I was visiting with an estate planning attorney from Texas today.
She said she called because she wanted to “find out more about digital marketing…”
But I know no one ever really schedules a call just to learn more about marketing … somewhere, there is always a pain point behind the call.
In her case, the pain point was money.
She’s not making enough of it.
But she spent an awful lot of time justifying that away … telling me things like …
“I don’t really need THAT much money.”
“I don’t want to over-charge people.”
“My market just won’t pay more.”
“I would really be okay if I could just make a little more.”
“I don’t want to sacrifice my family just to make a little more money.”
In the old-school legal world, she might be called a “whiner.”
I mean, in lots of legal circles, no one ever heard of a lawyer who doesn’t work 60 hours a week … or has compassion for their clients … or wants to spend time with their family!
Thank goodness the old-school legal world is dying!
We work every day with happy clients who love their clients, love going to work, and love their lives. Their families are happy and thriving … AND financially secure! Our clients are growing their firms at-scale, leveraging technology, and happily investing their profits to grow personal and generational wealth.
The woman I spoke with today is making a huge shift in her mindset right now …
Because the truth is she does want to make THAT much money. She wants to take great care of her family … send her kids to great schools … watch them graduate debt-free with a leg-up in life. And she wants to have tremendous impact in her community … serving families to safety from some of life’s biggest threats and challenges.
I love re-kindling dreams! Can’t wait to serve this incredible lady to her dream and watch her SOAR!
If your dream needs some kindling, book a call with my team. Let’s get to work for you, too!
I just got off the phone with someone who is anxious about ramping up his seminar marketing again …
I mean he has anxiety about it.
He’s starting to see the ads in his market again … free lunch, free dinner, even free bottles of wine …
Come learn about wills and trusts … The carnival call resumes as pandemic restrictions subside.
He’s worried that if he doesn’t jump back into the fray, he will lose out. But at the same time, he is not excited about buying a new list, a new advertising campaign, packing up a mini-van full of presentation materials and hauling assets from restaurant to country club to public library again … night after night … day after day … just to give the same spiel over and over to a handful of people with tight wallets.
I feel his pain.
I know, all too well, what it’s like to be on the seminar marketing circuit. After all, every marketing guru on the planet says seminars are the e-ticket to a seven-figure law firm … right?
I bought that line, too.
Traveling from dinner to luncheon to nursing home lobby, the local senior center … and beyond.
It was exhausting. …
And … it was boring beyond belief to give the exact same spiel twice a day, twice a week, week after week … answering the same questions over and over … making the same small talk … eating the same rubber chicken and chugging the same too-sweet punch.
It also ate way too much of my time …
I missed my kids’ football games in the winter, their baseball games in the summer, and far too many family times year-round.
And … since we spent all our time planning, promoting and presenting seminars … most weekends were spent playing catch-up on the real work of running a law firm … appointments stacked up, drafting got behind, asset transfers seemed like a never-ending annoyance to wrap up …
And we did it all for pennies-on-the-dollar of what we should have been charging!
Meanwhile … the costs just kept going up … and up … and up … Printing costs. Postage costs. Expensive dinners. Overtime for staff.
Not to mention the toll it was taking on us just to keep up the never-ending grind … because the MINUTE you stop doing seminars … revenue comes to a screeching halt …
That’s what this guy is anxious about … he really does not want to go back to that lifestyle … working so hard for so little …
That life doesn’t look anything at all like the one he imagined when he started law school … when he graduated with honors … passed the bar … and embarked on what he thought would be a satisfying and rewarding career in a noble profession …
Reduced now to feeling like a carnival barker …
Get your red-hot living trust, right here … step right up, ma’am, a free chicken dinner with every trust and a bottle of wine with every will …
Here’s the bottom line: if you go back to the seminar circuit now, you’ll never get the freedom, the joy or the reward of scaling properly to a seven-figure law firm.
But it doesn’t have to be this way.
While most estate planning and elder lawyers are dragging themselves back onto the seminar circuit, a small handful of smart lawyers are quietly building seven-figure incomes without ever hosting a single event … without giving up even one more evening with their family to talk about living trusts with a roomful of strangers.
They are working with clients they love. Clients who need and want their service … and who pay premium fees to work with them.
And they’re doing all of this while enjoying life … and without blowing up their overhead, hiring more staff … or feeling like a carnival barker.
