We see a profound difference in professional services that sell, versus those that educate. Those who sell are focused on price points, razzle dazzle, high volume and thin profit margins. Compare that to those who educate: they focus their marketing efforts on helping clients understand what estate planning means, how it can help them achieve specific goals, and why it is important to do.
While we’re not judging, and we understand that there is a place for both kinds of professional services, we do believe that for estate planning attorneys, educating clients creates a far better, longer-lasting relationship based on mutual respect and value. A client who is looking for a quick and inexpensive will is generally not the client who is going to come back to your practice in four years for a revision, even if they really do need it.
How do you educate your clients?
Blogging. Our Essential Solution™ law practices are heavily vested in educating clients through providing them with weekly (if not daily) blog posts that educate non-lawyers about the ins and outs of estate planning and elder law. We know from more than twenty years of experience that this is an excellent marketing method.
Lawyer Videos. People do still read, but we live in a culture that loves to watch videos. We produce a lot of lawyer videos because our clients understand the power of video on their websites. Visitors are engaged and will be more at ease when they meet you in person, having met you already on your website.
eNewsletters. By bringing useful news and important information to your clients and prospects on a regular basis, you have the opportunity to enhance your position as an educator. Knowing that they are going to learn about new developments in estate law from you in a timely manner puts your client’s minds at ease. They may not like the changes, but they DO like feeling like you are looking out for them. Sent on a regular basis, the eNewsletter will keep you top-of-mind, increasing the likelihood that when a problem arises, your office gets the phone call and the appointment.
Talking to the press. We hope that you are already on local reporter’s short lists when it comes to being a source for estate planning issues. If not, you can put yourself there. Connect through LinkedIn, start following the right reporters on Twitter and when you are reading the local papers, online or in print, make a note of the reporter who covers estate planning and/or personal finance matters. Stay in touch with changes to the law, comments when the next celebrity dies without a will, and build a relationship with the reporter. When you are the source in a newspaper article, you become the ultimate educator!