Integrity Marketing

September Print Newsletter Deadline

The deadline for making edits to your September print issue estate planning newsletter is August 5 and the articles we have scheduled for you are: What Happens When A Loved One Dies? and What Is Probate And Should I Try To Avoid It?

To see the additional articles available for custom issue creation, download a preview of the newsletter article library.

If you would like assistance customizing your SELECT Print Newsletter, please feel free to contact me, April, at 877-352-2021 x82 for a quick walk-through. Be sure to have your message prepared and saved to your computer or network for easy access. Around 150 to 220 words.

September Animated & E-Newsletter Deadline

If you are not scheduled for a September print newsletter, please don't hesitate to submit your message for inclusion in your September electronic newsletter by August 20.

Have a GREAT week!

— April

Estate Planning Marketing Must-Do’s: Part 3

In Part 1 of the Estate Planning Marketing Must-Do's, we explained the first three rules of estate planning marketing: 1) Know what you want, 2) Know your market, and 3) Act strategically.

Yesterday, we dove into Part 2 of the Estate Planning Marketing Must-Dos with the second set of estate planning marketing rules: 4) Your brand is your foundation, 5) Be your own advocate, and 6) Get a great, responsive website.

Today, we'll finish off the series with rules seven through ten of the top ten successful marketing fundamentals.

The Top Ten Estate Planning Marketing Must-Do’s: Part 3

7. Get the Word out with a Newsletter
Remember that your website is somewhat passive, it stays on the internet waiting to be found. Now you need to actively get the word out to people. Print newsletters are a great adjunct to your marketing mix, but you really cannot live without an enewsletter. That’s right; I said you can’t live without one (though I meant that in a business-survivability manner). Your enewsletter should communicate your brand, provide value to the reader, and drive traffic to your website. One. Two. Three.  Now, remember, you’ll need an email list as part of this mix. And that list should grow daily. Every time you meet a new person, whether potential client, current client, or allied professional, get their email address and ask if it’s okay to add them to your list. If your list does not grow by 20 to 30 names each month, you’re not doing it right.

The seventh rule of estate planning marketing is to get a newsletter – and use it!

8. Blog
Such a small word, such a big job. Yes, you have to blog. Really. Your blog should be integrated with your website such that every time you post to your blog, you are adding to your website’s index on Google. If you don’t know how to do this, we do.  Let us do it for you, otherwise most of your efforts will be wasted. Do not fret if people do not comment on your blog, and please do not expect anyone to call your office and say, “I was just reading your blog and decided I must have you do my estate plan this week.” That’s just not going to happen … well, it might, but don’t count on it. What your blog will do is get indexed on Google for key words, drive traffic to your website, build your website’s SEO, and make you a credible choice when people are trying to qualify or disqualify you for the job of their estate planning attorney. Yeah, it’s really important like that.

The eighth rule of estate planning marketing is to blog – and do it right.

9. Social Media – like LinkedIn, Twitter, Facebook and Google+
I know most of you have a strong aversion to social media and you were hoping I wasn’t going to say this. But you do have to learn to be social on the internet. It’s the new water cooler, the new hang out where you need to see and be seen. People expect to find your profile on LinkedIn, your page on Facebook, your presence on Twitter and at least something on Google+. If they don’t find you there, well, that might just be the tipping point that makes them call someone else – and not call you. If you’re still socially awkward, then get help. We do that, too. Call us. You don’t have to suffer in silence.

The ninth rule of estate planning marketing is to get social.

10. Love it. Be Passionate. 
Nothing is more attractive than someone who loves what they do. If you’re burned out, frustrated and hating every new day – by all means, take a break. See a shrink if you must. Or take a swim, have a cold drink, toss a football – whatever it is you do to get re-energized, stop and do that now. Bringing passion to your work is the only fair thing – fair to you, and fair to your clients. Remember, they trust you with everything they love and everything they have. They trust you to take care of them. It is a great work that you do here. You take people’s most heartfelt problems, their challenges, their very heartaches … and with your skill and knowledge, you make it better. What a privilege. Love what you do, understand the value. And the money will follow. I promise. (And if you just don’t love it, or you don’t love it anymore … and you can’t find your way back, then maybe it’s time to do something else. You won’t be the first attorney who decided to write fiction, become an actor, or run for office!)