You never meant to take a vow of poverty when you opened your estate planning or elder law practice … but sometimes it just feels that way, right? The truth is that most lawyers in estate planning and elder law struggle to create personal wealth … and the irony is that the very people who work every day to help other families preserve and protect generational wealth, seldom do the same for their own families!
Here are the top five mistakes we see lawyers make that prevent them from building personal and generational wealth.
The Essential Social Solution provides social media management, SEO and lead flow for you and your business.
You don’t have to spend hours a day on Facebook or spend non-billable hours creating and posting content that may, or may not reach the right client.
Instead, the Essential Social Solution utilizes proven strategies that can maximize your return and continue growing your business. Depending on who you ask 2020 was either their best year, or their worst.
You can make 2021 your best year with the right strategy for growth.
If yours is an estate planning law firm, you’re no stranger to hard work.
We’re willing to bet that you serve the heck out of your clients, and that it comes at a high cost. Especially if you built your practice networking with financial advisors and hosting live workshops.
Our own president, Kyle Krull Esq., employed those old strategies back in the day, and discovered it was just about impossible to scale his estate planning firm using those methods.
So we turned to digital marketing and got savvy. When we saw the strategy working so well for him, we started sharing with other firms around the country.
We figured out how to take law firms and reinvent them as digital hubs where ideal clients find them — and we did it over and over again. We nailed it down to a science.
And yet… we stayed away from cookie cutter, one-size-fits-all formulas, knowing, as we do, that every law firm is unique.
This is why every service IMS provides is customized and tailored to the estate planning firm we serve.
What Premium Service Looks Like
Premium service is tailored service that leverages the genius of a team. It’s training, personal coaching, and done-for-you solutions all wrapped into one.
We discovered that our clients had the most success when we partnered with them to help them go digital.
So in other words, we don’t dump a “How to Go Digital” manual in your lap and wish you luck. We go all in and stay with you until your law firm is actively thriving.
Here’s what that process looks like:
Three months of in-person coaching
Personal coaching means we listen, trouble-shoot and come up with a plan together. It means being heard and seen by a coach who understands estate law. It means weekly palavers with James Campbell, Director of Sales and Jennifer Campbell Goddard, our CEO.
Personal coaching = meetings with the boss? Yup.
An online client academy that gets updated consistently
When our platforms change, when pandemics strike, when technology morphs — we update the academy to reflect those changes.
That means no falling behind and drifting in dinosaur-land.
Cutting edge sales training
We teach you to find the RIGHT clients for life and make sure you have the skills to close sales using a process that honors the client, uncovers the real issues, and delivers tremendous value.
Done-for-you services including website design, SEO, webinar marketing, Facebook advertising, videography and blogging
Yes, we literally create your Facebook ads, your website, your video, and write your website’s blogs for you. Take a moment to grasp what this means…
It means not burning out trying to do everything yourself, and not getting stuck fixing the shoddy work of freelancers.
And because we don’t hire general freelance writers who don’t know jack squat about estate planning, you actually get blogs written by legal writers who specialize in your niche.
Remember our president, Kyle Krull, Esq.? Even though we trust our legal writers, he edits and reviews what they write before blog posts are given to you. As for volume and consistency? You can choose up to five blog articles per week on your website.
If you’re wondering how important blogging is, Kyle’s own estate planning law firm sees 35% of web traffic coming from blog articles.
When we help our estate planning law clients go digital, the growth they experience can’t be matched by their competitors.
We have the stats and client success stories to prove it. One of our newest clients, David Payne from Missouri, had this to say:
“Each team member I have worked with has been engaged with my concerns and needs at every step. The online academy was really invaluable to me in so many ways. The number one aspect was the benefit of using it on my time schedule and when best for me. James Campbell’s guidance, insight and advice has been the most beneficial aspect of my experience.”
Enter a new reality for law firms …
… a reality where ideal clients find you, instead of you pounding the pavement to search for them. That’s the old way, and — newsflash — it’s become impossible during the pandemic.
Admit it: it’s tough to do everything yourself. And even tougher finding experts in your profession who “get it.”
But you found us. You’re here, and it’s not by mistake.
Now all that’s left to do is schedule your complimentary breakthrough session with our team.
Q: Aside from basic follow up, what do you have for automations for a client who did a consultation but is unsure about signing? I already have a monthly newsletter. Thank you!
This question came up recently in an estate planning forum. If you’ve been practicing in estate planning for a couple of minutes or more … you’ve run into the “Think About It” objection, too. Prospective new client schedules an initial consultation, completes the intake questionnaire, shows up in your office and you spend the better part of an hour with them.
