Integrity Marketing

The Three Marketing Basics -- Get These or Get Nothing

Posted by Jennifer Campbell Goddard, CEO
INTEGRITY MARKETING SOLUTIONS

I recently was called upon to advise a company on marketing a new service, which they want to launch at an upcoming international conference. While questions flew about booth space, banners, QR codes and special offers ... I noticed the fundamentals were missing. We could have talked for weeks about strategy and tactics, but until we answered these fundamental questions, we really could do nothing to ensure a successful launch.

Marketing comes down to three basic questions:

1. What are you selling?
2. Who wants / needs it?
3. Why should they buy it (from you)?

I first realized these fundamental questions had not been answered when we started talking about a simple flyer. I believe the flyer made perfect sense to them, because they had been working on this project, in this company, for a long time. But as an outsider -- like their prospective buyers -- the flyer made no sense to me at all. There was a map of the world, the company's name, and a list of markets covered by the service. Honestly, I had no idea what they were selling, why I would want it, or even how to buy it.

I asked them to re-think the flyer, and the entire campaign, with a more focused marketing approach.

1. What are you selling?
   Give your prospects a brief description, in consumer terms, of your product or service. This is the message that will pre-qualify your prospects. Are you selling books or bedroom slippers? Be clear and concise. And honestly, at this point, I don't want to hear that you are selling "peace of mind." That may become a selling message at some point in the campaign, but first let's define exactly what you are selling. For example, are you selling Medicaid crisis planning, general estate planning, business succession planning, or advanced asset protection? Concisely define your product or service, in terms your prospective buyers can understand and relate to.
   
   
2. Who wants or needs it?
   Do not reply "everyone." Put yourself in the buyer's shoes and carefully define who truly wants or needs your service. For whom will your product or service solve a need or fulfill a desire? This is your target market. Your clear, detailed answers to this question should guide your marketing professionals in dozens of tactical decisions -- from color choices to media placement.
   
   
3. Why should they buy it (from you)?
   Yes, I know that is really two questions, but they are so intertwined that I thought I could sneak one past you. In today's marketplace, your prospective buyers are inundated with marketing messages that can be very confusing. It's tough to make a buying decision -- and the more expensive and complex the product or service, the more difficult the decision. Estate planning and elder law are tough markets because your service is both expensive and complex. Add to this the substantial risk involved -- a bad decision carries a severe personal impact, much more so than choosing the wrong paint color for the living room (though sometimes we think people put more thought into choosing paint colors than attorneys ...)
   
   Help your prospective buyers make good decisions, help them choose you. Assure them that your product or service will, in fact, solve their needs and meet their desires. Let them know that there is a path from their current difficulty to a future resolution.
   
   Then show the benefits of working with you and your firm. In today's market, it's important to focus on convenience, time-savings, value and quality assurance.
   
   And above all, make it easy for them to do business with you. Tell them specifically what action to take -- do you want them to call for an appointment? Attend a workshop? Visit your website? Don't be coy, give clear, concise directions about what action your prospective buyer should take next.

The truth is that marketing is not so much about websites, social media, QR codes, or direct mail -- those are tactics that professionals may employ to help meet your marketing goals. You do not need to master all of these tactics unless you are planning a career as a marketing professional. We know these tactics very well, and learn new ones almost daily. But none of these tactics can ensure your success if you have not mastered the three basics. Get these, or get nothing.

Five Marketing "Check-Ins" to Ponder

Roslyn Drotar - Strategic Planning
INTEGRITY MARKETING SOLUTIONS

Let’s do a "check-in" on your practice marketing. Are you consistent? Are you on task? Either way, here are five things to ponder regarding marketing and your practice.

1. Network, network, network. Never stop developing relationships with your referral sources and clients. Some marketing experts now believe that it takes up to 11 touches to solidify a relationship. Continue to make the time to network with your professional referral sources, existing clients and new prospects.