The tenth must-do of estate planning marketing is to love it. Really. Love it.

To sum up The Top Ten Estate Planning Marketing Must-Do’s, you need to: 7) Get a newsletter - and use it, 8) Blog - and do it right, 9) Get social, and 10) Love it - be passionate!

Like we said at the beginning of this series, each and every practice in each and every market is unique. And even though the details change, the core fundamentals of successful marketing and practice development are essentially the same. Get these Top Ten Estate Planning Marketing Must-Do’s right, and you’re well on your way to success!

You can review the first six rules of estate planning marketing in The Top Ten Estate Planning Marketing Must-Do’s: Part 1 and The Top Ten Estate Planning Marketing Must-Do’s: Part 2.

 

Estate Planning Marketing Must-Do’s: Part 2

In Part 1 of the Estate Planning Marketing Must-Do's, we explained the first three rules of estate planning marketing: 1) Know what you want, 2) Know your market, and 3) Act strategically.

Today, we'll dive into rules four, five and six of the top ten successful marketing fundamentals.

The Top Ten Estate Planning Marketing Must-Do’s: Part 2

4. Define Your Brand
Your brand is really the foundation of your marketing plan. It encompasses your principles, your mission, and your unique value proposition. Note: your brand is NOT your logo or your color palette – those are merely ways in which you communicate your brand message. So before you run off to hire a designer, or hit that website where they create a logo in 15 minutes, spend some time thinking about how you want people to think about you. When our designers consult with clients about branding, these are things they discuss. It’s the designer’s job to listen and put their skills and talents to work creating visual cues that communicate your brand in the marketplace. 

The fourth rule of estate planning marketing is that your brand is your foundation.

5. Be a Personal Marketer
No matter how sophisticated your marketing plan, how famous your marketing agency, or how polished your marketing materials – nothing, and I mean NOTHING, can replace your personal touch. If you sit in your office and hope the phone rings, it probably won’t. If there is one thing that your marketing cannot succeed without, it is YOU. Some people are naturals at personal marketing, you know who you are. You don’t need my advice, because you just naturally know what to do. For others, personal marketing is an acquired skill. In a short article like this, the best single piece of advice I can give is to commit to making five personal phone calls every week, and to have at least three personal conversations – voice mail does not count. Call allied professionals, talk about ways you could work together. Reach out to influencers in your area. Call your top clients. But pick up the phone and start talking.

The fifth rule of estate planning marketing is to be your own advocate.

6. Get a Great, Responsive Website
A great website is no longer an option. People of all ages have become accustomed to finding and qualifying (or disqualifying) services on the internet. Your website is not only your first impression, if you don’t do this right, it will be your last. And because so many of your prospective clients and referral sources will be searching for you from a mobile device, your website needs to be responsive. Responsive websites are designed to reformat themselves (mathematically) to deliver the best experience on every device, regardless of screen size. You need this. You just do. No arguments.

The sixth rule of estate planning marketing is to get a great, responsive website.

Once you've established the first six rules of estate planning marketing, you'll be ready to finish out the series with rules seven through ten in The Top Ten Estate Planning Marketing Must-Do’s: Part 3.

You can review the first three rules of estate planning marketing in The Top Ten Estate Planning Marketing Must-Do’s: Part 1.

Estate Planning Marketing Must-Do’s: Part 1

If you are an estate planning attorney, you know that your bank account is only as fat as your appointment book. Because there are few residuals, long-term retainers, or grand-slam home runs in estate planning, the marketing imperative is never ending. That’s right, you wake up mostly “unemployed” every morning.  Learning how to develop that steady stream of qualified referrals, new inquiries and new clients is probably the most important – and possibly the most difficult – aspect of your particular field of law.

