When Virginia Beach Personal Injury Attorney, Jon Montagna, first launched his law firm’s newsletter, he wasn’t sure what to expect.
“I was very suspect about newsletters,” he admitted. “But you made me a believer. Data mining your own client base has definitely been the best result we’ve had. Biggest bang for your dollar, for sure”
What started as a quarterly piece has quickly become one of his firm’s most reliable marketing channels, even more than billboard, radio, or TV.
He sends the newsletter both by email and mail. It keeps his name top of mind, and the results show.
“We see more calls coming in when we send the newsletter than even a digital marketing blitz does,” Jon shared. “It generates more calls from my client base. There’s less noise. It shows up in your mailbox by itself. It’s attractive, it’s colorful, it’s not a bill.”
The numbers back him up. When he emails his newsletter, his open rate hovers around 35%, strong by industry standards, and referrals keep flowing in.
But the most powerful story isn’t in the metrics. It’s in the ripple effect one client created.
“I have one lady who got the newsletter and thought it was great. She called me, and then she literally started sending every single friend and family member she had to me. They got on the mailing list, they got newsletters, and they started sending people. If you drew a tree, she’s the trunk, and all these branches have come off from her. Each branch makes more branches. It’s just a better way to grow the business”
The impact goes beyond referrals. Former clients have reconnected after realizing through the newsletter that Jon’s firm handles practice areas they never knew about.
“Old clients were like, oh, I didn’t realize you guys did X, Y, or Z,” Jon said. That education has turned into fresh case opportunities across family law, social security, and personal injury.
What is the secret that compels his clients to tell others about his newsletter?
“My clients love me, I have great relationships with them. I make people calm and relaxed. It’s no secret at all”
Here is his message lawyers:
“All attorneys essentially do the same legal work, but it’s your bedside manner that wins the day and gets the return business..whether in person, through direct mail, or through email.”
The takeaway? Don’t underestimate the compounding power of showing up, being consistent, and being yourself.
A single client, one tree, can turn into a forest when you give them something real to tell others about.