2. Offer or accept to speak. You can speak at the local college, community college or like venue. Let people know what you do and how you can help. If you get an invitation to speak, jump on it. Even a short seminar can generate leads and grow your business. Do something in your community to attract clients and referral sources if you don’t already have your pipeline filled.

3. Always assess your marketing plan. Make sure it’s consistent with your practice model. Do an evaluation of the progress your making and stay committed to your plan. Think about what you currently do that works well and do more of it! If it’s not working (give it a fair chance) then play with it, and figure out what does. Make sure your headed in the right direction.

4. Make time. Figure out what you need to do and make the time to make progress towards it every week. Review your marketing plan regularly, evaluate your progress and performance (above) at least monthly and put the time on your calendar to hit the ground running. Meet with your staff and share your goals with them and make it a team effort.

5. It’s not all black and white. What may work for one estate planners office, may not work for another. Demographics can make a huge difference in marketing your practice. This is another thing that you will have to play with. What are the potential opportunities in your town? With your referral sources, perspective clients and existing clients?

We can always help so please don’t hesitate to pick up the phone and ask. We enjoy helping you market your practice. We have a lot of ideas and helpful products and we are YOUR marketing team! Tell us more about your practice and what we can do together to come up with a plan that works for you.

The Transformative Power of Engagement

Posted by Jennifer Campbell Goddard, CEO
INTEGRITY MARKETING SOLUTIONS    

I had a great conversation with a client last week, talking about the Transformative Power of Engagement. Well, we didn't exactly use those words, but that was the topic.

What do I mean by the Transformative Power of Engagement? When we become truly engaged in a project -- whether it is a fitness routine, home improvement, or practice marketing -- the "work" aspect disappears and we find ourselves accomplishing more than we ever imagined.

I discovered this a few weeks ago when I decided to tackle a home improvement project -- refurbishing a very old, very large deck on my property. Through the weeks of power washing, sanding, repairing and staining the deck, the daunting project became a fun, creative outlet. I couldn't wait for the end of my work day so I could get back to "work" on the deck! Not only did I finish the deck, but I then refurbished a set of wicker furniture and a picnic table. Last weekend I installed some fun sparkly lights and a remote control system to turn them off and on. I have a set of infrared quartz heaters ready to install this weekend. The old eyesore of a deck is now a beautiful oasis for relaxing and entertaining.

This is the Transformative Power of Engagement. I became engaged in the project, instead of ignoring the problem. Once I really got into it, I had a lot of fun. And now the deck is a useful, beautiful part of our home.

How does this apply to marketing your estate planning practice? In visiting with our client last week, he told a very similar story about what has been happening in his practice since he decided to launch The Essential Solution®. He's been posting to his blog, working regularly with our team on designing his website, meeting with his practice coach Roslyn and -- suddenly, he can't wait to come into the office every morning! He's already gotten new clients from some of his blog postings. Every day holds a new level of energy for him, and he is amazed at how much more productive he has become in every aspect of his practice.

These kinds of stories make me want to celebrate! The Essential Solution® is so much more than a website. We always say it is a comprehensive system -- but it's even more than that. When you launch The Essential Solution® in your practice, you get an entire team of enthusiastic experts, all working for YOUR success! When you really get engaged in the marketing process, you see results! Sure, it takes work on everyone's part, but when everything starts coming together, you realize that the "work" is worth it!

If you're ready to experience the Transformative Power of Engagement, give us a call. James will be happy to visit with you, and even send you a Free DVD to help you learn more about The Essential Solution® and whether it may be the right solution for you!

Estate Planning Marketing: Your Existing Clients

Posted by Kyle E. Krull, Esq., President
INTEGRITY MARKETING SOLUTIONS

There is an old story told about the prospector who searched the world for diamonds only to find an acre of diamonds in his own backyard. The moral of the story, in estate planning terms? Your current clients and their friends, family and acquaintances are you best source of new clients.

 Likely you have a database of current clients.