So what’s the secret?

Every practice in every market is unique. The details change, but the fundamentals of successful marketing and practice development are the same. Get these right, and you’re well on your way to success. We'll be sharing these "marketing must-do's" with you over the next few days.

The Top Ten Estate Planning Marketing Must-Do’s: Part 1

1. Look in the Mirror
The first thing you must do is look yourself straight in the eye and ask, “If money were no object, and I had no one to impress, please or be responsible for – foot loose and fancy free – how would I practice law?” Would you even be practicing in estate or elder law? What would your day look like? What time would you arrive at the office – or would you even have an office? How many days a week and how many hours a day would you work? Who would be on your team and what would they do? Who would be your favorite client? Your favorite allied professional?
You spend a lot of time at work, and if you don’t love it, then – honestly – it’s a long ride. You create your career every day, why not create something you love?

The first rule of estate planning marketing is to know what you want. 

2. Look at the Market
It’s good to look at yourself first, but then you must develop an external focus. Examine the market and don’t take shortcuts like relying on your own gut instincts. Who is your next client? Society has changed dramatically over the past few decades and change continues at an ever more rapid pace. How do changing demographics impact your current and future client base? Who are the people for whom you plan? How should that planning be structured – and delivered? What messages will resonate … and what messages might fall flat? How many viable markets can you define within a 10 to 15 mile radius of your office?  Are you located in a hot bed of entrepreneurial activity? A retirement community? Or the arts district? If you cannot identify a growing, viable market in your area, are you prepared to relocate? 

The second rule of estate planning marketing is to know your market.

3. Develop a Strategic Plan
Your strategic plan really outlines how you will navigate the gap between today’s reality and tomorrow’s goals. Start by getting a good handle on where you are today. Examine your financials – not just your revenue: comb through the balance sheet and the Profit & Loss statements.  Know how many people you see in an average week, and how many of those become new clients. What is your average fee, and your average hourly income? Identify what aspects of your practice will be different when you achieve your goals. Get a good picture of what success looks like to you. Now – what must be done differently to get from here to there? Remember: the strategy that got you here probably is not the one that will get you to the next level. Something. Must. Change.

The third rule of estate planning marketing is to act strategically.

Once you've established the first three rules of estate planning marketing, browse to the IMS Blog for Estate Planning Marketing Must-Do’s: Part 2 and Estate Planning Marketing Must-Do’s: Part 3.

 

IMS Client Spotlight - Attorney Paul Tierney

Our Client Spotlight this week is Paul Tierney from Quincy, MA.

Paul has been a dedicated client with us for quite a while, and he reaps the benefits of a long-standing marketing relationship. Paul ranks Google Page One for a majority of his targeted keywords, including Quincy MA Estate Planning; Braintree MA Estate Planning; and Weymouth MA Estate Planning.

His website dominates his market, and it's not unusual for Paul’s site to show up multiple times on the search engine results page. The IMS team is super excited to see these results! Way to go, Paul!

www.tierney-law.com

Good to ... Gone?

The book Good to Great by Jim Collins was one of the best-selling business books of all time – with more than 3 million copies sold it topped the Business Week best-seller list for years and was translated into 35 different languages. In case you missed it, the book chronicles the success of 11 “great” companies and Collins’ discovery of the “key determinants of greatness — why some companies make the leap and others don't.”

Readers flocked to this road map in hopes of taking their own companies to “sustained greatness.”

The only problem is, the road map turned out to be wrong.

