWSLETTER page, click the radio button for ADD YOUR OWN ARTICLE on page 3, then choose Edit Page Three. Be patient and allow the program to fully load the page. Once the page appears, click twice on the Headline. A gray outline should appear around the Headline box. Highlight the text and you may choose to type your headline directly into the box as this is a fairly short line. You will notice a significant delay between your keystrokes and the display. This is normal. 
    
    When you are finished typing in your headline, click twice on the article below. A gray outline should appear around the text area, and there should be one short line. Highlight that line with your mouse. Now, click the INSERT TEXT button in the column on the right. This will open up a new window entitled IMPORT TEXT. Copy your message from your word processor and Paste it into this window, then click on the INSERT TEXT button. Be patient and give the program time to load your new text. If your text does not fit exactly, you may click inside the text area and make additional edits. BE SURE TO CHANGE YOUR ORIGINAL COPY as well to reflect the changes you made online. This is very important. Should something happen during the editing process -- your internet connection is lost or there is a "glitch" in the system, you do not want to lose your edits. ALWAYS keep a back-up copy on your own hard drive. (This will also make it much easier to copy-fit your future articles.)
    
    When you are finished, be sure to select the SAVE PAGE 3 button at the bottom-right corner of the page to save your changes. You will then be taken to page one to edit the INSIDE column paragraph # 2 that refers to this article. Paste your paragraph and make sure it fits. Again, if you have to make any changes, be sure to repeat those changes on your own copy on your hard drive as well. 
    
    Later, when you are completely finished with your editing & customization, you will go to PROOF & FINALIZE your newsletter. If you find that you need to make ANY changes to this page 3 article (for typos or whatever), you will also be required to redo your paragraph on page one. This is why it is imperative to keep a copy of your FINAL work on your hard drive, so you can easily copy-and-paste again if necessary.
    
    Notes to help you prepare your custom article for page 3:
    1.) Word count = approximately 500
    2.) Characters = approximately 2,500
    3.) Sentences = approximately 25 fairly long sentences
    4.) Paragraphs = approximately nine
    5.) Headlines should be short and sweet, three or four words maximum
    6.) Be sure to include a byline at either the beginning or end of your article and a copyright statement at the end (e.g., Copyright © 2007 XYZ law firm)
    
    For your "teaser" paragraph in the INSIDE column on page one:
    1.) Characters = approximately 210
    2.) Words = approximately 40
    3.) Sentences = 2
    4.) Paragraphs = 1

• How do I upload my own photograph or graphic image to page three?

  • If you have submitted your own article to Page Three, you also may want to submit your own graphic image -- a photograph or a chart or graph.
    
    From the CREATE NEWSLETTER page in your online account, choose to edit Page Three. Once the page has loaded in your browser, click once on the photograph you want to change. A gray outline around the photograph should appear, along with photo selections available in the right-hand column. To select a different photo, simply click twice on the new image in the right-hand column. Be patient and give the program a moment to load the new image.
    
    The photographs in our online library are all pre-sized and of the proper resolution for high-quality printing. However, you may choose to upload an image of your own. Instead of double-clicking on one of the photo selections, click the UPLOAD IMAGE button at the top of the right-hand column. This will open a new window with a file-upload utility that allows you to search your hard drive for the image file you want to use. Once you have your image selected, click on the SUBMIT button. Be patient as uploading files does take a few moments. Once the file is uploaded, it should appear in the page. Be sure to SAVE your page before you leave.
    
    Notes to help you prepare your custom graphic for Page Three:
    1.) Be sure to use CMYK as your color mode. RGB colors will experience an unpredictable color shift that may or may not be pleasing to you in the final output.
    2.) Be sure the digital resolution is at least 300 dpi.
    3.) Final size should be 748 x 1059 pixels

• How do I change the Tips or Recipe on page three?

  • From the CREATE NEWSLETTER page in your online account, choose to edit page three. Once the page has loaded in your browser, click once in the Tip/Recipe area. A gray outline around the section should appear, along with alternate selections available in the right-hand column. Scroll down in the right-hand box to view all recipe and tip selections, then simply click twice on the new title in the right-hand column. Be patient and give the program a moment to load the new image.
    
    Note: Once you have selected either a Recipe or a Tip, the system will remember your selection and all of your future newsletters will automatically build with a companion Recipe or Tip (whichever you chose last). You can go in and change this every month if you want, or leave your selection set to your preference. 

• How do I change the Quotation selection on page four?

  • If you have uploaded a logo (from the My Profile page), then it will automatically appear on Page Four, in the upper left corner. If no logo is available, then the system will automatically load an appropriate quotation into this space. You may change this selection, or upload an alternative image of your choosing.
    