Question: Are you ignoring the potential value in your existing clients and always focused on new business? If yes, then you have been snared in a dangerous trap. Why? Write this down: “The most valuable source of new clients is your existing clients.”

Have you ever heard of “word-of-mouth” marketing? If yes, then you know it is the most powerful form of marketing. Economically speaking, it's much cheaper to retain existing clients than to market to new prospective clients (although it is very necessary).

The key is to cultivate a deeper relationship with your existing clients and focus on their long term needs (e.g., long-term care planning, trust administration, estate planning for their children). Regardless, keep the lines of communication open with your existing clients through newsletters, e-newsletters, phone calls, blogging, workshops, and social media networking.

In the end, all of the little things you do now for your existing clients can pay big dividends in terms of the future prospective clients they will refer. We can help you, not only with your retention rate, but with full service website, newsletter, e-newsletters, workshops, blogging and social networking. In short, you need to do whatever is necessary and will give you and your practice “top of mind” awareness with your clients.

Teaching Point: If you are ready to make all of these “little things” an automatic part of your marketing plan, with minimal effort on your part, then you may be ready to take your practice to the next level with The ESSENTIAL Solution®. It’s a comprehensive marketing system, tested and proven effective in my own law practice. We are here to help when you are ready to have an ever more profitable and enjoyable estate planning and/or elder law practice.

Estate Planning Marketing That Stays On Course

Is your marketing on the Fast Track to Success? There are so many things that can knock your estate planning or elder law marketing off-track -- from getting so busy with clients that you lose your marketing focus, to simple Life Events that slow everything down. Watch this video to learn how to get -- and keep -- your marketing on the Fast Track!

 

 

Google's Page One in 30 Days ... Or Less!??

Posted by Jennifer Campbell Goddard, CEO
INTEGRITY MARKETING SOLUTIONS

Do you receive email solicitations from companies promising to get your estate planning website ranked on Google's Page One in 30 Days ... Or Less? Are you tempted to fork over your hard-earned cash to those guys? I know it's tempting, but as Nancy Reagan says, "Just Say No."

No legitimate firm can guarantee your website placement on Google's Page One -- in organic search -- and certainly not in 30 days or less. What you may be missing in those solicitations is the small print referring to Google Adwords, or pay-per-click advertising. Or, there certainly are the unscrupulous characters who just make wild claims and take your money and run.

In this webinar, I show you how we consistently get Page One and Two rankings for our Essentials clients. No gimmicks. No sleight-of-hand. No magic.  (Well, maybe a little magic ...)

Google's Page One in 30 Days ... Or Less!??

What Works Best About My Practice

Posted by Kyle E. Krull, Esq.
President, INTEGRITY MARKETING SOLUTIONS

What works best about my practice is my "marketing system."

 Period.

And I am not making that claim out of shameless self-interest... because I just happen to be the president of a marketing agency for estate planning/elder law attorneys.

 No, without the steady stream of pre-qualified and motivated prospective clients i enjoy each and every month, there would be no law practice. In fact, I likely would need to work for someone else, or in the estate planning department of a large firm (and, yes, I have had many offers over the year to do so). I certainly would not have the freedom to work four days a week, with the added joy of controlling my calendar so my family has priority. All that to say that my marketing system is the goose that lays the proverbial golden eggs (i.e., happy clients who happily give me "certificates of appreciation" payable to "kyle e. krull, p.a."). But it does take effort.

You Must Establish Relationships, Not Transactions

I send out 2,000 e-newsletters and 150 hard copy newsletters each month. Without fail, these direct communications always "bring back the bacon" every time they are sent to our referral sources, prospects and clients. For example, my e-newsletter just went out. By day's end, we already had three new referrals (one from a client and two from financial advisors), an initial appointment request from someone who registered to receive the e-newsletter some six months ago and two review appointment requests from existing clients. All of this new business was generated by the e-newsletter, powered by my marketing system and fueled by the quality relationships I have established with the folks receiving the e-newsletter and hardcopy newsletter. A cold email/mailing list will not work (and may breach the solicitation rules in your jurisdiction). Bottom line: You need to build your lists from prospects who request it, from every client and from all of their professional advisors. Also, you will be surprised how many prospective clients and potential referral sources will register to receive your e-newsletter directly from your website!