If you followed the 11 companies into the future, none of them achieved sustained greatness. In fact, here is how the 11 fared just ten years later in 2010:

• Abbott Laboratories: Stock up 0%
• Circuit City: Bankrupt
• Fannie Mae: Placed in conservatorship
• Gillette: Bought by P&G
• Kimberly-Clark: Stock up 1%
• Kroger: Stock up 0%
• Nucor: Stock up 4-fold
• Philip Morris: Stock down 20%
• Pitney Bowes: Stock down 20%
• Walgreens: Stock up 0%
• Wells Fargo: Stock up 0%

What went wrong?
To put it bluntly, Collins’ research was flawed – it was pop-science with the emphasis on the pop rather than the science. To begin with, his study was not peer-reviewed, a process that frequently uncovers methodology flaws that any honest researcher may have overlooked and helps determine whether the results are reproducible. Collins never subjected his research to the scrutiny of his peers. The book also confused correlation with causality – the mere fact that these companies shared common traits does not mean those traits were the cause of their perceived success.

But data mining is the real methodology flaw here – it’s not uncommon for researchers to see patterns in data and postulate theory based on that insight. However, the data used to generate the theory cannot also be used to verify it. The next logical step in Collins’ research would have been to apply his principles to a new set of firms to see whether his observations truly predict future success. If so, then the theory would have been validated, and other researchers could test the theory themselves with their own data.

So, what does all of this have to do
with your estate planning or elder law practice? 
We live in an information age. In fact, it’s often tempting to just ignore new information – just turn it off or shut it down because it is just too much, and seems meaningless. Honestly, a lot of it is meaningless. And yet, you know that good decisions depend on good information.

For example – if your business is up 30 percent this year, do you know why? If you know the reason why something occurs, you can explain and control it better in the future. Guessing wrong could mean lost opportunities, wasted investments of time and money, and perhaps even financial losses instead of gains.

Critial Thinking: Evidence-Based Management
To avoid this trap, I challenge you to employ evidence-based management and commit to becoming a learning organization.

Every month we track and report back to you vital information about your marketing performance. This is powerful evidence that can build competitive advantage for you and your law firm. Your competitors are not getting this type of quality information. Let them fall prey to every new “pop” management book or fad.

To learn more about evidence-based management, strategy and the data that really drive success, join us at the New Strategies Workshop in Kansas City, Sept. 24-26. In addition to the powerful strategy sessions, you'll also gain insight into the data tracking, analysis and reporting that is part of your Essential Solution® marketing ... and discover how to use this data to make better decisions, gain competitive advantage, and truly move your law firm toward sustained greatness!

Visit the workshop web page for all the details or to register online. But hurry, in order to ensure a quality experience for everyone, we are only accepting a total of ten firms at the workshop and seats are filling up fast!

 

Share, Share Again! A Social Media Mantra

Social media is an essential aspect of successful law firm marketing. Social sites such as Facebook, Twitter, LinkedIn and Google+ are integral platforms for showcasing your practice. And the more you know about the social media world, the better off you'll be when executing your marketing plan.

A problem that some attorneys have from time to time is coming up with new social media posts. What should I post now? How often should I post? Is anyone seeing my posts?

These are all legitimate questions and concerns, as social media is very much a trial-and-error tool. What works today may not work next year or even next month.  In fact, you may have already shared some really good information that wasn't seen by even half of your audience.

So, what should you do? Share, share again!

Although it is important to share fresh content on social media, you don't have to ditch your old content after one post. You can re-share relevant posts, blogs and articles again to get more views from your followers.

Here are a few reasons to share content more than once:

• User Times. Your audience probably doesn't check social media sites at the same time every day. So in order to cater to a larger follower base, you may need to share your old posts again at different times. This is especially important if you have clients in various time zones.
• New Clients/Prospects. If you are afraid you'll bore your audience with repeat content, what about the newbies? New clients and prospects likely haven't seen your older posts before and could benefit from some of the information, as long as it's still relevant. Current clients will also appreciate reminders from time to time about things they've already learned.
• Firm Events. When you plan an event for your firm such as a workshop or seminar, you need to get the word out! And posting the event information one time is not enough. You need to make multiple posts before the event, at different times of the day for different schedules. Posts get lost in the news feed, so an event reminder is key!
• It's All in the Delivery. Sometimes your message may not jump out at someone like it will to another person. Change up the way you share a social post by adding a photo, using a link or posting text only. You may catch someone's eye that wasn't paying attention before.

