The July issue of Quill & Column Marketing Newsletter is available online now.
Another High-End Branding Solution with SELECT® Newsletters! When Peter Casey contacted us about his marketing, he wanted to differentiate himself and his (estate planning & elder law) practice in the marketplace. Peter is a member of the National Association of Elder Law Attorneys (NAELA) and the Georgia Elder Care Network. These are all things you can learn about him from his website. But there is something very special about Peter that you might have missed, before we created his SELECT newsletter: When he is not practicing law, you can find Peter in the NorthGeorgia Mountains fly-fishing for trout! READ MORE ONLINE
Marketing Workshop Sept. 17 & 18, Kansas City
MARKETING WITH INTEGRITY - How to Profit without Losing IT! We know you have many opportunities to learn more about legal strategies, and sometimes you can “piggy-back” some marketing education before or after those workshops. But what good will it do for you to learn the latest and greatest legal strategy for serving say, mid-tier clients, if you do not have a reasonably steady stream of mid-tier clients scheduling appointments with you? The answer is it will do you no good at all. The world’s greatest document system, or the world’s most comprehensive legal education – neither of them will do you any good at all unless you have a system in place to acquire new clients. This workshop is unlike any other you may be considering for your practice development. READ MORE ONLINE
Are You Missing Half the market? Traditional marketing for estate attorneys focuses on building strong alliances with allied professionals to build a stream of referrals. This is a time-proven strategy. Learning to do this exceptionally well -- better than your peers -- is key to practice development success. However, there is another aspect of marketing that should be catching your attention. If not, you are effectively cutting yourself out of approximately half of the estate planning market. Consider the single largest, fastest-growing sector of the financial market: The Mass Affluent, defined as those with investable assets between $100,000 and $1 million. Investable assets include savings, checking, money market accounts, certificates of deposit, mutual funds and real estate other than a primary dwelling; excludes primary home and qualified retirement accounts. This large, and rapidly growing market sector is important to your estate planning practice for a number of reasons, including the fact that they have significant estate planning needs, are sophisticated consumers who demand integrity in their advisors, and they have liquid assets with which to pay for your services (remember, we are talking about up to $1 million in investable assets, exclusive of retirement plans and primary residences). READ MORE ONLINE
SAVVY MARKETERS PRACTICE NICHE CRAFT 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. Recently, 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. READ MORE ONLINE
Join Us at The Southern California Tax & Estate Planning Forum Join us Thursday through Saturday at the Manchester Grand Hyatt hotel in sunny San Diego for the 27th Annual Southern California Tax & Estate Planning Forum. James and Jennifer will be manning the Integrity Marketing Solutions booth with samples of all of marketing materials, including those you see highlighted in this newsletter. We look forward to seeing you there! READ MORE ONLINE