Teaching Point: You likely recognize and appreciate the need to get “in the game” when it comes to establishing relationships, not transactions with your referral sources, prospects and clients. However, if you feel like many of our Integrity Marketing Solutions attorney-clients felt, then knowing HOW to establish these relationship can be rather daunting. Where to begin? That’s why we created The ESSENTIAL Solution®. It’s a comprehensive marketing system, tested and proven effective in my own law practice. We are here to help when you are ready to have an ever more profitable and enjoyable estate planning and/or elder law practice.

Failing to Follow Up May Cost You Money

Roslyn Drotar, Strategic Planning
INTEGRITY MARKETING SOLUTIONS

You've done the workshop. You've had lunch with the CPA or CFP. What next? FOLLOW UP! That's by far the THE most important thing to do from here. We tend to minimize that part of the task and yet it is the most crucial to solidify the relationship.

In fact, I'll go as far to say that if you don't, it's costing you money. You've spent time (which equals money) and shelled out the hard cold cash necessary for the workshop. They are all part of your marketing plan. Not following through has huge potential of leaving your profits right there on the table.

Anyone that you have contact with is always potential for new business. And particularly in your marketing strategy of hosting a workshop or seminar, or lunch with a new referral source. So take that next step and reach out. And do it while the fire is hot. Preferably you need to block out time the next day after any workshop and make the follow up happen.

Let me share a story... I was working with an attorney and we were so busy after our workshop we didn't carve out intentional time to do the follow up. When we eventually got to it (one week later) one of the people contacted let us know that they had been waiting to hear from us. And went on further to say that since they didn't hear from us, they assumed we didn't want their business and retained another firm. Ouch! All that time and money we invested in them, to provide them with the information they needed to make a decision, had generated revenue for the competition. E-gad!

Come up with an approach on the follow up you want to implement in your office make it happen. Start with calling, add them to your mailing list, add them to your e-newsletter list (if appropriate and they have opt in), connect with them through your social media and keep them apprised of your knowledge through your blog. Bottom line is always follow up! Don't hesitate or it will cost you money. Your intention is always to get additional business, follow through with that and don't wait for them to make that move.

Call us to find out how we can help you with that newsletters, social media and online presence needs. We have so much to offer and truly enjoy helping you with your marketing needs!

Estate Planning Marketing: Avoid Political Landmines

Election season is starting to heat up, and I know it is sorely tempting to whip out a political statement on your law firm marketing blog. Please resist that temptation. It will undermine your law firm marketing, and by the way -- it's not likely to advance your cause, so why shoot yourself in the foot for no reason?

Let me state that I have my own political beliefs and that I may or may not agree with yours. It doesn't matter. I am trying to help you make money, stay in business, build a client and referral base, become more profitable in your practice (aka your BUSINESS). So, I don't care what your political beliefs are. And, believe me, I DO NOT WANT TO KNOW.

Here are the marketing goals for your estate planning / elder law blog:

1. Attract new visitors who are interested in estate planning and/or elder law issues, because visitors who are interested in these topics may become new clients or referral sources.
2. Educate those visitors about estate planning and/or elder law issues to the point that they recognize they own needs and are motivated to take action.
3. Guide those visitors to take specific actions, which may include: subscribing to your e-newsletter, registering for a workshop, visiting your website, following you on Facebook, joining your Linked-In network, or calling your office to schedule an appointment.

If you are to achieve these goals, your blog posts need to STAY ON TOPIC. Do not throw in a political message -- I know you hold strong beliefs, almost all Americans do -- but your law firm blog is neither the time nor place for you to voice your strong political beliefs.