    To change the quotation, from the CREATE NEWSLETTER page in your online account, choose to edit page four. Once the page has loaded in your browser, click once in the quotation box area. A gray outline around the section should appear, along with alternate selections available in the right-hand column. Scroll down in the right-hand box to view the possible "authors", then simply click twice on the new one in the right-hand column. Be patient and give the program a moment to load the new image.
    
    To upload a new image, instead of double-clicking on one of the quotation selections, click the UPLOAD IMAGE button at the top of the right-hand column. This will open a new window with a file-upload utility that allows you to search your hard drive for the image file you want to use. Once you have your image selected, click on the SUBMIT button. Be patient as uploading files does take a few moments. Once the file is uploaded, it should appear in the page. Be sure to SAVE your page before you leave. (Note: if you upload an image here, it will NOT be available to you again for your next order. If you want to PERMANENTLY replace this quotation box with an alternate image, go to the MY PROFILE page and upload your new image as a LOGO. However, you must do this BEFORE you begin the CREATE NEWSLETTER process. So, if you have already done all of your customization and just now decided on a new image, go ahead and upload it on page 4, then ALSO upload it on your MY PROFILE page for future use.)

Managing Your Mailings

• How do I upload my mailing list?

  • For detailed instructions, please download Instructions for Uploading Your Mailing List

• How do I keep my mailing list up-to-date and current?

  • You can gain secure access your newsletter mailing list online 24/7. Once you are logged in, you can add or update addresses. If necessary, you can delete entire lists and upload new ones. 

    If your list is checked as ACTIVE, we will mail to all active members of that list. Be sure to UN-CHECK any lists that you do NOT want to mail to. You also may choose to DELETE any outdated lists, but remember this action cannot be undone. 

    To work on a list, click the List Name. This will open the list where you can edit or add names. We will only mail to names that are check marked ACTIVE. If you are not sure about a contact, you may want to leave them on your list, but simply un-check them. Un-checked names are not deleted, but we will not mail to them. 

    When you are ready to upload your list for the first time or use a new one a file upload utility will let you browse your hard drive for and upload a mailing list file. We accept three file formats: Microsoft Excel (.xls), Comma Delimited (.csv), or Tab Delimited (.txt). Note that the STATE field must be 2 characters in length. Mailing lists close for changes on the 5th day of the month prior to mailing. 

• Should I buy a mailing list for my newsletter? 

  • Sometimes it does make sense to purchase, or compile, a targeted mailing list. For example, you may want to purchase a list of business owners in your area to do a one-time, or even periodic, mailing. Use the editorial calendar to guide your planning and send the issue geared to business owners to your purchased list. Follow up with a ready-to-print brochure, Business Owner Blues ... and then an invitation to a workshop on Saving the Family Business. These are also great lead-ins to offer the Estate Protection Plan. You also could compile a list using the membership directory of your local Chamber of Commerce, or even the Yellow Pages. There are lots of resources to purchase targeted lists, so be sure to contact us for guidance. Call James at 1-877-352-2021, ext. 0 for help selecting a list.

Tips to GET GREAT Results 

• Maintain Your Mailing List

  • The mailing list is one of the most important aspects of any direct-mail marketing campaign, including newsletters. Making sure it is accurate and up-to-date will improve the effectiveness of your campaign. Log in to your account for secure access to your mailing list online, 24/7. 
    
    Here are some tips to get the most out of your mailing:
    
    1.) ADD people regularly. Everyone who attends your workshop, visits your website, or schedules an initial consultation should be added to your mailing list. If you are meeting people, your mailing list should be growing. Don't forget to include the people you meet through personal networking. Gather business cards and enter those names to your mailing list. These are all sources of new business and referrals. You are already absorbing the major cost of your newsletter marketing, adding a few more names is NOT a major investment. It will only increase your monthly cost by a few dollars -- are you really worried about $5 or $6 a month? If so, then better to skip the Starbucks a couple of mornings than to cheat yourself on your marketing! 
    
    2.) UPDATE names and addresses. People move. People die. People get married. Assign someone in your office the task of updating your in-house database and your newsletter mailing list. We know it happens, but it's very embarrassing to send a newsletter to Mr. and Mrs. John Doe, when John died last month AND you handled the closing of the estate!
    
    3.) PROOFREAD your mailing list for ACCURACY. Remember, the newsletter is supposed to help you build relationships and show people you are thinking about them. And people are funny about their names. We all want our name spelled right. 
    
    4.) CULL your list regularly. Yes, you also will need to delete names from time to time. You may discover that referral source is just not someone you want to work with, the prospect who seemed so interested at the workshop has hired someone else -- or moved away. Delete the "dead weight" and make room for new prospects.

