Not all of your writing goes to the courts or the web. No matter what your practice area, eventually you will have to write a letter to your client. So take the time to make them effective and add quality to your customer experience.
1. Break the Mold
Yes, it is simple to use a form-based “enclosed herewith” letter to quickly shoot a copy of something out to your client. But if you don’t put any thought into your cover letter then neither will your client. Later on, when you are actually trying to communicate something important they will be less likely to read what you write and an essential connection will be lost.
Instead, take 10 minutes to explain what the document is and why they are receiving it, even if you already talked to them about it. That way, they will see that what you are sending has value and they will be more likely to read on in the future.
2. Speak Their Language
Not every client needs the same level of explanation and involvement. If you represent busy, high-end business owners, then be succinct and use elaborate business lingo. But be careful not to use that same language with your mom-and-pop clients. Get to know your client’s style of communication and meet them on their level, even if it means explaining the legalese or taking the time to break things down more than you would for higher paying clients. You will build client loyalty and improve the chances they will come back to you the next time they need legal services.
3. Be Direct
Don’t assume your clients will take the time to read every word you put on the page. If there is something you need a client to do, say so explicitly and give a deadline, even if it is arbitrary. For less sophisticated clients, set it off in bold with plenty of white space around it. If the instructions are complicated, consider using headings or numbered lists to make them easier to follow. Your client will appreciate you making it simple for them.
How you communicate with your clients can go a long way to improving their loyalty and make them more likely to return with repeat business and refer friends and family. By taking a little extra time to tailor letters to each client’s communication style and needs, you can improve customer experience and build more business.
Lisa Schmidt is a ghost writer for Legal Linguist. She helps lawyers break habits taught in law school and write briefs and web content clearly and in a way that attracts new business. If you or someone you know needs help revising your writing strategies, contact Legal Linguist for a meeting today.