Hi, I’m Michael Scott, the founder of WordScotts.com. We specialize in email newsletter copywriting and consulting exclusively for professional service businesses.

In this brief video, I’ll discuss the powerful impact email newsletters can have for small HR consulting firms—specifically those with ten or fewer staff members.

HR consulting firms have specific needs that can be effectively addressed through well-crafted email newsletters. These newsletters can serve as a powerful tool to engage clients, demonstrate expertise, and build long-term relationships.

Here’s how email newsletters can address the specific needs of HR Consulting businesses:

Utilizing Email Newsletters as an Effective Marketing Device to Always Stay Front-of-Mind with Clients and Prospective Clients

HR consulting services may be engaged for specific projects or challenges, with gaps between engagements.

Regular newsletters keep the consultant visible, making it more likely they will be contacted for future HR needs.

Utilizing Email Newsletters to Manage Expectations Around Intangible Outcomes

The success of HR strategies is often seen in employee satisfaction and company culture over time.

HR consultants can use newsletters to share case studies, employee engagement tips, and updates on HR trends, helping clients see the long-term benefits of effective HR management.

Differentiating Your Business from Those of Your Competitors

HR consulting firms often offer similar services, making it difficult for companies to differentiate between them.

HR consultants can use newsletters to highlight their approach to solving HR challenges, share success stories, and provide tips for improving workplace culture. This inside look helps companies see the firm’s unique value, such as expertise in diversity and inclusion or a focus on employee engagement.

Using Newsletters as a 24/7 Potential Referral Device

HR consultants rely on referrals from satisfied clients to secure new engagements.

A newsletter that offers HR management tips, shares success stories from consulting projects, and provides insights into HR trends can be forwarded by clients to other organizations. This sharing acts as a referral, helping the consultant attract new clients.

Maximizing Efficiency: Just One Hour of Your Time Per Month for Full Email Newsletter Production and Delivery

Efficient communication with clients about HR trends and best practices with minimal time spent on content creation.

Leveraging email newsletters to maximize efficiency, requiring just one hour per month to ensure professional production and timely delivery to your entire client list.

Keeping Clients Informed of HR Trends and Best Practices

HR consulting businesses need to keep their clients informed about the latest HR trends, regulations, and best practices.

Regular updates on HR trends, changes in labor laws, and best practices for talent management, employee engagement, and organizational development. This can include expert insights, analysis of new regulations, and tips for implementation.

Demonstrating Expertise and Thought Leadership

Establishing and maintaining credibility as experts in the HR field is critical for HR consulting firms.

Thought leadership articles, whitepapers, and case studies that showcase the firm’s expertise. Sharing success stories, client testimonials, and detailed breakdowns of how specific HR challenges were overcome can reinforce the firm’s authority in the industry.

Client Education on HR Tools and Technologies

Clients often need guidance on how to effectively use HR tools and technologies, such as HR management software, applicant tracking systems, and employee engagement platforms.

Tutorials, how-to guides, and product reviews that help clients understand and maximize the use of HR tools and technologies. Highlighting new features or updates to popular HR software can also keep clients informed and empowered.

Supporting Regulatory Compliance

Ensuring that clients stay compliant with labor laws, data protection regulations, and industry standards is a significant aspect of HR consulting.

Compliance checklists, updates on regulatory changes, and actionable advice on how to stay compliant. Sharing insights on how upcoming legal changes may impact clients and what steps they should take can be particularly valuable.

Promoting HR Services and Solutions

HR consulting businesses need to continuously promote their services, such as training programs, employee assessments, and policy development.

Highlighting specific HR services, upcoming workshops, or new consulting packages. Offering special promotions or discounts through the newsletter can also drive engagement and encourage clients to take action.

Engaging Clients with Industry Insights

Keeping clients engaged by offering valuable, relevant content that resonates with their current challenges and needs.

Industry insights, market analysis, and predictions that are directly relevant to the client’s business. For example, discussing the impact of remote work trends on employee retention or how to adapt HR strategies in a post-pandemic world.

Facilitating Ongoing Client Relationships

Building and maintaining strong, ongoing relationships with clients is crucial for HR consulting businesses.

Personal touches, such as a message from the CEO or personalized content based on the client’s industry or previous interactions with the firm. Offering opportunities for direct feedback or inviting clients to participate in webinars or virtual events can also strengthen relationships.

Providing Resources for HR Challenges

Clients often face specific HR challenges and look to their consulting firm for solutions.

Providing resources such as HR toolkits, downloadable templates, and FAQs that address common HR challenges. For example, offering a guide on how to handle employee grievances or a template for performance review forms can be very helpful.

Driving Traffic to the Company’s Website and Other Platforms

HR consulting businesses need to drive traffic to their website, blog, or other digital platforms to increase visibility and generate leads.

Including links to blog posts, case studies, or resources on the company’s website. Featuring excerpts of longer articles with a "read more" link can encourage clients to visit the website for further information.

Building a Community of HR Professionals

HR consulting businesses benefit from building a community of engaged HR professionals and clients who share insights and best practices.

Creating a space for discussion by including a section for client stories, HR challenges, or success tips. Encouraging clients to share their experiences and questions can foster a sense of community and position the consulting firm as a central hub for HR knowledge.

Showcasing Industry Partnerships and Certifications

Demonstrating partnerships with industry leaders or certifications can add credibility and attract new clients.

Featuring information about partnerships with HR software providers, certifications held by the firm’s consultants, or collaborations with industry associations. Highlighting these can reassure clients of the firm’s expertise and industry standing.

By addressing these needs through targeted, well-crafted email newsletters, HR Consulting businesses can enhance their client relationships, demonstrate their value, and stay top-of-mind for their clients, ultimately driving business growth.

At WordScotts.com, we handle the entire newsletter production process—from initial content brainstorming all the way through to the published newsletter delivery into your clients’ inboxes.

Here’s how our monthly service works:

Effortless Planning: Each month, we’ll have a concise one-hour meeting to plan the next newsletter. This meeting allows us to align on content ideas and ensure we’re addressing your firm’s specific needs.

Seamless Production: Over the next three weeks, my team and I will craft the newsletter, ensuring it’s polished and ready for your audience. You’ll receive a draft by the start of the second week, followed by a revision, if needed, by the end of that week. If further adjustments are needed, a final version will be provided in the third week—giving you a full week to review before publication.

Time Efficiency: While your time investment may be slightly higher during the first couple of months (approximately two hours per month), the process will become increasingly streamlined as we work together.

In terms of fees, our monthly service requires a minimum investment of USD$2,000 and can be canceled by either party at any time.

If you don’t currently have a monthly email newsletter program in place, or if your existing program isn’t delivering the results you want, I encourage you to schedule a 20-minute Zoom meeting with me, or one of the other WordScotts, using the button below. Let’s explore whether we’re the right fit to collaborate on elevating your client communications.

I look forward to connecting with you soon.