Differentiating yourself in the marketplace is a challenge every estate attorney faces. One that is becoming increasingly vital to your future financial health. And estate attorneys are not the only ones facing this challenge.
Last week, Advertising Age, the leading journal for marketers & advertising professionals, addressed the growing necessity of carefully targeted messages in an article entitled, Today's Niche Marketing is All About Narrow, Not Small. They say the market is mandating messages that appeal to consumers' self-interests: "The evolution of our mature marketplace, along with the technology that allows consumers to be in control, has created a seismic shift from one-size-fits-all mass markets to millions of markets of self-interest." (June 4, 2007)
The key concept for us to take from that statement is the idea of Markets of Self-Interest.
How does this concept apply to marketing your
estate planning practice?
Your marketing messages MUST focus on the unique needs and interests of your
clients -- or your "target audience". In simple terms, it's no longer
enough to tell prospective clients or referral sources about yourself. This is
"me, too" marketing -- weak and ineffective. Powerful marketing is
relevant to the needs, wants and desires of the audience. Remember, clients do
not want revocable living trusts, skilled or even caring attorneys; they do not
even want a "comprehensive" estate plan.
Clients want to have their unique needs addressed, their unique problems solved.
Which is why your marketing message should be targeted to UNIQUE CLIENT NEEDS.
This strategy of narrowly targeting your message is not a new one, but, as Advertising Age points out, "today, technology encourages and enables it. Marketers are ... able to micro-target messages and interactively engage consumers with a whole new level of intimacy and frequency."
Yes, technology is the engine that powers micro-targeted messages. Digital technology to be precise. Now you can have an entire library of personalized brochures, targeting unique client needs, digitally stored and ready to print-on-demand. With this library, you will be ready to address almost any estate planning issue, target your message to prospective clients and professional advisors -- and never have to worry about printing and storing hundreds of brochures in your office again.
These brochures fold to fit into a standard #10 business envelope.
Consider this scenario. An advisor calls to refer a prospective new client to your office. Let's say the prospective client is a business owner. "Me, too" marketing involves mailing a welcoming letter, a map to the office, perhaps your client questionnaire, and maybe a firm brochure. Niche marketing, however, differentiates your firm by addressing the client's needs -- right from the start. Print one copy of "Business Owner Blues," which addresses the unique estate planning challenges of business owners. In addition to talking directly to your prospective client's needs, your brochure is personalized with
- Your name,
- Full color photo or logo,
- Contact information,
- 4-line mission statement, and
- Personal message of up to 150 words.
What does Advertising Age say about the effectiveness of this niche approach?
Offerings that resonate with the target ... create a loyal customer base with all the benefits: more predictable revenue streams, lifetime value and word-of-mouth advocacy on your behalf (read: referrals).
Wow! Talk about power! Your message resonates with your prospective client because it focuses on THEM, their needs, wants and desires ... NOT on your firm's capabilities, and NOT on documents. At this point in the marketing cycle, they don't need to understand a revocable living trust. They need to know that you understand their problem.
Let me give you this tip, too. Your message will stand out even more because no one else is doing this. Why not? Because, until now, it was just too expensive to create, print, store and update a comprehensive library of issue-specific brochures. No one wanted to spend the money to print up even 500 brochures on EACH relevant topic ... primarily for fear they would sit on a shelf and become dusty, dog-eared and outdated.
This month, we are encouraging you to invest in niche marketing by offering a $500 discount on the entire 11-title library of motivational, ready-to-print brochures. Purchase the complete library, we will personalize them and send you 11 Adobe Acrobat files, suitable for digital on-demand printing. The real POWER of this marketing strategy is in your ability to TARGET your message Markets of Self-Interest.
SPECIAL PROMOTIONAL PRICING NOW THROUGH JUNE
25, 2007 ONLY!
All 11 titles for $995 total (set up fee is waived during this promotion, but
after your purchase, you will be directed to an online form to submit your
personalization. You
can preview that form here.)
Click
Here for complete list of titles, samples and ordering information.
This $995 special pricing applies to our standard library of personalized
brochures.
However, we are ALSO offering a special introductory price through June 25th on the new SELECT brochure library, which incorporates your firm branding into the design of each brochure. Now you can customize your brochure library to reinforce your firm's Brand using your logo and color scheme. Your SELECT brochures can now coordinate with your firm's website and SELECT newsletter for a truly professional -- and powerful -- marketing statement.
Special Introductory Pricing SAVE $1,000 NOW
through June 25, 2007 on the complete 11-Title Library!
Order THE COMPLETE LIBRARY, fully customized, for only $1,220!
Click Here for complete list of titles, samples and ordering information
Or call us toll-free at 1-877-352-2021. We look forward to visiting with you about this powerful niche marketing strategy.
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