• Change Your Message Frequently

  • The message area on Page Four is the "prime real estate" of your newsletter. It travels on the OUTSIDE of your newsletter when mailed, and is the first thing your reader sees after checking the address (research shows that recipients check their own address first, then flip the mailing piece to see what else is on the outside). DON'T WASTE THIS OPPORTUNITY. Even if your readers never open the newsletter, they will see this page. After they read it, and set it aside -- it will fold naturally back together and this page will most likely be on top! If you never change the message, people will quit reading it. They will glance and see it is the same and move on. If the message changes every month, particularly if the message is valuable -- interesting, important or funny -- they will get into the habit of reading it. If it tells a bit about you on a personal level, particularly if it is humorous, they will look FORWARD to reading about it ... and develop the sense that they know you. This is good marketing!
    
    Make it a habit to go online and update your message every month. It's only 250 words. You can do it! You'll be surprised at how effective this can be!

• Consider Changing Your Photo 

  • That formal portrait you had done is wonderful -- but not really very warm, and certainly not all that interesting -- especially if it's the same every month. Consider mixing it up from time-to-time. If you want to keep a more "formal" feel to your newsletter, alternate formal portraits of various staff members, partners or associates -- include a bit about who they are and what they do in your message. This helps people feel more comfortable about calling or scheduling appointments because they feel like they know everyone. 
    
    If you really want to get your readers involved, however, consider changing things up by using photographs of yourself in non-office environments. Did you go fishing over the weekend? Use a photograph of yourself with your big catch? A trip to Europe? Did your son graduate from high school? or college? People read these "human interest" stories and will develop a closer sense of relationship -- and bond -- with you as they read them.
    
    Finally, you might even consider using photographs of your clients (with their permission of course!) and a testimonial or case study of how you solved their problems in the message area.
    
    All of these are powerful marketing tools available to you at NO EXTRA CHARGE when you purchase SELECT newsletters. Put them to work and get more for your money!

• Write Targeted Articles for Page Three

  • Writing your own article for Page Three is a GREAT way to get more for your marketing dollars. Some ideas to make this space really pay off for you --
    
    1.) Cross-Sell Other Services. If you, or members of your firm, practice in other areas of law, use this space to let your readers know. Even if you do focus your practice exclusively in estate planning, you may want to use this space to highlight various aspects unique to your firm -- just as trust funding, client maintenance programs, client workshops, or probate administration. 
    
    2.) Localize the Story. This is a great old reporter's technique. Take a national story or issue, and give it a local slant. This makes it more interesting and relevant to the reader. You could even take one of our archived articles and re-write it to give it a more local feeling.
    
    3.) Tell Your Own Story. Write about your firm, a case study, or focus on a specific client (always get permission first!). Some of your clients would be DELIGHTED to see their photograph and read their story in your newsletter (others would be mortified ... focus on the ones who would be delighted!). Showcase a new staff member, your new location or your old partner (who is retiring). Promote an upcoming workshop. Write about your website and why readers should visit.
    
    4.) Write Client Alerts. Whenever there is news that affects your clients, particularly their investments or estate planning, use this space to inform and advise your clients. Always encourage your clients to share this information with others, and when appropriate, to consult with you to review their plans in light of the new development.

• Help Readers Relate to Your Message by Selecting Appropriate Photos 

  • Did you know that you can select alternative photographs for any story in the newsletter? You also can upload your own photographs. This is particularly powerful if you serve a niche demographic. For example, if you practice in an area that is primarily Asian, Latino, or gay your marketing message will be much better received, and much more powerful, if the photographs include people who look like the people you serve. Furthermore, it would be a MISTAKE to ignore your market demographics and routinely send messages that indicate estate planning is for "someone else."

• Whisper Your Personal Message Into the INSIDE Column on Page One

  • Did you know you also can "whisper" a message onto Page One in the INSIDE column. This column contains two editable paragraphs that serve as "teasers" for the articles on pages one and three. This is a great chance for you to "whisper" a personal message -- give YOUR take on the articles, or just add a few lines to make the message more relevant, or more personal, for your readers.

• Enlist the Power of BRANDING

  • By all means, we encourage you to use a custom mast head and select a color palette to coordinate with all of your marketing materials. If you do not have a firm brand image, we can help you create one. For a one-time fee we can create a custom mast head from your logo (or we can create a logo for you if necessary). Newsletters are very powerful branding tools, they help you build brand awareness & recognition, and a positive brand attitude. Use your newsletter to build brand equity that you can then "spend" to energize all of your marketing efforts. A powerful brand will increase attendance at workshops, garner more professional referrals, bolster your fee schedule, and improve your closing ratio with new prospects.

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