Newsletters that Build Trust and Get Referrals

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.

Six Issues Instead of Twelve
We plan for SIX issues of a 4-page newsletter. We’ve found that six issues a year (every other month) is more budget-friendly, and just as effective as 12 issues a year. No burn-out and no scheduling challenges.

Premiere Issue
Your first issue is a special evergreen edition with strategic content. Use it in place of a practice brochure, as part of a Shock & Awe package, welcome kit, or a give-away at events and speaking engagements.

Postcard Newsletter
Our exclusive 100% done-for-you Postcard Newsletter keeps the rhythm of a nurture marketing effort without extra work. It’s a postcard that acts like a newsletter for the in-between months.

Mailing List Scrubbed
We run your mailing list through the US Postal Service CASS and NCOA data processing to update addresses, correct errors, and remove duplicates. We then mail out a low cost test campaign to further scrub your list.

Content Concierge Program**
If writing is your biggest hurdle, the Content Concierge Program solves that by repurposing what you already have—or writing fresh content in your voice. No canned filler. Just emotionally intelligent, story-driven content that works.

The Repoz
Newsletter clients receive exclusive access to the Zine Article Repository (the Repoz) where you can select from a variety of quality content and articles to include in their newsletters. From recipes to puzzles to relevant and engaging content, you can add articles as-is, or customize them to fit your style and message.

Advisory and Consultation
We partner with our clients to create a marketing asset, not just a direct mail piece. This includes providing guidance on content, engagement, offers, mailing, list building, postage, and more.

Marketing Strategy Review
Every issue reviewed by our marketing team to ensure sound marketing principles are incorporated for generating leads, referrals, and cases.

Quarterly Strategy Call
Periodic calls with Zine marketing experts to review and optimize the overall newsletter marketing to improve results.

Workflow Support
We understand the challenges of getting a newsletter done along side all of the other work you have to do. We will support your workflow to maximize your time and efficiency. This includes a 12-month planning calendar to help you set aside time for ideas and writing, friendly email reminders on due dates, checklists to ensure your content is on point, and weekly or bi-weekly check-ins on demand.

Beautiful Custom Design and Professional Layout
How you show up matters. The final product is a 4-page professionally designed layout that matches our client’s brand style and tone, including images and graphics.

All-in-One Printing and Mailing
We take care of the printing and mailing to streamline the process and ensure the results meet our high quality standards.

Office Copies
25 copies mailed to your office at no charge.

Test Mailing Campaign**
We design, print, and mail a postcard to “test” your list for integrity before you send the first issue of your newsletter.

60-Minute Brand Discovery Call**
We will review and identify your target market, your ideal client, your offers, your brand look and tone, and more to tighten your marketing message for compelling, purpose-driven newsletter.

Online Format for Emailing**
An html formatted file for use in email apps with links to a 3D readable version of the newsletter.

Foreign Language Newsletter**
An exact replica of the English version of the newsletter translated to Spanish, which also includes an online format for emailing the newsletter.