But … when it’s time to sign the engagement letter … they don’t.
Instead, they say they have to “think about it.”
Is there an “automation” that can turn this around for you, once they have left your office?
Truthfully … the chances are really slim.
The real problem is not in the follow-up. It’s in the sales process.
That’s right — your initial consultation — that’s where something went wrong.
Your prospects jumped through a lot of hoops to get into your office for an initial consultation. They were motivated. They definitely were not just “window shopping.” Believe me, nobody goes to talk to a death attorney just for fun. They were not there to be educated. They were definitely not there to think about estate planning.
They jumped through all of those hoops to solve their problem, once and for all.
Their — and your — best chance to do that is in the initial consultation.
Where did things go wrong?
There are lots of possibilities, but this consultation probably went wrong in the Uncover the Problem stage.
When people tell the truth about their anxieties, worries, and fears … and you stand with them in compassion … you get to the real problems that moved them out of their comfort zone of denial and into your office. When they are deeply connected to their needs … (and not until then) … you can show them a perfectly connected solution.
When things go wrong, it’s usually that you didn’t go deep enough in Uncover. When this happens, people only share the surface, or superficial things. They don’t trust you enough to tell you the whole, painful, unvarnished truth. Then, when you show the solution, you are only solving the surface-level problems.
It doesn’t feel urgent … vital … necessary.
In fact, it feels kind of expensive. And time-consuming.
And that is why people put up their buyer’s defenses and say things like, “We need to think about it.”
The answer to the “think about it” objection is not a better email automation.
The answer is a better sales process … and getting better at connecting with people on a much deeper, more authentic level … while you have them right there in your office.
We coach our clients on exactly how to do this — eliminating most objections, handling the few that do come up, and truly serving clients to solve their problems.
Rosa left the hospital last Sunday afternoon … leaving behind her best friend and husband of 53 years.
It was a lonely drive home … and it was hard to face that empty house. Her husband, Frank, had been in the hospital for almost a week and though he would be coming home soon … Rosa was scared. They may have dodged the bullet this time … but what would she do if she lost Frank?
Alone in the empty house on a Sunday evening, she hopped on Facebook … hoping to connect with friends or family to ease the loneliness … and find some comfort.
While scrolling through her news feed, she came across an ad from one of my clients … an estate planning law firm in her area. The ad piqued her interest, she and Frank had been talking about getting their affairs in order … but they never quite got around to it.
She clicked on the ad and saw that the lawyer offered a master class — and she could register and watch it right away.
Rosa watched the class that Sunday evening. She liked the lawyer, she liked what he had to say. At the end of the class, she quickly clicked on the button to schedule a free call to talk about her situation and what steps she and Frank should take next.
With the phone call booked for Monday morning, Rosa went to on to bed. She slept well that night, knowing she was finally on the right track. She had taken a positive step.
My client shared this story with me earlier this week.
He was so excited that, because he chose to advertise on Facebook, he was able to be there when Rosa needed him! The phone call went well and Rosa and Frank came in to the office together on Wednesday. Their estate plan should be wrapped up and ready to sign next week.
Rosa and Frank … and their family … are in good hands now because my client showed up at the exact moment, in the exact place that Rosa needed him.
Every estate planning lawyer should be stepping up to the plate right now…instead of forcing people to do DIY estate planning … because you weren’t there when they needed you.
That’s right. Too many estate planning attorneys are still living in their ivory towers … waiting for referrals from financial advisors or CPAs … instead of showing up for people where they are … online!
Who DOES show up online instead? Legal Zoom. Rocket Lawyer. And dozens of other DIY estate planning services that make it oh-so-easy to enter a credit card and create a will or trust … that may or may not even be valid!
If you are an estate planning or elder law attorney, you have tremendous opportunity … RIGHT NOW … to make a decision that will change your life today and in every tomorrow.
People are scared. They desperately need you.
But if you don’t show up for them — if you don’t lean into this opportunity — it’s very likely they will turn to an online document service, or DIY estate planning, instead.
They won’t have the benefit of trusted counsel guiding them through some of the most difficult times of their lives. They may end up with a faulty document that doesn’t even come close to accomplishing their goals.
Don’t go dark now. Show up for those who need you.
How to scale your estate planning or elder law firm … almost every attorney we talk to is anxious to grow and scale their firm.
Most will never get there.