You have nothing to gain by this commentary, and much to lose. You see, you are not the only person with strong beliefs -- it is an American tradition. And, we tend to be a rather intolerant group of folks when it comes to our closely held beliefs. Given the fact that approximately half of us consider ourselves Democrats, and another half Republicans ... your closely-held political beliefs stand a 50/50 chance of truly offending any given visitor to your blog.

Do you think that a person who visits your blog to learn more about estate planning and is instead accosted with political rhetoric with which they disagree, is very likely to do business with you? Or to recommend you to their friends, family and acquaintances? No, my friend, they are NOT. So ... not only are you wasting half the traffic that we all worked so hard to drive to your blog, but you are offending folks and turning them against you instead of building your client base!

And, just in case you don't believe me, I did a little socio-political research and discovered that only about six percent of us believe that groups with whom we disagree are entitled to all of the same First Amendment rights as groups with whom we agree. This means that, of the half of your blog visitors who will likely disagree with ANY political statement on your blog -- only about six percent of those will have the political tolerance to forgive you. The vast majority of them would probably "vote" to have your blog removed from the internet entirely.

It may not be "fair," and may seem like a restriction on your political freedom -- but think about it. Is it fair to your visitors? You hold yourself out as a trusted advisor, your hold your blog out as being a resource where visitors can learn more about estate planning. Is it really fair to betray that trust and instead promote your own political agenda? In this realm, I believe you need to remain true to your mission and treat your guests with respect, regardless their political leanings.

Attorneys Are Using the Web to Network ... Are You?

By Kyle E. Krull, Esq., President
INTEGRITY MARKETING SOLUTIONS

Think social networking on the web is just for teenage girls? Think again.

Savvy attorneys are harnessing the power of social media and online marketing… and so should you. Read on to learn the “five easy pieces” that you can master to harness and leverage this power for your practice.

The “Five Easy Pieces”

1. Make sure you set a firm foundation on the web. That means you have:
   1. A firm website that is fully optimized for the major search engines;
   2. Your own Facebook, both personal and professional;
   3. Your own LinkedIn;
   4. Your own blog;
   5. Your own Twitter account.


2. Make sure your firm website is content rich to educate and motivate prospective clients regarding the need for proper estate planning. In addition to readable articles, video will increase you search engine ranking and introduce you to prospective clients on a more personal level.


3. Make sure you post to your blog consistently and announce the posting automatically via your Twitter account (i.e., it is called “tweeting”). Your blog posts should simultaneously appear on your firm website and your Facebook pages. [Mine appears on my AVVO.com page too.]


4. Whenever you are having an event, like a workshop, promote it online via your firm website, your Facebook and LinkedIn pages as well as your Twitter.


5. Here is the key to success when it comes to marketing social media and online – being “social.” Constantly build your list of connections.  Period!  If you meet someone, connect with them online. In fact, have your staff connect as well if they are willing and it's appropriate. Establish as many contacts as possible. Just like networking face to face is necessary, so is your online networking.

The Result?

If you focus on the “Five Easy Pieces,” then you will have an ever expanding universe of contacts in your network who know who you are, what you do and how you do it. With the power of the web, this marketing power can be leveraged across related and synergistic platforms (e.g., your firm website + your Facebook pages + your LinkedIn+ your blog + your Twitter).

Teaching Point: You likely recognize and appreciate the need to get “in the game” when it comes to harnessing the power of social media and online marketing. However, if you feel like many of our Integrity Marketing Solutions attorney-clients felt, then it can be rather overwhelming. Where to begin?

That’s why we created The ESSENTIAL Solution®. It’s a comprehensive marketing system, tested and proven effective in my own law practice. We are here to help when you are ready to have an ever more profitable and enjoyable estate planning and/or elder law practice.  Pick up the phone and give us a call! We'll even pay for the call: 1-877-352-2021, choose extension 0 to talk to James.