Motivation is Key

Motivation: The Key to Successful Marketing

Motivation is fundamental to successful marketing. In a nutshell, effective marketing is simply the communication process that motivates the appropriate people to take the appropriate action. Motivating the appropriate people to take the appropriate action is a practice challenge you must meet for today, and for all of the tomorrows of your professional career.

The Appropriate People

In approaching this challenge, we must first define -- for each practice -- the people who comprise the target market; the appropriate people, if you will. In any given practice, regardless the geography, there are three components to the target market: clients, prospects and referral sources. I don't care whether you serve mid-tier clients, high-net-worth clients, or mom & pop business owners, your market is comprised of clients, prospects and referral sources.

The Appropriate Action

Realizing that your target market is really three target markets, what then would we define as appropriate action in relation to each?

• Clients -- It is appropriate for clients to properly fund their estate plans, to routinely review and update those plans, to inform the significant players in those plans of their responsibilities, and to make referrals to their friends, family members, and acquaintances.
• Prospects-- It is appropriate for prospective clients to become aware of the need for proper estate planning, to schedule appointments with you to explore their options, to move forward to implement recommendations, and then to become clients and exhibit the appropriate behavior of a client.
• Referral Sources -- It is appropriate for professional advisors to educate their clients about the needs for estate planning, to encourage their clients to explore their legal options, to support and participate in the planning process, and to make referrals to your practice of prospects who are in need of your legal services.

Motivation Through Marketing

To coin a phrase, we hold these truths to be self-evident. Unfortunately, our clients, prospects and referral sources are not always so highly enlightened. Many attorneys point out that motivating prospects (and referral sources) to move forward with estate planning is their greatest challenge. They cite increased competition from "low-price" attorneys, reduced concern over federal estate taxes, and the general state of the economy as de-motivating factors

Motivating clients, prospects and referral sources with honest messages that lead them to take appropriate action is the fundamental goal of effective marketing

Making it Happen

Now you can use a simple, affordable marketing tool to present your practice, and your planning recommendations in such a way that clients, prospects and referral sources move quickly to take the appropriate action ... and eliminate price objections and procrastination Take control of your marketing with Ready-to-Print Motivational Brochures! These brochures invite readers inside, hold their interest with relevant content, and motivate them to seek counsel. Most importantly, however, they are written to motivate clients, prospects and referral sources! Each of the ten topics focuses on estate planning challenges -- not DOCUMENTS -- helping professional advisors spot potential estate planning referrals, while motivating clients and prospects to move forward with their planning objectives to solve specific problems.

As an added bonus, they are AFFORDABLE & CONVENIENT. Pay once for the file, then print as many -- or as few -- as you need, when you need them. Preparing for an initial consultation with a business owner? Print one copy of "Business Owner Blues," and send it along with your pre-appointment package. Have you been asked to speak to a group of business owners? Upload your file to an online printer for 100 or more -- printed, folded and delivered to your door in three days or less!

For more information, or to order online, visit our website http://www.imslegalmarketing.com/Brochures/brochures.htm

Comments

[panasianbiz]

This is a terrific post, Jennifer, clear and focused and easy to understand, especially for those of us who are novices when it comes to marketing! I especially appreciated your definition of the fundamental goal of effective marketing, with your emphasis on an "honest message."