Because most lawyers do not have control of their revenue …
There is a big difference between growing revenue and taking control of your revenue growth.
Why Is It So Hard?
Estate planning and elder law attorneys have a marketing imperative. If you don’t have appointments booked, you don’t have any money coming in the door. There are few retainers or large settlements in these practice areas … and you are only as good as last booking.
It doesn’t help that everything you were taught about how to grow an estate planning law firm is wrong.
It’s not your fault.
Grow your referral network, they said. That’s the key to profitability.
Now, I’m not saying that referrals can’t be great for your practice — but they don’t put you in control of your revenue. And if you don’t have control, you can’t scale.
I know. I’ve been there.
Referrals start trickling in … then maybe they start streaming in … and just when you think you’re on the road to prosperity … they stop.
It’s designed that way, guys.
When the people who send you those referrals start to see your practice growing, see the income from those referrals flowing to … YOU … they get greedy. They want something back. Maybe they want you to give their clients special pricing, or a discount. Maybe they tell you that your fees are getting too high … or you’re doing “too much” planning for their clients with “simple” estates. Or they want you to send some business back THEIR way. They may even ask for a referral fee (which of course you can’t share legal fees, but they don’t necessarily know that). Or … their brother-in-law’s nephew just graduated law school and they start sending all their business to the new kid on the block.
Bottom Line: You Don’t Have Control
Getting control of your revenue STARTS with getting control of your LEAD FLOW.
That’s right. Every dollar that flows into your law firm starts with a lead (or a PNC, Prospective New Client).
No Lead Flow = No Revenue
Once you have control over your own lead flow, there are lots of levers you can pull to accelerate revenue. But you have to get into the control booth first!
I’ve recorded a new FREE training that shows you exactly how to get control of your lead flow and scale your law firm.
The Kansas City Chiefs are down 20-10 behind the San Francisco 49ers.
The small-market team is led by Andy Reid, a coach who had never won a Super Bowl, and 24-year-old quarterback, Patrick Mahomes.
Here’s what USA Today had to say about Mahomes when the Chiefs drafted him back in 2017:
Calling Mahomes a project is a major understatement. He’s nowhere near ready to play in the NFL. And, honestly, he may never be. Between his inconsistent accuracy due to poor mechanics, his tendency to bail from clean pockets and his lack of field vision, he’s going to leave as many big plays on the field as he creates.
And yet …
The Chiefs pulled off one of the Super Bowl’s greatest comebacks, scoring three touchdowns and driving 190 yards … in the last eight minutes of the fourth quarter!
And … that was the THIRD time in the post-season that the Chiefs overcame double-digit deficits to win in the fourth quarter.
The fourth quarter.
That’s exactly where you are right now. Top of the fourth quarter of 2020.
And even if you’re down double-digits, your absolute best chance to win is NOW!
Here are three reasons why you can still pull off the greatest come-back of your estate planning or elder law career … right NOW!
1) You Are Trending on Google Right Now!
Under normal circumstances, estate planning and elder law are not particularly high-volume searches on Google. But COVID changes everything and these search terms are actually trending on Google!
In fact, search volume on Google is up more than 250% for both estate planning and elder care lawyers.
There has literally NEVER been a better time for you to reach motivated clients online — they are literally searching for you online RIGHT NOW. Online marketing for estate planning and elder law is THE key to success now.
2) You Are Essential
Regardless what happens next with the virus, your legal services are ESSENTIAL. And, most states have enacted changes that allow for greater use of technology and remote notarization and witnessing (for more about this, visit the ACTEC web page, EMERGENCY REMOTE NOTARIZATION AND REMOTE WITNESSING ORDERS).
You are in the perfect position to serve clients who desperately need your help through this crisis.
3) Your Competitors Are Falling Apart
The unspoken secret to the Kansas City Chiefs’ comeback Super Bowl win? The 49ers basically fell apart. It was the fourth quarter … and it seems both football teams and law firms have a tendency to blow off the fourth quarter.
Lots of lawyers have already set the cruise-control and are just going to coast into the end of the year.
If you take action NOW — you will blow right past them like the Chiefs over the 49ers!
Ramp Up Your Estate Planning Marketing Online … Now!
Get your digital, online marketing team out on the field!
Disclaimer: Growing a small law firm to six or seven figures (or more) is not easy. The journey is both challenging and exhilarating. At every step you may be tempted to quit. Those who succeed are committed, coach-able and resourceful. If that’s you, let’s talk.