Stop Renting Your Audience | Marketing Resolution #2

📧 In this episode of Law Firm Marketing Minute, Danny Decker continues the New Year marketing series with Marketing Resolution #2 and explains why your email list is the most valuable marketing asset your law firm can own. Danny breaks down why relying only on platforms like Google and social media puts your firm at risk, and why growing a targeted email list gives you control, stability, and long-term leverage. He also shares practical ways solo and small law firms can grow their email list in 2026 using simple lead magnets like checklists, webinars, and guides that attract the right prospects and nurture them over time.

📌 Key Takeaways:

• Why your email list is an asset you own, not rent
• How growing a targeted email list protects your firm from platform changes
• Simple lead magnet ideas law firms can use to grow their list in 2026

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Chapters

• 0:00 Why Email Beats Algorithms
• 0:21 Build An Owned Audience
• 0:58 What Makes A List Valuable
• 1:23 Lead Magnet Ideas That Convert
• 1:56 2026 Resolution And Resources

Transcript

SPEAKER_01: 0:00

Marketing resolutions for your law firm part two. Grow your email list. I really believe that for most law firms, and really most businesses, but hey, we're talking to law firms here. Email marketing is totally underused, and most business owners, most law firm owners don't think enough and don't put enough effort into growing their email list. You own your email list, right? Think of think of the difference between renting and buying. When you are marketing and getting all of your leads from Google or from Facebook or from ChatGPT or from LinkedIn, you are at the mercy of their platform. If something changes, if Facebook goes away, or if Facebook decides that law firms can't advertise anymore, or if Google changes their algorithm and you are completely dependent on that platform which you don't directly control, you are in a really bad spot. Okay. So listen, I'm not saying don't use those platforms, but what I am saying is you also need to be building your own email list, okay? Because you have control, right? And when you build an email list, especially if it's it's a targeted list of people that are in your geographic area, uh, that can afford your services, that have an interest in your services, that is an asset that you can go back to time and time again. You nurture that list, maybe you invite them to a webinar, maybe you run a special offer or promotion. Building your email list gives you it's just a really valuable marketing asset. My favorite way to build an email list is with a lead magnet. So this is a piece of content that you create. It can be a webinar, it can be a checklist, it can be an ebook, it can be a white paper, and you give it away for free, but you capture their contact information in the process. You know, we we work with family law attorneys all the time. Uh, a lead magnet along the lines of like five steps to prepare for divorce, eight steps to prepare for divorce works really well. You get people who are in that sort of research stage, maybe they're thinking about divorce, they're not ready to move forward yet. You capture their information, you put them in your email list, you nurture them, you give them valuable content. Over time, this grows, becomes a really valuable asset for your law firm. So please, in 2026, make it a focus to grow your email list. You will be very glad that you did.

SPEAKER_00: 2:12

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