So when you are in a social media rut and don't know what to post, dive into your blogs, old social posts, and website pages for the good stuff ... and share, share again!

Quote of the Month for Social Media Sharing

This month's quote is: "Celebrate what you want to see more of." — Thomas J. Peters

To use this month's inspirational quote, download one of the following graphics and share it to Facebook (along with a simple comment if you desire). You can also share this graphic on other social platforms such as Twitter, LinkedIn, Google+ and Pinterest. It really is that simple to get social.

You may choose from three different color palettes: (follow the link, view the image, right-click and save; then share to your Facebook profile as your own!)

 

1. Navy: http://blog.estateplanningpartners.com/images/0714Quote_1Thomas-Peters.jpg
2. Gold: http://blog.estateplanningpartners.com/images/0714Quote_2Thomas-Peters.jpg
3. Burgundy: http://blog.estateplanningpartners.com/images/0714Quote_5Thomas-Peters.jpg

If you have a quote you would like to submit for consideration, feel free to pass it along to me, April at estateplanningpartners dot com.

Have a great week!

April

IMS Client Spotlight - Idaho Estate Planning

Our Client Spotlight this week is Idaho Estate Planning based out of Boise.

Mark (Attorney) and Bill (Director of Operations) have done a fantastic job of using the Essential Solution to our highest standards. Mark has been a client with us for quite a while, but he doesn’t let his marketing slow to a stop or grow static.

The team continues to blog every day and is extremely active on Facebook, posting "Throwback Thursday" pics and sharing their great video resources. IMS gets really excited when we see this type of activity (no, really ... we DO!) and we know their success stems from a great program!

www.idahoestateplanning.com

Love is All You Need!

I saw Paul McCartney in concert last night. It was one of those bucket-list types of things, something I had wanted since I first became aware of music as a kid growing up in the sixties. Never dreamed I would have to wait 50 years, or that I would still need him when he was way past 64 – which we all thought was about as old as a person could get.

Of course he was wonderful.

But there is something else about Paul McCartney that kept niggling at my brain all night. Here is this guy who has lived so much, done so much, lost so much … here he is playing and singing his heart out, and loving every minute of it.  He could be sunning himself on a yacht, or whatever the truly rich and famous do for fun. Instead, he’s still out there, working.

And it hit me, this is what we all need:  To truly fall in love – or fall in love again – with our work. Loving your work every day brings a sustaining joy to life that carries you through, or maybe it lifts you over, every single frustration, the ups and downs and even the terrible disappointments and losses that life throws at us all.

Paul once said of his career, “When we were starting off as kids, just the idea of maybe going to do this as a living instead of getting what we thought was going to be a boring job, was exciting.”

Clearly, he still finds his job exciting.

You know what? So do I. (Yeah, I get that running a legal marketing firm may not be as exciting a career as being a Beatle … but since I can’t carry a tune in a bucket, that gig was never happening for me!)

I get up every morning and get to work with some of the brightest, most articulate and most demanding folks on the planet – attorneys. Now there are people who might think that a curse, but not me.

Can you guys be difficult? Absolutely. But I can’t think of another group of people who would keep me on my toes, keep pushing me to do better and be better – every single day.

I hope you find that kind of love in your work. If you’re feeling particularly frustrated right now, one of the best things you can do is push back from your desk, grab a cool glass of water and take a few moments to reflect on the good stuff. Some people say count your blessings, others call it meditation or even self-reflection. Whatever terms you use, taking a moment to remember the good stuff can re-energize you, make you happier and stronger. Strong enough to either deal with the not-so-great stuff … or get rid of it!